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IPPTChap008

Chapter 18 discusses the importance of measuring the effectiveness of promotional programs, outlining reasons for and against such measurements. It covers various testing methods, including laboratory and field tests, as well as the use of consumer juries and physiological measures to assess advertising impact. The chapter also highlights the essentials of effective testing and the evaluation of sales promotions and sponsorships.

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0% found this document useful (0 votes)
12 views43 pages

IPPTChap008

Chapter 18 discusses the importance of measuring the effectiveness of promotional programs, outlining reasons for and against such measurements. It covers various testing methods, including laboratory and field tests, as well as the use of consumer juries and physiological measures to assess advertising impact. The chapter also highlights the essentials of effective testing and the evaluation of sales promotions and sponsorships.

Uploaded by

Thư Hoàng
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Chapter 18

Measuring the
Effectiveness
of the
Promotional
Program

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Learning Objectives
 To understand reasons for measuring promotional
program effectiveness
 To know the various measures used in assessing
promotional program effectiveness
 To understand the requirements of proper
effectiveness research
 To evaluate alternative methods for measuring
promotional program effectiveness

18-2
Arguments for and Against Measuring
Effectiveness
Reasons to measure Reasons effectiveness measures
effectiveness are not taken

• Avoid costly mistakes • Costs involved


• Evaluate alternative strategies • Research problems
• Increased advertising • Disagreement on what to test
efficiency • Objections of creative
• Determine if objectives are department
achieved • Lack of time

18-3
What to Test
 Source factors
 Message variables
 Media strategies
 Vehicle option source effect: Differential impact of
an advertising exposure on the same audience
depending on the media option used
 Budgeting decisions

18-4
Figure 18.2 - Classification of Testing
Methods

18-5
Where to Test
 Laboratory tests: People are brought to a
particular location where they are shown ads and/or
commercials
 Testing bias: People may scrutinize the ads much
more closely than they would at home
 Field tests: Tests under natural viewing situations
 Carried out with the realism of noise, distractions,
and the comforts of home

18-6
How to Test
 Positioning Advertising Copy Testing (PACT):
Improves the research used in preparing and testing
ads by:
 Providing a better creative product for clients
 Controlling the cost of TV commercials

18-7
Figure 18.3 - Positioning Advertising
Copy Testing (PACT)

18-8
Testing Process
 Concept generation and testing
 Rough art, copy, and commercial testing
 Pretesting of finished ads
 Market testing of ads

18-9
Figure 18.4 - Concept Testing

18-10
Figure 18.5 - Weaknesses Associated
with Focus Group Research

18-11
Figure 18.6 - Rough Testing
Terminology

18-12
Types of Rough Art, Copy, and
Commercial Tests
 Comprehension and reaction tests: Assess the
reaction an ad generates to ensure that it is not
offensive
 Consumer juries: Use consumers representative of
the target market to evaluate the probable success
of an ad

18-13
Figure 18.7 - Consumer Juries

18-14
Limitations of the Consumer Juries
Method
 Consumer may become a self-appointed expert
 Number of ads that can be evaluated is limited
 Halo effect: Overall rating is influenced by the
judgment on one or few characteristics of the ad
 Preferences for types of advertising may
overshadow objectivity

18-15
Figure 18.8 - Gallup & Robinson’s
Impact System

18-16
Portfolio Tests
 Expose a group of respondents to a portfolio
consisting of control and test ads
 Limitations
 Factors other than advertising creativity and/or
presentation may affect recall
 Ability to recognize the ad when shown may be a
better measure than recall

18-17
Readability Tests
 Communications efficiency of the copy in a print
ad is tested without reader interviews
 Flesch formula: Assesses readability of a copy by
determining the average number of syllables per
100 words
 Limitations
 Copy may become too mechanical
 Direct input from receiver is not available

18-18
Figure 18.9 - Ipsos ASI’s Next*
Connect

18-19
New Print Pretesting Measures
 PreTesting Groups’ People Reader methodology
 Provides mocked-up magazines to consumers and
measures their responsiveness to each ad
 Uses hidden cameras to record behavior
 Link
 Uses a comprehensive set of diagnostic questions to
evoke viewer reactions to the ads

18-20
Pretesting Finished Broadcast Ads
 Theater testing: Participants are invited to view
pilots of proposed TV programs
 Measure brand preference changes
 Advantages
 Established norms indicate how an ad will fare against
others tested in the same product class
 Brand preference measure is supported by actual sales
results

18-21
Pretesting Finished Broadcast Ads
 Disadvantages
 Environment is artificial
 Contrived measure of brand preference change is easily
recognizable
 Group effect may influence a viewer’s reaction
 On-air test: Commercials are inserted into actual
TV programs in certain test markets
 Recall: Number of persons able to recall the ad
and/or its message

18-22
Physiological Measures
 Indicate the receiver’s involuntary response to the
ad
 Pupil dilation
 Pupillometrics: Measures dilation and constriction
of the pupils in response to stimuli
 Galvanic skin response (GSR)
 Electrodermal response (EDR): Measures the
skin’s resistance or conductance to a small amount
of current

18-23
Figure 18.11 - Eye Movement Research

18-24
Physiological Measures
 Brain waves
 Electroencephalographic (EEG): Determine
electrical frequencies in brain
 Alpha activity: Degree of brain activation
 Hemispheric lateralization: Distinguishes between
alpha activity in the left and right sides of the brain
 Brain scan imaging - Examine physiological
reactions to ads and brands

18-25
Posttests of Print Ads
 Inquiry tests: Measure advertising effectiveness on
the basis of inquiries generated from ads
 Methods of measuring effectiveness
 Running the ad in successive issues of the same medium
 Spilt-run tests: Variations of an ad appear in different
copies of the same print medium
 Running the same ad in different media

18-26
Posttests of Print Ads
Advantages of inquiry tests Disadvantages of inquiry tests

• Implementation is • Inquiries may not be a true


inexpensive measure of the attention-
• Provide some feedback getting or information-
about the general providing aspects of an ad
effectiveness of an ad or • Ineffective for comparing
medium used different versions or specific
creative aspects of an ad

18-27
Figure 18.12 - The GfK Starch Ad
Readership Report

18-28
Figure 18.13 - Gallup & Robinson Magazine
Impact Research Service (MIRS)

18-29
Posttests of Print Ads

Advantage of recall tests

• Ability to assess an ad’s impact on memory

Disadvantage of recall tests

• Reader’s degree of involvement with the product and/or


the appeals and visuals may lead to higher-than-
accurate recall scores

18-30
Posttests of Broadcast Commercials
Advantages of day-after recall tests Disadvantages of day-after recall tests

• Natural setting provides a more realistic • Have limited samples, high costs, and
response profile security issues
• Provide norms that allow advertisers to • Favor unemotional appeals
compare how well their ads are performing • Program content may influence recall
• Persuasive and diagnostics measures are • Respondents are aware of the test and will
also available be more attentive
• Recall is not a measure of acceptance or
predictive of sales

18-31
Posttests of Broadcast Commercials
Persuasive Measures

• Evaluates a commercial’s persuasive effectiveness

Diagnostics

• Garner viewers’ evaluations of the ads


• How clearly the creative idea is understood
• How well the proposition is communicated

Comprehensive measures

• Different measures are obtained through one testing program

18-32
Posttests of Broadcast Commercials
 Test marketing - Measure advertising effects in
specific test markets before releasing them
nationally
 Advantage - Realism and a high degree of control
can be attained
 Disadvantages
 Time consuming and expensive
 Competitors may discover and intervene in the process

18-33
Posttests of Broadcast Commercials
 Single-source tracking methods: Track consumer
behavior from the television set to the supermarket
 Advantages
 Track effects of increased budgets, different versions of
ad copy, and effects on sales
 Offer control
 Disadvantage
 Data are highly complicated and collecting them incurs a
high cost

18-34
Posttests of Broadcast Commercials
 Tracking studies: Measure the effects of
advertising toward the ad and/or brand and
purchase intentions
 Standards - Awareness, recall, interest, and attitudes
 Advantage - Can be tailored to each specific
campaign and/or situation

18-35
Factors That Make or Break Tracking
Studies
Properly defined objectives

Alignment with sales objectives

Properly designed measures

Consistency

Random samples

Continuous interviewing

Evaluate measures related to behavior

Critical evaluative questions asked early to eliminate bias

18-36
Factors That Make or Break Tracking
Studies
Measurement of competitors’ performance

Skepticism about questions asking where the ad was seen

Building of news value into the study

Moving averages spot long-term trends and avoid seasonality

Data reported in terms of relationships

Integration of key marketplace events with tracking results

18-37
Problems with Current Research
Methods
 Accomplishing some factors important to good
copy testing require more effort
 Most current methods do little more than provide
recall scores
 Lab measures - Artificial and vulnerable to testing
effects
 Field measures - Result in a loss of control

18-38
Essentials of Effective Testing
 Establish communications objectives
 Use a consumer response model
 Use both pretests and posttests
 Use multiple measures
 Understand and implement proper research

18-39
Measuring the Effectiveness of Sales
Promotions
 Calculating breakeven rate by dividing sampling
investment by user profit
 Using pretests with effects measured through
scanner data
 Using awareness tracking studies
 Tracking sales during promotional and
nonpromotional periods
 Placing sensors in the store to track customers and
gauge traffic patterns
18-40
Measuring the Effectiveness of
Nontraditional Media
Shopping cart signage

• Much less effective than claimed

Ski resort-based media

• Measures are combined with sales tracking data to evaluate its


effectiveness

In-store radio and television

• Software has been introduced to measure the effectiveness

Other media

• Resources are available to measure impact of IMC elements

18-41
Measuring the Effectiveness of
Sponsorships
Exposure methods

• Monitor the quantity and nature of the media


coverage obtained for the sponsored event
• Estimate direct and indirect audiences

Tracking measures

• Evaluate the awareness, familiarity, and preferences


produced by sponsorship based on surveys

18-42
Figure 18.19 - Measuring Effectiveness,
Not Only Efficiency

18-43

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