Advertisement research L 10

2. Advertisement research L 10 Ing. Jiří Šnajdar 2013

3. 10. Advertisement research At decision about orientation of communication tools in scope of marketing mix, at aiming on certain end market, segment, appear different variants. One of decisive questions at choice is expected effectiveness of given announcement by certain communication channel.

4. Effectiveness of advertisement • Under effectiveness of advertisement is understood its influence on purchase behaviour of consumers : • measurement of communication effects (fulfilment of communication targets), i.e. what changes causes the communication : • - in subconscious, • - in knowledge, • - in attitudes, preferences, • in purchase intentions, • measurement of sales effects (fulfilment of purchases targets).

5. The basis of measurement of communication effects is following of its influence on all phases of purchase decision process (also for after-purchase behaviour). We differentiate : - effect of individual communication elements, - effect of whole campaign including medial component. Three main spheres of observation : - effect of message, announcement (copy), - effect of media, or “ bearer” of message (research of media), - following of costs on communication (own effectiveness of communication).

6. Classification of processes measuring the effect • Phase of communication process – knowledge, keenness, preference, sale, … • purpose : • development of concept diagnostic research of effect • finishing of “copy”, message • diagnostic research of effect • - optimisation of communication strategy, plan of communication,

7. Degree of processing used to research of effect : • - general form • - rough version • - end version. • Frequency of exposition : one exposure – more exposures. • Surrounding : independently led advertisement – in complex of others – in programme. • Place : home – “theatre” – “laboratory” – shop - … • Media : press – broadcasting media – outer advertisement - … • Geography : one city – few cities – whole state.

8. Position in time : • - before ending of message = “pre tests”, • - after ending of final version = “post tests” (up to position of market test). • Base of comparison: • - norms, standards, • control groups.

9. 10.1 Trends in research of communication effects • Equipment tests – reminding • Some methodical possibilities and nuances : • - tests without help (spontaneous equipment) • - tests with help (certain jumping-off point is stated - for example is offered complex of advertising spots or products categories), • - question, often by phone • - day-after recall tests : inquiring proceeds the next day after publication of advertisement.

10. Advantages : • - natural exposition, • - experiences (one of traditional way of measuring of advertising effect), • - credibility. • Disadvantages : • - validity (assumption binding knowledge – purchase) • - further it is assumed that learning can not be without information already laid in memory (from here follows importance of effect on knowledge), • Some researches do not confirm this assumption.

11. Usage : • rather for already finished spots, advertising (post-tests), • rather broadcasting media, • descriptive research. • Recognition tests • Some methodical possibilities and nuances : • - structure of asking : first questions for recognising, at the end questions for mark association (at spots) • - printed media : Starch test (magazines) – questioner with respondent go through a magazine (personal interview) – three basic levels :

12. cognitive (did they recognise ?) score, • association (did they recalled the name of advertiser ?) score, • preponderance (rate of those, who read most of the text) score. • To this come other specifics cognitive scores for individual components of given advertisement (title, text, logo, illustration, …) • Advantages : • high reliability, • quickness, easiness. • Disadvantages : • validity, • wrong answers.

13. Usage : • - as tool from sphere of post-tests, • - for research of media, • - rather printed communication (in case of TV spots is the base of interviewing the sequence of following main moments), • - rather descriptive research, • - in practice often connected with research of attitudes.

14. - Direct interviewing (on impressiveness of announcement) • Some methodical possibilities : • - use of groups interviews • - comparison of sequence (more than two advertisement according to different criterions), • - pair comparison, • - portfolio tests : tested advertisement placed among others • - “wrong” magazines, • - tests of central projection.

15. Advantages : • give information for expansion of communication influence. • Disadvantages : • - respondents are not any more typical consumers (spins a yarn, effort to delight the interviewer, halo effect) • influence of momentary disposition. • Usage : • - rather as pre-tests, • - diagnostic research, • - press, broadcasting media.

16. - Tests of marketing media communication based on measurements of attitudes what attitudes take consumers against an advertisement, spot, if there are any changes in attitudes. - Interception of attitudes In practical situation is measurement of attitudes connected with questions of equipment. Some methodical possibilities : jury test sequence tests – frame by frame – possible to connect with physiological measurement.

17. - Measurement of attitudes changes • We intercept situation before and after exposure (if and how change preferences, purchase intention). • Some methodical possibilities : • - theatre (hall) tests (respondents together in auditorium, theatre, projection hall), • - on-air tests : in home ambience with connection - - on telephone interviewing • - required tests : to advertisement is enclosed (or is included in) certain offer. Variant obtaining most reactions on it is the most successful.

18. Tracking studies : long-term following of consumers panel and changes of purchase intentions before and after exposition. Also is followed rate of knowledge about campaign, mark, mark image. • Advantages : • higher validity than in previous groups of tests. • Disadvantages : • - interpretation, • - at some tests contrived ambience, at some instability of exposition.

19. - Physiological testing • Some methodical possibilities : • - pupils-meters (measures enlargement of pupils), • - eyes cameras (what is the look concentrating on), • - frequency of winking, • - galvanometer (electrical resistance is changing according to tension in organism), • - height of voice, • - measurement of electrical activity in brain with ECG (electroencephalogram) and measurement of magnetic resonance of brain (marketing recommendations = neuromarketing),

20. - heart pulsation, • - breath frequency, • - combination of some above stated in form of lie detector, • - face expression, movements of muscles, • - saliva secretion, • …. • Advantages : • - objectivity (are not controlled by will), • - quickness, • - continuously (we can follow reaction during whole advertising exposition).

21. Disadvantages : • - covering (limited number of followed people), • - unnatural conditions, • - validity (binding on purchase) of interpretation, • - influence of micro-surrounding, • demandingness on technique equipment. • Usage : • - rather diagnostic research.

22. 10.2. Research of sales effect • Effectiveness of advertisement we evaluate according to binding on sale movement : • - controlled experiments, • - statistic analysis of sale and advertising data. • Controlled experiments • - Simulate tests of market • - Purchases stimulated with help of coupons

23. Each participant has to disposal collection of coupons. Used coupons testify about effectiveness of advertisement. • Field experiment • Usage of test marketing for requirements of effectiveness measurement of communication. Conditions of exposure, decision and purchasing are natural. • Possible methodical processes : • - simple field experiment : choice of test markets, exposure of displayed group to advertisement and measuring of results,

24. separated cable tests use : • - panels in more cities, • - cards in shops, • - reading equipment or journals, • - as x : spots alternatives, spot sets, media alternatives, level of costs, structure of costs, different time and program categorisation. • Variants : • - artificial exposition – purchases in nature ambience (here are not kept above stated natural conditions), • - natural exposition (use of cable TV or ERIM systems – transmission towers)

25. From here leads direct way to “dream” of all researchers, investigating effect of Advertisement, to so called data of one source, when is possible to determinate unequivocally, what buys a person, who is exposed to certain communication leverage at relative considerable keeping of nature conditions. • Advantages : • - validity • Disadvantages : • - time, • - expenses connected directly or indirectly with given action,

26. - influence of other inner and outer factors (example : necessity to repress advertising leverage in some areas and negative reactions of distributors), • - market changeability, • - disclosure of orientation by rivals, • harmonisation of ES and KS structure • - Analysis of sales and advertising data • - Frame by frame and time analysis. • - Regressive analysis : sale as function of variables, among them are also expenses on • advertisement, pertinently other variables from communication sphere.

27. Problems : • - relatively small variation of size of advertisement expenses. • - influence of others marketing variables, • - when expenses on advertisements are stated by percentage of sales. • - Relation of expenses on advertisement and possible effects from the sphere of • communication targets. • - Relation of sale and communication effects. • - Statement of own effectiveness of advertisement in classical meaning of comparison of • inputs and outputs :

28. Effectiveness towards other kinds of outputs : • - attendance in binding to communication leverage, • - targets of different organisations of charitable character in binding to successfulness of their communication approaches, • ecological and other activities and their ability to utilise communication tools. • 10.3 Medial researches • Effectiveness of spots, advertising etc. depends on method of spreading, handing on consumers. • Used basic characteristics are known from media planning : • ,

29. reach : number or % of potential possible exposures, • rating : number or % watching program from relevant persons (TV owners), frequency at press, • share : % watching program of those who have receiver switched on, • frequency : frequency of watching • GRP (gross rating points) : = reach x frequency (1 GPR = 1 exposition 1 % of households). • - Press media • primarily we assess : • - number of copies (circulation, printing, returned goods) , • - last reading (when they last read, leafed through – problems are with seasonality, prestige, forgetting),

30. - frequency, • - structure of readers, • - readers habits, • - other habits and consumable patterns. • Electronic media (transmitting) • We try to catch similar characteristics as at press media : • - size of audience, • - contemplation, • - popularity, • - frame characteristics of viewers, listeners.

31.  At TV contemplation the research uses panels. Traditional form of entries are journals. In CZ is using people-meter. Some people- meter projects also enable to catch popularity of programme. For radio broadcasting are more used repeated examinations. In the last time are used audio-meters, or radio-meters (analogy with people-meters). As for internet, to possible use of above stated levels modified for internet come up specific rates as Page Request, Page Views, Click-Rate, Click-Through-Rate, Click-Through, Visits, (Unique Ips, Unique Hosts), ATS - average time spent per visitor etc.

32. - Outer advertisement methods The main characteristic of outer advertisement is contemplation, placement, remembering etc. Placement of billboards.

33. Themes to think over At Starch tests is stated as disadvantage, that respondents can recognise advertising they have in fact never seen. How would you – from practical view of marketer – evaluate this situation ? How influence halo effect at measuring of advertisement efficiency ? Do you know from what elements of measuring of physiological exposures is composed lie detector ? Try to guess which one from both hemispheres of our brain goes in for feeling ?

34. 5. What other expressions would you recommend for following of “image” of advertisement spot ? 6. What disadvantages can have recorded studies and required tests ? 7. Why setting of budget on advertisement as percentage from sales leads to problems with use of regress analysis at measuring of advertising effect from view of sale targets ?