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4550: Evaluating Communications

4550: Evaluating Communications. Professor Campbell 2/15/05. Plan for the Day. Evaluation. Two Levels of Evaluation Questions. “Micro” Questions regarding specific marketing communications Prediction Assessment “Macro” Questions regarding general responses.

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4550: Evaluating Communications

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  1. 4550: Evaluating Communications Professor Campbell 2/15/05

  2. Plan for the Day Evaluation

  3. Two Levels of Evaluation Questions • “Micro” • Questions regarding specific marketing communications • Prediction • Assessment • “Macro” • Questions regarding general responses

  4. Purposes of “Micro” Ad Testing • Ad Development • Identify relevant points of difference or positioning • Understand targets’ wants, needs, views • Test rough ads to select finished ads • Identify means for improving communication • Ad Prediction • Test finished ads before media placement • Assign relative initial exposure levels for ads in a pool of ads • Ad Assessment • Test to check whether the ad seems to be “working”

  5. Pretest Measures • Time looking • Physiological measures • Galvanic Skin Response • Pupil dilation • Voice stress • Brain scans? • Moment-by-moment measures • Turn a dial to indicate level of interest at each moment while watching an ad

  6. Pretest Measures, continued • Message Recall • Unaided • Aided • Preference

  7. Management Judgment Ad Test • “Expert system approach” • Asks: • “Is the ad on strategy?” • “Does the execution seem right?” • Checklist • Target audience action objectives • Communication objectives and positioning • Execution guidelines/ attention tactics • Multiple judges

  8. Pluses and Minuses of Pretests

  9. PACT Principles of Copy Testing • Provides measurements that are relevant to the objectives of the advertising • Requires agreement about how the results will be used in advance of each specific test • Provides multiple measurements • Single measures are generally inadequate • Based on a model of consumer response to communications: the reception, comprehension, and response to stimuli • Allows for consideration of whether the advertising requires repetition • Recognizes that how “finished” the execution is affects response • Provides controls to avoid context effects • Takes into account proper sample definition • Can demonstrate reliability and validity

  10. Thought for the Day... It costs just as much to run an ineffective ad as it does to run an effective ad

  11. Methods for Predicting/Examining Effectiveness • Focus Groups • One-on-one interviews • “Theatre” Tests • “Survey” response • Sales Response • Split cable test • Purchase diaries • BehaviorScan

  12. Assessing Effectiveness • Recall tests • “Persuasion”

  13. Which Ad Pulled Best? • Gallup & Robinson • Test magazine placed in home • Interviewed the following day • List of ads appearing in the magazine is read and respondents are asked which they remember. If claim to remember, asked the impact questions

  14. Impact • Intrusiveness (PNR) • The % of respondents who can accurately describe the ad the day following exposure • Idea communication • The distribution of respondents’ descriptions of what was communicated by the ad (the selling propositions) and their reactions • Persuasion (FBA) • Distribution of how buying interest was affected

  15. Advertising Effectiveness • Recall alone is not predictive of effective ads • Recall and Persuasion combined is reasonably predictive • Recall + Persuasion + Media spending is even better

  16. Other Methods for Assessing Effectiveness

  17. Is a Super Bowl Ad a Good Marcom Investment?

  18. Measuring Effectiveness, Conclusions • Use implicit measures of memory and disposition • Brand recall, consideration set • What they know about a brand • Overall and specific attitudes • Brand choice • Test with your target • Test in contexts that match “real” ad exposure • Choose measures that are relevant to your communication objectives!

  19. Ad Testing • Ad test design must fit with the advertising strategy! TEST

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