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ADVERTISING: Research

ADVERTISING: Research. Measuring Advertising Effects SALES ?. Product Quality. Competition. Promotion. Price Policy. SALES. The Economy. Distribution. Reasons to Measure Avoid costly mistakes Evaluate strategies Increase efficiency of advertising. Reasons Not to Measure

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ADVERTISING: Research

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  1. ADVERTISING:Research

  2. Measuring Advertising EffectsSALES? Product Quality Competition Promotion Price Policy SALES The Economy Distribution

  3. Reasons to Measure Avoid costly mistakes Evaluate strategies Increase efficiency of advertising Reasons Not to Measure Cost of measurement Problems with research Disagreement about what to test Creative objections Measuring Advertising Effects

  4. FORMATIVE RESEARCH Focus groups and surveys of consumers PRETESTS Concept tests PILOT TESTS Consumer juries Physiological measures Theatre, on-air (split run cable) tests POSTESTS Recall and Recognition tests (day after) Measuring Advertising Effects

  5. FORMATIVE RESEARCH

  6. Formative Research Basic understanding of consumers • Existing knowledge, attitude, and behavior • Approaches: • Focus groups (generate ideas) • Small surveys (understand prevalence) • Limitations • Small samples may not be trustable • May not represent the target market

  7. Research House (Canada)

  8. PRETESTS

  9. Concept Testing Ideas shown to people in target audience • Reactions and evaluations sought • Qualitative and/or quantitative data • Limitations: • Sample sizes are small (not quantifiable) • Consumers become instant “experts” • Members may not represent the target market • Results may seem definitive than they are • Company example

  10. PILOT TESTS

  11. Consumer Juries Potential viewers evaluate ads • 50 to 100 participants • Overall reaction to each ad • And rank ordering of ads • Examples of questions: • 1. Which ads would you most likely read? • 2. Which headlines interests you the most? • 3. Which ad convinces you of the product’s quality? • 4. Which ad did you like best? • 5. Which ad did you find most interesting? • Company example

  12. Starch Data Used for print Ads • Asses what people saw • Measures what they remember • Used to compare ads

  13. Subject Stimulus Object Nude Female Nude Male Nude Infant Pupil Dilation Size of Subjects pupils are measured • Action  Dilation • Disinterest  Constriction Male Female

  14. Pupil Dilation - Camera

  15. Galvanic Skin Response Measures sweating • GSR responds to: • feelings • attention • may indicate: • long-term recall • effectiveness

  16. GSR Devices“Biofeedback”

  17. GSR Devices(with probes)

  18. GSR Devices

  19. Brain wave activity (EEG) Measures brain wave activity 1. Alpha activity is bad • Associated with • Inactivity, resting & sleeping • So: avoid ads with high alpha 2. Hemispheric lateralization • Distinguishes between activity in the different hemispheres of the brain • Tells you what people are attending to

  20. Cap

  21. Eye Movements Measures what is looked at • Method • Eye camera and advanced electronics • Output: • Eye movements tell what is seen • And what will be… • comprehended • recalled

  22. Device

  23. Broadcast Tests • Theater tests • Product preferences • Interest in the commercial • Reactions (an adjective checklist) • Recall of particular aspects • Interest in the brand • Continuous (frame-by-frame) reactions

  24. Theater Test

  25. Theater Test – Continuous Reaction Measures

  26. Theater Test – Recall Measures

  27. Broadcast Tests • On-air tests • TV programs in specific markets • Day-after recall • Split Cable studies • Ad run in one area, but not another • One ad in one area, different ad in the other • Day after recall • SALES

  28. POST TESTS

  29. 1. Please look over these pictures and words from a TV commercial. (Announcer) Remember Jared from Name? Turns out he has inspired a lot of people. (Singer) …You’re still looking good. He’ll show you the way. His name is Jared, and he’ll lead you to Name. 2. Do you remember seeing that commercial on TV? Yes No Not sure 3. How interested are you in what that TV commercial is trying to tell you or show you about what's being advertised? Very interested Somewhat interested Not interested 4. How does it make you feel about what's being advertised? Good OK Bad Not sure 5. Please check any of the following if you feel they describe that commercial. Amusing Appealing Familiar Fast moving Pointless Seen a lot

  30. Broadcast Tests – Day After Recall

  31. Summary • 4 Basic Types of Ad Research: • Formative research • Pre tests • Pilot tests • Post tests • Each has it’s own use • Use the one appropriate for what you want to know

  32. Quote of the day Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. • David Ogilvy (Ogilvy & Mather)

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