Scribd
Upload
33 views

Advertising That Does Not Sell Is A Waste

There are several ways to evaluate the effectiveness of advertising campaigns. This includes evaluating the source, message, media, and budget. Pre-testing techniques help improve ads and include consumer jury tests, order of merit tests, and paired comparisons. Post-testing evaluates recall, recognition, attitudes, and sales generated. Measuring factors like aided vs. unaided recall, changes in attitude or sales pre- and post-campaign allows assessing what worked well and what can be improved for future campaigns.

Uploaded by

Swati Khurana
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
33 views

Advertising That Does Not Sell Is A Waste

There are several ways to evaluate the effectiveness of advertising campaigns. This includes evaluating the source, message, media, and budget. Pre-testing techniques help improve ads and include consumer jury tests, order of merit tests, and paired comparisons. Post-testing evaluates recall, recognition, attitudes, and sales generated. Measuring factors like aided vs. unaided recall, changes in attitude or sales pre- and post-campaign allows assessing what worked well and what can be improved for future campaigns.

Uploaded by

Swati Khurana
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 24

Advertising that does not sell is a waste.

To measure the advertising effectiveness we must be able to evaluate all the aspects of the communication elements. These are: Source Message Media Budget

Source
It has to be seen whether the source is effective and how the target market will respond to it. Some sources, like Sachin Tendulkar, Amitabh Bachhan, Pretty Zinta, Kareena Kapoor, are very effective. They are attractive, genuine sports persons or actors and have the credibility Sometimes, the source looses its credibility or becomes old and has to be changed.

Message
How the message is communicated to the audience and what type of message it is, also affects the advertisement The message should be memorable and should be able to deliver the advertising objectives The message must have proper headlines illustrations, text and layout

Media Strategies
It is very important to decide the proper Media Mix. i.e. (Print Media, Broadcast Media) Newspaper or Magazines, Radio, T.V. that could generate the most effective results Media vehicle has also to be decided, that is, which newspaper or magazines, which channel or T.V. which programme on radio is to be used. This is decided by keeping the target audience in mind Another factor is the scheduling of the advertisement

Budget
For evaluating of the advertisement, the money spent on the budget is also an important factor. It is sometimes believed that the increase in the advertising expenditure will lead to greater sales.

Types of Advertising Evaluation


We can choose the evaluation prior to the running of ads in the media called pre-testing evaluation or after the ads have been run in the media called post- test evaluation. Pre-testing increases the likelihood of preparing the most effective ads by allowing us an opportunity to eliminate weakness. Post- testing is elaborate, expensive and is more realistic since ads are tested in real life setting.

Pre-testing techniques
Consumer Jury Test Order of Merit Test Paired Comparison Direct Questioning Perceptual Meaning Studies

Consumer jury test


Here a group of consumers act as jury to show their preferences for one or two ads out of several being considered. The jury members respond to questions like Which of these ads interested you most? Which of these ads would provoke you to buy the product? Which of these ads are easily readable and understandable? Which of these ads are credible ?

1. Order of Merit test


Here the ads are ranked as per preference by the potential prospects Six ad copies can be tested with accuracy with this method The consensus emerges about the best ad copy at the end

2. Paired Comparison
Here at a time two ad copies are compared. It is one to one comparison amongst test ads More than six ad copies can be compared by this method. Every single ad is compared with all others but only two are considered at one period of time Till ten copies there is good accuracy which latter decreases

The number of comparisons one is required to make with the help of following formula: Number of comparisons= n(n-1)/2

Direct Questioning Test


Either the whole ad or its different elements are tested by asking direct questions to a consumer jury Sometimes there is one single question only: which of these ads would most influence you the buy the product? The jury looks at each ad and starts rating with the best and comes down to the worst

Perceptual Meaning Studies


This method uses time- exposure to test the ads. The respondent sees the ad for predetermined time and then are subjected to recall test- product, brand illustration and the main copy

Physiological Test
Pupil Dilation Test In this we observe the pupil of the eye. It can widen when it sees something interesting and shrinks if the advertisement depicts violence or unpleasant things The eyes of the respondents are watched to study the interest. If the pupil expands and the respondent open his eyes widely, it shows his interest in the product. If the pupil contracts and the respondent tends to contract the eyes then he is disinterested in the scene shown

Galvanic Test A galvanometer is used to indicate the gland activity, tension or the sweating of hands etc. change in perspiration indicates the change in emotions One can have different emotions by a fight or a dramatic scene. This change in emotion is reflected on the galvanometer.

Post-testing Method
After the advertisement has run for a considerable period of time, it is tested to measure its effectiveness. These tests are: Recall test Recognition test Attitude test Sales test

Recall Test
The recall test is a kind of a memory test that attempts to measure the impression or penetration made by an advertisement on the readers or viewers mind Some recall tests use aids to help audience members to remember while others do not use such aids

Aided recall and Unaided recall


Aided recall refers to the mention of a brand name in a brand or advertising recall question; e.g., "Have you ever heard of Microsoft as a provider of word processing software? Unaided recall of a brand or advertisement is a mention of the brand or advertisement by the respondent before the name is mentioned by the interviewer e.g. Tell me all the brands of luxury automobile you can name

Recognition Test
This is conducted to see whether the Ad is recognized or not. This test can be conducted by mail surveys The Ad can be broken into headlines, layouts, body, copy logo etc. and it is seen how these elements are remembered by the respondents The recognition test can be conducted in a number of ways. The magazines are placed in the home of the respondents and they are requested to read that magazine on that day. Next day they are asked questions about the ad appearing in that magazines to assess the recall of ads

Attitude Test
The attitude of potential customers can be measured on the attitude scale. The scale measures the customers attitude on a continuum from very favourable at one end to very and unfavourable at the other One of the scale can be Semantic differential scale

Attitude change Semantic differential scale: It measures the attitude by Bipolar adjective statements about the subject.
12345 1. Important _ _ _ _ _ Unimportant 2. Interesting _ _ _ _ _ Boring 3. Relevant _ _ _ _ _ Irrelevant 4. Exciting _ _ _ _ _ Unexciting 5. Meaningful _ _ _ _ _ Meaningless 6. Appealing _ _ _ _ _ Unappealing 7. Fascinating _ _ _ _ _ Ordinary

Sales Tests
The additional sales generated by the ads are recorded, taking several routes Past sales before the ad and sales after the ad are noted. The difference is attributed to ad impact. Controlled Experiment- In experimental market, any one of the marketing mix is changed. It is compared with sales of similar market. The elements presence or absence is a reason for difference in sales. The inventory audit is dealers inventory before and after ad is run.

Advertising efficiency can be improved by better message, better positioning, better use of media, clear objectives, pretesting of the Ad etc.

You might also like