Download Advertising and Marketing Communications: 266B

4550:
Evaluating Communications
Professor Campbell
2/15/05
Plan for the Day
Two Levels of Evaluation Questions
• “Micro”
– Questions regarding specific marketing
communications
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•
Prediction
Assessment
• “Macro”
– Questions regarding general responses
Purposes of “Micro” Ad Testing
• Ad Development
– Identify relevant points of difference or positioning
•
Understand targets’ wants, needs, views
– Test rough ads to select finished ads
– Identify means for improving communication
• Ad Prediction
– Test finished ads before media placement
– Assign relative initial exposure levels for ads in a
pool of ads
• Ad Assessment
– Test to check whether the ad seems to be “working”
Pretest Measures
• Time looking
• Physiological measures
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Galvanic Skin Response
Pupil dilation
Voice stress
Brain scans?
• Moment-by-moment measures
– Turn a dial to indicate level of interest at
each moment while watching an ad
Pretest Measures, continued
• Message Recall
– Unaided
– Aided
• Preference
Management Judgment Ad Test
• “Expert system approach”
• Asks:
– “Is the ad on strategy?”
– “Does the execution seem right?”
• Checklist
– Target audience action objectives
– Communication objectives and positioning
– Execution guidelines/ attention tactics
• Multiple judges
Pluses and Minuses of Pretests
PACT Principles of Copy Testing
1 Provides measurements that are relevant to the objectives
of the advertising
2 Requires agreement about how the results will be used in
advance of each specific test
3 Provides multiple measurements
- Single measures are generally inadequate
4 Based on a model of consumer response to
communications: the reception, comprehension, and
response to stimuli
5 Allows for consideration of whether the advertising requires
repetition
6 Recognizes that how “finished” the execution is affects
response
7 Provides controls to avoid context effects
8 Takes into account proper sample definition
9 Can demonstrate reliability and validity
Thought for the Day...
It costs just as much
to run an ineffective ad
as it does to run
an effective ad
Methods for Predicting/Examining
Effectiveness
• Focus Groups
• One-on-one interviews
• “Theatre” Tests
– “Survey” response
• Sales Response
– Split cable test
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Purchase diaries
BehaviorScan
Assessing Effectiveness
• Recall tests
• “Persuasion”
Which Ad Pulled Best?
• Gallup & Robinson
– Test magazine placed in home
– Interviewed the following day
– List of ads appearing in the magazine is
read and respondents are asked which they
remember. If claim to remember, asked the
impact questions
Impact
• Intrusiveness (PNR)
– The % of respondents who can accurately
describe the ad the day following exposure
• Idea communication
– The distribution of respondents’ descriptions
of what was communicated by the ad (the
selling propositions) and their reactions
• Persuasion (FBA)
– Distribution of how buying interest was
affected
Advertising Effectiveness
• Recall alone is not predictive of effective
ads
• Recall and Persuasion combined is
reasonably predictive
• Recall + Persuasion + Media spending is
even better
Other Methods for Assessing
Effectiveness
Is a Super Bowl Ad a Good Marcom
Investment?
Measuring Effectiveness, Conclusions
• Use implicit measures of memory and
disposition
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Brand recall, consideration set
What they know about a brand
Overall and specific attitudes
Brand choice
• Test with your target
• Test in contexts that match “real” ad
exposure
• Choose measures that are relevant to your
communication objectives!
Ad Testing
• Ad test design must fit with the advertising
strategy!
TEST