1 / 20

CHAPTER 19

CHAPTER 19. Measuring the Effectiveness of the Promotional Program. ARGUMENTS FOR AND AGAINST MEASURING EFFECTIVENESS. Reasons to measure effectiveness. Reasons not to measure effectiveness. Avoiding costly mistakes Evaluating alternative strategies

klinej
Download Presentation

CHAPTER 19

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CHAPTER 19 Measuring the Effectiveness of the Promotional Program

  2. ARGUMENTS FOR AND AGAINST MEASURING EFFECTIVENESS Reasons to measure effectiveness Reasons not to measure effectiveness • Avoiding costly mistakes • Evaluating alternative strategies • Increasing the efficiency of advertising in general • Cost • Research problems • Disagreement on what to test • The objections of creative • Time

  3. CONDUCTING RESEARCH TO MEASURE ADVERTISING EFFECTIVENESS WHAT TO TEST • Source factors • whether the spokesperson is being used is effective • How the target market will respond to him/her • Whether changes in the source’s attractiveness or likability or other external factors may lead to changes in source effectiveness.

  4. Message variables • Media strategies • The effective media class, subclass or specific vehicles. • The effective location within a particular medium. • The favorable size of ad or length of commercial. • Vehicle option source factors • The scheduling

  5. Budgeting decisions • The effect of budget size on advertising effectiveness • The effects of various ad expenditures on sales • Whether increasing their ad budget directly increases sales

  6. WHEN TO TEST • Pretesting Pretests are measures taken before the campaign is implemented Types of pretest Concept testing Layout of the ad campaign Storyboards and animatics Methodologies Focus group discussion Rating scales

  7. Advantages -Inexpensive -Problem identification -Evaluation of more than one version of the ad Disadvantages -Communication may not be effective as the final products -Time delays • Posttest

  8. PosttestsPosttests are measures taken after the ad or commercial has been in the field. Posttesting is designed to – • Determine if the campaign is accomplishing the objectives sought • Serve as input into the next period’s situation analysis

  9. WHERE TO TEST • Laboratory tests • People are brought to a particular location where they are shown ads and/or commercials. • The testers either asks questions about the ad or measure participant’s responses by other methods. • The major advantage of lab setting is the control. • The major disadvantage is the lack of realism.

  10. Field tests • Field test are tests of the ad/commercial under natural viewing situations, complete with the realism of noise, distractions and the comfort of home • Field tests take into account the effects of repetition, program content and even the presence of competitive messages. • The major disadvantage is the lack of control. Tests usually take more time and money to conduct.

  11. THE TESTING PROCESS • CONCEPT GENERATION & TESTING Concept testing is conducted very early in the campaign development process in order to- - Explore the targeted consumer’s response to a potential ad/campaign or - Have the consumers evaluate advertising alternatives.

  12. ObjectiveExplores consumers’ responses to various advertising concepts as expressed in words and pictures. Method Consumers - who match the characteristics of target audiences Methods – focus group, direct questioning and survey completion Sample sizes – depending on the number of concepts to be presented Output Qualitative and/or quantitative data evaluating and comparing alternative concepts.

  13. ROUGH ART, COPY AND COMMERCIAL TESTING • Comprehension and reaction tests • These tests are designed to assess- - whether the ad/commercial conveys the meaning intended. - the reaction of advertising generates • Methods- personal interviews, group interviews and focus groups

  14. Consumer juries Objective Potential Viewers are asked to evaluate ads and give their reactions to and evaluation of them. Method Respondents are asked to view ads and rate them. The best advertising is that which wins the most times. Output An overall reaction to each advertising as well as a rank ordering of the ads based on the viewers’ perceptions.

  15. Limitations • The consumer may become a self-appointed expert. • A halo effect is possible. • Preferences for specific types of advertising may overshadow objectivity.

  16. PRETESTING OF FINISHED ADS Pretesting finished print messages • Portfolio tests A laboratory methodology designed to expose a group of respondents to a portfolio of test ads. Respondents are then asked what information they recall from the ad. Weaknesses- Interest in the product/product category Respondents know they are participating in a test

  17. Readability tests The communications efficiency of the copy in a print advertising can be tested without readers’ interview by – • Appeal of the material • Length of sentences • Familiarity with certain words • Educational background of the target audiences

  18. Dummy advertising vehicles • Objective To determine- *Main idea communication *Likes and dislikes *believability and likability *Ad & brand attribute ratings • Ads are placed in ‘dummy’ magazines developed by an agency or research firm. • Magazines are distributed to a random sample of homes in predetermined geographic areas. • Readers are interviewed on their reactions to both editorial content and ads.

  19. Pretesting finished broadcast ads • Theatre tests • On-air tests

More Related