IPPTChap008
IPPTChap008
Measuring the
Effectiveness
of the
Promotional
Program
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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
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
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
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
Diagnostics
Comprehensive measures
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
Consistency
Random samples
Continuous interviewing
18-36
Factors That Make or Break Tracking
Studies
Measurement of competitors’ performance
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
Other media
18-41
Measuring the Effectiveness of
Sponsorships
Exposure methods
Tracking measures
18-42
Figure 18.19 - Measuring Effectiveness,
Not Only Efficiency
18-43