Assessing Advertising Effectiveness 15 Advertising Research Message

Assessing Advertising Effectiveness 15

Advertising Research Message Research Media Research • To test effectiveness of creative message • Pretesting to eliminated ineffective ads • Posttesting to to determine if messages achieve their established objectives 2

Advertising Research Message Research Media Research • Attempts to ascertain audience’s characteristics and the size of that audience so that ratings can be determined 3

Ideal Measure of Advertising Research • Provide an early warning signal • Evaluates in terms of sales volume generated by advertising • Satisfy reliability & validity • Permit quick & inexpensive measurement 4

Advertising Research Methods Media Research Methods Magazine Radio Television 5

Media Research Methods Variety of resource materials are available to advertisers for determining potential audience sizes for specific media vehicles e. g. , Competitive Media Report’s Ad $ Summary 6

Magazine Audience Measurement • Tally the number and characteristics of a magazine’s subscribers? • Subscriptions are collected through intermediaries • Purchased at newsstands, retailers • Distributed at public locations; or passed along 7 by subscribers

Magazine Audience Measurement • Simmons Market Research Bureau (SMRB) • Mediamark Research, Inc. (MRI) • Specialized in measuring magazine readership and determining audience size • Provide with product/brand usage and demographic information 8 • Use different measurement techniques

Simmons Market Research Bureau and Mediamark • Audience size and composition for over 200 publications • Broadcast exposure and usage of over 800 consumer products and services • How many female homemakers who buy sunscreen read Golf Digest? 9

Simmons Market Research Bureau • Number of adults • Number of users • Percent of users in categories (i. e. female) • Percent of category using product (i. e. % of all females using) • Index number • All by heavy, medium, and light user 10

Index Numbers Using SMRB and/or Mediamark % of 11 users in segment Index = --------------------% of population in segment 11 Adapted from Belch & Belch

Magazine Audience Measurement Media-Selection • • Size of potential audience 12 Attractiveness of vehicle coverage Cost comparison with other vehicles Appropriateness for advertised brand 12

Radio Audience Measurement 13

TV Audience Measurement 14

Advertising Research Methods Message Research Methods Recognition & Recall Emotions Physiological Arousal Persuasion Sales Response 15

Message Research Methods Recognition & Recall • Starch readership service (magazines) • Burke day-after recall (TV) • Bruzzone tests (TV) Emotions Physiological Arousal Persuasion Sales Response 16

Measures of Recognition & Recall Starch readership service 17

Message Research Methods Recognition & Recall • Starch readership service (magazines) More a measure of attention-getting & reading than of recall Emotions Physiological Arousal Persuasion Sales Response 18

Message Research Methods Recognition & Recall • Burke Day-After Recall (TV): DAR When should recall be used? What are the problems? Emotions Physiological Arousal Persuasion Sales Response 19

CPM The 8 Stages of Consumer Information Processing 20

When does Memory Matter? When information in memory is used as basis for evaluation (memory-based judgments) When information in memory is useful for distinguishing brand from competition When information in memory is not available in retail/decision context 21

Message Research Methods • Online Processing Attitude formed during ad exposure Recognition & Recall Emotions Physiological Arousal • Memory-Based Processing Attitude formed after exposure Persuasion Sales Response 22

Measures of Recognition & Recall Bruzzonetested commercial for American Express 23

Measures of Recognition & Recall 24

Message Research Methods Recognition & Recall • The warmth monitor • Market Fact’s TRACE • BBDO’s emotional measurement system Emotions Physiological Arousal Persuasion Sales Response 25

Message Research Methods Recognition & Recall • Galvanometer (GSR) • Pupillometer • Voice-pitch analysis (VOPAN) Emotions Physiological Arousal Persuasion Sales Response 26

Message Research Methods • ASI theater testing • ARS Persuasion method by rsc The Quality Measurement System(rsc for short) Recognition & Recall Emotions Physiological Arousal Persuasion Sales Response 27

Conclusions by rsc • Ad copy must be distinctive • Ad weight without persuasiveness is insufficient • The selling power of advertising wears out over time 28

Direct Response Advertising West Virginia Tourism Fahlgren

Message Research Methods Recognition & Recall • IRI’s Behavior. Scan • Nielsen’s SCANTRACK Emotions Physiological Arousal Persuasion Sales Response 30

Measures of Sales Response Single-Source Systems Gather purchase data from panels of households using optical scanning equipment and merge it with household demographic characteristics and with information about casual marketing variables that influence household purchases 31

Measuring Web Ads • Major future increases in Internet advertising are probable • Difficulty of tracking return on investment and the lack of reliable and valid measurement information are barriers • The development of accurate measurement systems is the key for future 32