Marketers should assess advertising effectiveness measures in order to:
1. avoid costly mistakes
2. evaluate alternative strategies
3. increase the effectiveness of advertising and improve the likelihood of success of the ads
(all of the above)
Concept
testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial
The fact that people in market research lab setting looking at ad mockups may look at an ad more closely than they might look at it if it was included in a magazine that was delivered to their home is an example of a testing bias.
true
The primary difference between a lab experiment and a field experiment is that in a field experiment, the researcher has less control over extraneous independent variables
true
To try to help Americans prepare for a terrorist attack, the U.S Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media. Prior to the development of the ads, the department conducted concept t
pretesting through focus group
Pupillometrics, electrodermal response and electroencelphalographic measures are all forms of physiological measures of ad effectiveness
true
A "split-run" privilege offered by some print media allows:
alternate copies of the same issue to carry different versions of the message
Which of the following is not true about the recognition method?
1. the most commonly employed method for post testing print ads
2. Starch provides three recognition measures such as seen-associated, noted, and read most
3. may be a better method for measuring the impact of image ads
4. the primary advantage of Starch
Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency, called the halo effect, distorts the ratings and defeats the ability to control for specific components
true
Good tests of ad effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. The first step in the model is to: establish communication
true
Advantages of Measuring Effectiveness
To avoid costly mistakes... if the program is not achieving its objectives, the company needs to stop spending money on it.
To evaluate the strategies implemented... should research be spent on traditional, nontraditional, digital, or some combination str
Disadvantages of Measuring Effectiveness
The cost associated with measuring effectiveness... good research can be expensive, in terms of both time and money.
Problems with research methods... because it is often difficult to measure the contribution of each marketing element directly, some manag
Measuring Advertising Effectiveness: What to test
Source factors... whether the spokesperson being used is effective.
Message variables... both the message and the means by which it is communicated
Media strategies... which media class generates the most positive results.
Budgeting decisions... how much
When to test
Pretesting... occurs before the campaign is implemented.
Posttesting... after the ad or commercial is in the field.
Where to test
Laboratory tests... held in a controlled environment.
Field tests... tests under natural viewing situations.
How to test
Testing guidelines... 21 of the largest U.S. ad agencies have endorsed a set of research and test principles (Positioning Advertising Copy Test).
Appropriate tests... we don't yet have a "perfect" test.
Pretesting
May occur at a number of points, from as early on as idea generation to rough execution to testing of the final version before releasing it.
Can include focus groups, in-home interviews, mall intercept, Internet surveys, or laboratory methods.
PROVIDES re
Posttesting is designed to:
Determine if the campaign is accomplishing the objectives sought.
Serve as input into the next period's situation analysis.
Most common & popular methods for testing reactions to finished broadcast commercials are:
Theater test - participants are invited to view pilots of new TV programs. Embedded in the programs (or following immediately after) are the test commercials. Theater tests can be used to take a variety of measures. - lab/controlled test setting
On-air te
Various physiological measures, a less common method of pretesting finished commercials.
Pupil dilation (pupillometrics)... measures dilation and constriction of the pupils in response to stimuli. Dilation suggests a stronger interest in or preference for an ad.
Galvanic skin response (electrodermal response)... response to a stimulus activat
Testing of how well ads are performing in the market
Inquiry tests... measures effectiveness on the basis of inquiries generated from the ads. Often referred to as "bingo cards." Used less often today than in the past.
Recognition tests... most closely associated with the Starch Ad Readership Report that me
The three RECOGNITION measures of a Starch Ad Readership report.
Noted score- the percentage of readers who remember seeing the ad
Brand-associated score�the percentage who remember seeing or reading any part of the ad identifying the product or brand
Read most score�the percentage of readers who report reading at leas
The criteria to consider in measuring advertising effectiveness:
One should:
----Establish communications objectives
----Use a consumer response model
----Use both pretests and posttests
----Use multiple measures
----Understand and implement proper research
Solid research should meet these criteria.
Research methodolog