Measuring the Effectiveness of the Promotional Program

1. Measuring the Effectiveness of the Promotional Program

2. Marketer’s Views Toward Measuring Effectiveness

3. Reasons For and Against Measuring Effectiveness Advantages Disadvantages Cost of measurement Avoid costly mistakes Avoid costly mistakes Cost of measurement Research Method Difficulties Research problems Evaluate alternative strategies Evaluate alternative strategies Disagreement on what to test Disagreement on what to test Increase efficiency in general Increase efficiency in general Determine if objectives are achieved The objectives of creative The objectives of creative Determine if objectives are achieved Time

4. Where to test • Laboratory tests • Field tests • How to test • Testing guidelines • Appropriate tests • When to test • Pretesting • Posttesting Measuring Advertising Effectiveness • What to test • Source factors • Ad conceptsand messages • Media strategies • Finished Ads • What to test • Source factors • Message variables • Media strategies • Budget decisions • Where to test • Laboratory • Field • When to test • Pretesting • Posttesting

5. 1.Concept Testing 2.Rough Testing 3.Finished Art or Commercial Testing 4.Market Testing (Post-testing) The Testing Process 1.Concept Testing 2.Rough Testing Occurs at Various Stages 3.Finished Art or Commercial Testing

6. Pretesting Methods Laboratory Field Consumer Juries Consumer Juries Dummy Ad Vehicles Dummy Ad Vehicles On-air Tests Portfolio Tests Portfolio Tests Physiological Measures Physiological Measures Theater Tests Theater Tests Rough Tests Rough Tests Concept Tests Concept Tests Reliability Tests Reliability Tests Comprehension and Reaction Tests Comprehension and Reaction Tests

7. Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols Alternatives are exposed to consumers who match the target audience Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc. Sample sizes depend on the number of concepts and the consensus of responses Qualitative and/or quantitative data evaluating and comparing alternative concepts Concept Testing Objective Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols Alternatives are exposed to consumers who match the target audience profile. Method Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc. Sample sizes depend on the number of concepts being tested and the “consensus level” of initial responses. Output

8. Recall Tests Tracking Studies Association Measures Recognition Tests Single-Source Systems Inquiry Tests Field Posttesting Methods Recall Tests Association Measures Methods Recognition Tests Single-Source Systems Inquiry Tests

9. Positioning Advertising Copy Testing (PACT) 1. Provide measurements relevant to objectives of advertising 2. Require agreement on how results will be used before each test 3. Provide multiple measures (Single measures aren't adequate) 4. Be based on a model of human response to communications 5. Consider multiple versus single exposure to the stimulus 6. Require alternative executions to have the same degree of finish 7. Provide controls to avoid the biasing effects of exposure context 8. Take into account basic considerations of sample definition 9. Demonstrate reliability and validity

10. An Animatic Example from Airwalk *Click outside of the video screen to advance to the next slide

11. Resulting Spot from the Animatic Rough *Click outside of the video screen to advance to the next slide

12. A laboratory method Includes test and control ads Portfolio test have problems Based on syllables per 100 words Distributed to random sample of homes Other factors also considered Product interest may still bias results Pretesting Finished Print Ads A laboratory method Portfolio Tests Includes test and control ads Portfolio test problems: Halo Effects Readability Tests Based on # syllables per 100 words Measures comprehension efficiency Dummy Advertising Vehicles Distributed to random sample of homes

13. Theater Tests On-Air Tests • Measures: • Interest in and reaction to the commercial • Changes in product preferences • Emotional reactions and engagement using an adjective checklist • Recall of content, brand name, information, etc. • Interest in the brand presented • Continuous (frame-by-frame) reactions • Insertion in TV programs in specific markets • Typically measure “Day After Recall” (DAR) as main variable of interest • Split Broadcasts Pre-testing Finished Broadcast Ads Theater Tests

14. Pupil dilation Galvanic skin response Brain waves (EEGs) & FMRI Eye tracking Physiological Measures (Lab) Galvanic skin response Pupil dilation Testing Eye tracking

15. Post-Test “Starch-Scoring” of Print Ads • Noted score– the percentage of readers who remember seeing the ad • Seen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brand • Read most score—the percentage of readers who report reading at least half of the copy portion of the ad.

16. Day after recall tests Persuasive measures Tracking studies Diagnostics Single-source tracking Comprehensive measures Test marketing Post-Testing Broadcast Commercials Persuasive measures Day after recall tests Diagnostics Testing Comprehensive measures Single-source tracking Test marketing