1. Assessing Ad Message Effectiveness
Chapter Eleven
Assessing Ad Message Effectiveness

2. Chapter Eleven Objectives
Explain the rationale and importance of message research
Describe the various research techniques used to measure consumer’s recognition and recall of advertising messages
Describe the measures of physiological arousal to advertisements

3. Chapter Eleven Objectives
Explain the meaning and operation of single-source measures of advertising effectiveness
Explain the role of persuasion measurement, including pre-post testing of consumer preference

4. Message Research Methods
Major forms of pre-finished commercials
Storyboards
Animatics
Photomatics
Ripamatics
Liveamatics

5. Advertising Research Message Research
To test effectiveness of messages
Pretesting ads during developmental stages
Posttesting to to determine if messages achieve their established objectives

6. Ideal Measure of Advertising Research
Provide an early warning signal
Evaluates in terms of sales volume generated by advertising
Satisfy reliability & validity
Permit quick & inexpensive measurement

7. Industry Standards for Message Research
PACT Principles
Principle 1: provide measurements that are relevant to the advertising objectives
Principle 2: requires agreement about how the results will be used in advance of each specific test
Principle 3: provides multiple measurements because single measurements are generally inadequate

8. Industry Standards for Message Research
PACT Principles
Principle 4: based on a model of human response to communications
Reception of a stimulus
Comprehension of the stimulus
The response of the stimulus
Principle 5: allows for consideration of whether the advertising stimulus should be exposed more than once

9. Industry Standards for Message Research
PACT Principles
Principle 6: recognizes that a more finished piece of copy can be evaluated more soundly
Alternative executions be tested in the same degree of finish
Principle 7: system provides controls to avoid the bias normally found in the exposure context

10. Industry Standards for Message Research
PACT Principles
Principle 8: takes into account basic considerations of sample definition
Requires that the sample be representative of the target audience
Principle 9: can demonstrate reliability and validity
A reliable test is one that yields consistent results
A valid test is one that is predictive of the marketplace performance

11. Advertising Research Methods
Message
Research
Methods
Recognition & Recall
Physiological Arousal
Persuasion
Sales Response

12. Message Research Methods
Starch readership service (magazines)
Bruzzone tests (TV)
Burke day-after recall (TV)
Recognition & Recall
Physiological Arousal
Persuasion
Sales Response

13. Starch Readership Service
Measures the primary objective of a magazine ad—to be seen and read
Examines reader awareness of ads in consumer magazines and business publications
Readers are classified

14. Starch Readership Service
Classifications
Noted—remember having previously seen the ad in the issue being studied
Associated—noted the ad and saw or read some part of it that clearly indicated the name of the brand or advertiser

15. Starch Readership Service
Classifications
Read Some—read any part of the ad’s copy
Read Most—read half or more of the written material in the ad

16. Starch Readership Service
Indices are developed
ADNORM index: compares an advertisement’s scores against other ads in the same product category as well as the same size (e.g., full page) and color classifications (e.g., four-color ads)

17. Measures of Recognition & Recall
Comparisons between scores for the same ad placed in different magazines or comparative scores among different ads placed in the same magazine issue
This ad scored 55% better than the average noted score for all half-page or larger ads in this issue

18. Measures of Recognition & Recall
Starch-rated
advertisement for
the Toyota Sienna

19. Measures of Recognition & Recall
Starch
readership
service

20. Measures of Recognition & Recall
Bruzzone test
provides advertisers with a test of consumer recognition of television commercials

21. Measures of Recognition & Recall
Advertising Response Model (ARM) links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad and the advertised brand and to purchase interest.
Bruzzone test

22. Measures of Recognition & Recall
Bruzzone test
Provides valid prediction of actual marketplace performance along with being relatively inexpensive
Doesn’t provide a before-the-fact indication
Tests offer important info for evaluating a commercial’s effectiveness and whether it should continue to run
With the Internet’s growth tests are now performed online

23. Measures of Recognition & Recall
Online Ad Tracking Using the Bruzzone Method

24. Measures of Recognition & Recall

25. Measures of Recognition & Recall
Bruzzone
test

26. Measures of Recognition & Recall
Burke Day-After Recall Testing
Used to assess the effectiveness of test commercials and to ID strengths and weaknesses
(1) Claimed-recall scores—indicate the percentage of respondents who recall seeing the ad
(2) Related-recall scores—indicate the percentage of respondents who accurately describe specific advertising elements

27. Measures of Recognition & Recall
Coke execs reject recall as a valid measure
1) Recall simply measures whether an ad is received but not whether the message is accepted
2) Recall are biased in favor of younger consumers
Burke Day-After Recall Testing

28. Measures of Recognition & Recall
Burke Day-After Recall Testing
3) Recall scores generated by ads are not predictive of sales performance
4) Day-after recall testing is biased against certain types of advertising content
Understate the memorability of commercials that employ emotional or feeling-oriented themes and are biased in favor of rational or thought-oriented commercials

29. Message Research Methods
Psychogalvanometer
Pupilometer
Recognition & Recall
Physiological Arousal
Persuasion
Sales Response

30. Measures of Recognition & Recall
Measures of Physiological Arousal
Ads that are better liked are more likely to be remembered and to persuade
Efforts are now made to measure consumer’s affective and emotional reactions to ads

31. Measures of Recognition & Recall
Measures of Physiological Arousal
Galvanometer—which measures minute levels of perspiration in response to emotional arousal
Pupillometric tests—which measure pupil dilation
Advertising researchers use changes in physiological functions to indicate the actual, unbiased amount of arousal resulting from ads

32. Measures of Physiological Arousal
Illustration of
potential role for
physiological
measurement

33. Message Research Methods
Ipsos-ASI Next*TV method
Rsc’s ARS Persuasion method
Recognition & Recall
Physiological Arousal
Persuasion
Sales Response

34. Measures of Persuasion
Used when an advertiser’s objective is to influence consumers’ attitudes toward and preference for the advertised brand.

35. Measures of Persuasion
Ipsos-ASI Next*TV Method
Performs ad research in more than 50 countries
Tests television commercials in consumers’ homes
Tell consumers to evaluate a TV program, but actually evaluating the commercials within the program

36. Measures of Persuasion
Ipsos-ASI Next*TV Method
One day after viewing—personal contact with sampled consumers and measure their reactions to the TV program and the advertisements
Measures message recall and persuasion

37. Measures of Persuasion
Ipsos-ASI Next*TV Method
Persuasion measured by:
Consumers’ attitudes toward advertised brands
Shift in brand preferences
Brand-related purchase intent and frequency

38. Measures of Persuasion
Ipsos-ASI Next*TV Method
Tests in a natural environment
Assess the ability of TV commercials to break through the clutter
Determine how well tested commercials are remembered after this delay period
Allows the use of a representative national sampling

39. Measures of Persuasion
The ARS Persuasion Method--rsc
Respondents indicate what brands they prefer to receive among a “basket” of options—the pre measure
After exposure to a television program respondents again indicate what brands they would prefer to receive if their name were selected in a drawing—the post measure

40. Measures of Persuasion
The ARS Persuasion Method--rsc
The ARS Persuasion score simply represents the post-measure percentage of respondents preferring the target brand minus the pre-measure percentage who prefer that brand
A positive score indicates a shifted preference toward the target brand
A higher-scoring commercial generates greater sales volume and larger market share gains

41. Measures of Persuasion
The ARS Persuasion Method--rsc
ARS Persuasion scores are valid predictors of in-market performance
The higher the score, the greater the likelihood that a tested commercial will produce positive sales gains when the focal brand is advertised under real-world, in-market conditions

42. Conclusions by rsc Ad copy must be distinctive
Ad weight without persuasiveness is insufficient
The selling power of advertising wear out over time

43. Message Research Methods
IRI’s BehaviorScan
Nielsen’s SCANTRACK
Recognition & Recall
Physiological Arousal
Persuasion
Sales Response

44. Measures of Sales Response
Single-Source Systems
Gather purchase data from panels of
households using:
(1) electronic television meters
(2) optical laser scanning of universal product codes (UPC) at retail checkout
(3) split-cable technology

45. Measures of Sales Response
IRI’s BehaviorScan
IRI knows what items each household purchases by linking up optically scanned purchases with ID numbers
Members provide IRI with detailed demographic information

46. Measures of Sales Response
IRI’s BehaviorScan
Single source data consists of:
(1) household demographic info
(2) household purchase behavior
(3) household exposure to new television commercials that are tested under real world test conditions

47. Measures of Sales Response
IRI’s BehaviorScan
Uses split-cable and optically scanned purchase data to know exactly which commercial each household had the opportunity to see and how much of a brand is purchased

48. Measures of Sales Response
IRI’s BehaviorScan
Two types of tests are offered: (1) weight tests and (2) copy tests
Weight tests—panel households are divided into test and control groups
Copy tests—holds the amount of weight constant but varies commercial content

49. Measures of Sales Response
Nielsen’s SCANTRACK
SCANTRACK differs from BehaviorScan
SCANTRACK collects purchase data by having panel households use handheld scanners
Panelists record purchases of every bar-coded product purchased regardless of the store where purchased

50. Measures of Sales Response
Nielsen’s SCANTRACK
Use handheld scanners to enter:
Any coupons used
Record all store deals
Record in-store features that influenced their purchasing decisions