Assessing Advertising Effectiveness 15

Advertising Research To test effectiveness of creative message Pretesting to eliminated ineffective ads Posttesting to to determine if messages achieve their established objectives Message Research Media Research 2

Advertising Research Attempts to ascertain audience’s characteristics and the size of that audience so that ratings can be determined Message Research Media Research 3

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 4

Advertising Research Methods Magazine Radio Television Media Research Methods 5

Variety of resource materials are available to advertisers for determining potential audience sizes for specific media vehicles e.g., Competitive Media Report’s Ad $ Summary 6

Magazine Audience Measurement Tally the number and characteristics of a magazine’s subscribers? Subscriptions are collected through intermediaries Purchased at newsstands, retailers Distributed at public locations; or passed along by subscribers 7

Magazine Audience Measurement Simmons Market Research Bureau (SMRB) Mediamark Research, Inc. (MRI) Specialized in measuring magazine readership and determining audience size Provide with product/brand usage and demographic information Use different measurement techniques 8

Simmons Market Research Bureau and Mediamark Audience size and composition for over 200 publications Broadcast exposure and usage of over 800 consumer products and services How many female homemakers who buy sunscreen read Golf Digest? 9

Simmons Market Research Bureau Number of adults Number of users Percent of users in categories (i.e. female) Percent of category using product (i.e. % of all females using) Index number All by heavy, medium, and light user 10

Index Numbers - Using SMRB and/or Mediamark % of users in segment Index = % of population in segment Adapted from Belch & Belch 11

Magazine Audience Measurement Media-Selection Size of potential audience Attractiveness of vehicle coverage Cost comparison with other vehicles Appropriateness for advertised brand 12

Radio Audience Measurement 13

TV Audience Measurement 14

Advertising Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response Message Research Methods 15

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response Starch readership service (magazines) Burke day-after recall (TV) Bruzzone tests (TV) 16

Measures of Recognition & Recall Starch readership service 17

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response Starch readership service (magazines) More a measure of attention-getting & reading than of recall 18

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response Burke Day-After Recall (TV): DAR When should recall be used? What are the problems? 19

The 8 Stages of Consumer Information Processing CPMCPM 20

When does Memory Matter? When information in memory is used as basis for evaluation (memory-based judgments) When information in memory is useful for distinguishing brand from competition When information in memory is not available in retail/decision context 21

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response Online Processing Attitude formed during ad exposure Memory-Based Processing Attitude formed after exposure 22

Measures of Recognition & Recall Bruzzone- tested commercial for American Express 23

Measures of Recognition & Recall 24

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response The warmth monitor Market Fact’s TRACE BBDO’s emotional measurement system 25

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response Galvanometer (GSR) Pupillometer Voice-pitch analysis (VOPAN) 26

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response ASI theater testing ARS Persuasion method by rsc The Quality Measurement System(rsc for short) 27

Conclusions by rsc Ad copy must be distinctive Ad weight without persuasiveness is insufficient The selling power of advertising wears out over time 28

Direct Response Advertising West Virginia Tourism Fahlgren

Message Research Methods Emotions Physiological Arousal Persuasion Recognition & Recall Sales Response IRI’s BehaviorScan Nielsen’s SCANTRACK 30

Measures of Sales Response Single-Source Systems Gather purchase data from panels of households using optical scanning equipment and merge it with household demographic characteristics and with information about casual marketing variables that influence household purchases 31

Measuring Web Ads Major future increases in Internet advertising are probable Difficulty of tracking return on investment and the lack of reliable and valid measurement information are barriers The development of accurate measurement systems is the key for future 32