ADV 435 EVALUATION
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ADV 435
EVALUATION
REASONS TO MEASURE EFFECTIVENESS
• HELPS AVOID COSTLY MISTAKES• EVALUATES ALTERN. STRATS• TARGETS• MEDIA (NETWORK VS. SPOT)• MESSAGES• TONE• USP• IMAGE VS. PRODUCT
REASONS TO MEASURE EFFECTIVENESS
• INCREASE EFFICIENCY
• PROVIDES OBJECTIVITY• FOCUSES DIRECTION
REASONS NOT TO MEASURE EFFECTIVENESS
• COST • EXPENSIVE• HOW MUCH SAVINGS?
REASONS NOT TO MEASURE EFFECTIVENESS
• METHODOLOGIES• LIMITED TIME• TOO MANY VARIABLES• QUESTIONABLE CORRELATIONS (CAUSE/EFFECT)
REASONS NOT TO MEASURE EFFECTIVENESS
• WHAT TO TEST?• IMPACT ON SALES• IMAGE• BRAND IDENTITY• AWARENESS
REASONS NOT TO MEASURE EFFECTIVENESS
• TESTING COPY• CREATIVES HATE THIS• CASTS ASPERSIONS ON CREATIVITY• CAN’T MEASURE FULL IMPACT• RE-SHOOTS ARE EXPENSIVE• DITTO ADDITIONAL SCENES
REASONS NOT TO MEASURE EFFECTIVENESS
• TESTING STORYBOARDS• CAN IMPACT RESULTS SINCE ITS NOT ACTUAL SPOT• PEOPLE IMAGINE FINISHED SPOT INSTEAD OF SEEING IT
REASONS NOT TO MEASURE EFFECTIVENESS
• TIME• CAN DELAY START OF ADS• COULD LOSE WINDOW OF OPPORTUNITY
ACTUALLY LARGER BUDGET = MORE TESTING
PROCESSBENCHMARKS• ESTABLISHES A COMPARISON BASE• CAN BE USED OVER TIME• EASIER TO AGREE UPON
WHAT TO MEASURECONCEPT TESTING• start of creative process• product names• slogans/taglines• themes• claims/promises• positioning
WHAT TO MEASURECONCEPT TESTING• later• music and art• spokespeople/endorsers• humor/voiceovers• words• order of elements
How to Concept Test• focus groups• mall intercepts• one on one interview
Copy Testing• predicts effectiveness• Aids further development• does NOT establish
causal link to sales
Copy Testing• Test vs. normal value for:• awareness• persuasion• likeability (actors/spokespeople)
• Scores compared to benchmarks
Copy Testing
Two basic types1. Diagnostic2. evaluative
Diagnostic Testing
• may tell what’s wrong, but not how to fix it
• open ended questions• relates to specifics
Evaluative Testing
• focus on:• likeability• persuasion
Evaluative Testing• Frame by Frame• uses push buttons • Gauges:• like/dislike and why• actors/VO/Celebs• sets/shots/angles• copy/music/sfx
Stages of Unfinished Spots• storyboards• animatic – storyboard
with sound• Photomatic – Photos
with sound
Stages of Unfinished Spots•Ripamatic – Footage
from other spots with sound
•Liveamatic– Actual/ Stand in Actor, no sets •MOS – Remember?
Fundamentals for copy testing by 21 agencies
1. Measurements relevant to Objectives of ad
2. Advance agreement how results will be used
3. Multiple measurements• No universally accepted
single measurement
Fundamentals for copy testing by 21 agencies
4. Basis = Human Response to Communication
• Reception of Stimulus• Comprehension• Response
Fundamentals for copy testing by 21 agencies
5. Allows for consideration of multiple exposures
• OK if they didn’t “get it” the first time
Fundamentals for copy testing by 21 agencies
6. All executions be tested at same time
• Eliminates time bias and• People favor spots closer to
“Finished”
Fundamentals for copy testing by 21 agencies
7. Controls to avoid other bias• off air vs. on air• inside comedy show vs. drama• other spots in pod
Fundamentals for copy testing by 21 agencies
8. Proper Sampling techniques• size• representation
Fundamentals for copy testing by 21 agencies
9. Reliability & validity of system• Tried and True• reference existing or
past clients
Concurrent Testing
Testing while campaign runs
Concurrent Testing
1. Tracking Studies2. Coincidental studies
Concurrent TestingTracking Studies• Sales• Consumer Surveys• Awareness• Attitude• communication playback• message recall
Concurrent TestingTracking Studies• product Usage• from sales force• from syndicated research• new or repeat• frequency
Concurrent TestingTracking Studies• product Satisfaction• Conducted periodically•Mostly waves (Blocks)•Monthly or Quarterly
• Methods• Telephone/Pantry Checks• E-mail/ direct Mail/Mall Inter• Diaries/Scanner Data
Concurrent TestingCoincidental Studies• not by accident• telephone surveys during viewing time• rarely done anymore• tested immediate recall
Post TestingSame as Concurrent but AFTER campaign not during.
Focus on:• Communication Effects• Behavioral Effects
Post TestingCommunication Effects• Recognition (Print)• Recall (All Media)• Attitudes & Awareness
Post TestingBehavioral Effects• Sales• Inquiries• Traffic
Post TestingRecognition TestsScore:
• Noted: % having seen at some point
• Seen Associated: % remembering Brand in Ad
Post TestingRecognition Tests Score:
Read Most: % Reading or Recall Half or
More of Copy• Signature: % remembering
Brand name or Logo
Post TestingRecall Tests • Using is Dropping• Primarily for TV
Post TestingRecall Tests •Measures Impact:• Intrusiveness – Gets attention• Idea communication - % who recall specific sales points• Persuasion – pre/post score of “favorable Buying Attitude”• commercial reaction• Like scale & Excellence Scale
Post TestingRecall Tests Most Popular method was Day After recall from Burke Market Research often referred to as “Burking It” Since sold and incorporated into Apex Syst.
Post TestingRecall Tests Why in decline?• Cost• Timing (after Campaign)• too late to impact next campaign• Sales data already in• A & A studies reflect results• Nielsen can customize models
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