Evaluation of advertisements

Mr. Amit GargMr. Amit GargAssistant Professor,Assistant Professor,

Deptt. of Management Studies,Deptt. of Management Studies,Malout Institute of Management & Information Technology, Malout Institute of Management & Information Technology,

Malout - 152107Malout - 152107Distt. Muktsar (Punjab)Distt. Muktsar (Punjab)

84271-0500284271-05002Email: Email: [email protected]@gmail.com

EVALUATION EVALUATION OFOF

ADVERTISEMENTS ADVERTISEMENTS

Measuring advertising effectiveness Measuring advertising effectiveness

Creative concept research: Creative concept research: Creative specialists prepare several tentative ad Creative specialists prepare several tentative ad

conceptsconcepts Researchers conduct focus group to find out the best Researchers conduct focus group to find out the best

concept.concept. Pre-testing: it is used to increase likelihood of creating Pre-testing: it is used to increase likelihood of creating

most effective ad message. Helpful in spotting flaws in most effective ad message. Helpful in spotting flaws in the ad message.the ad message.

Post-testing: helpful in judging effectiveness of ad.Post-testing: helpful in judging effectiveness of ad. In-depth interviewsIn-depth interviews Focus group Focus group

Evaluative research / pre-testing methods: Evaluative research / pre-testing methods: Variables tested- ability of ad to attract attention, Variables tested- ability of ad to attract attention,

message comprehension by audience, recall of copy message comprehension by audience, recall of copy points, probability of purchase by customers etc.points, probability of purchase by customers etc.

Pre-tests should be used as guides and not as final Pre-tests should be used as guides and not as final indicators of success.indicators of success.

Generally direct questions are asked in pre testing. Eg: Generally direct questions are asked in pre testing. Eg: have you liked the ad?, your purchase intention etc.have you liked the ad?, your purchase intention etc.

This technique is used for testing alternative ads during This technique is used for testing alternative ads during early stages of development. early stages of development.

Other pre-testing methods: focus group, portfolio tests, Other pre-testing methods: focus group, portfolio tests, paired comparison, order of merit test etc.paired comparison, order of merit test etc.

Number of evaluations required in paired comparison:Number of evaluations required in paired comparison: n(n-1)/2 n(n-1)/2

Methods for pre-testing advertisingMethods for pre-testing advertising

Print advertising:Print advertising: Direct questioning:Direct questioning: respondents are asked about respondents are asked about

specific questions about the ads.specific questions about the ads. Focus group:Focus group: 8-10 people participate in discussion & 8-10 people participate in discussion &

interview. Role of moderator is crucial.interview. Role of moderator is crucial. Portfolio test:Portfolio test: one group of respondents is exposed to one group of respondents is exposed to

a portfolio of test ads interspersed among other ads & a portfolio of test ads interspersed among other ads & editorial matter. Another group sees the portfolio without editorial matter. Another group sees the portfolio without the test ads. the test ads.

Order of merit test:Order of merit test: respondents see two or more respondents see two or more alternate ads & arrange them in rank order.alternate ads & arrange them in rank order.

Paired comparison test:Paired comparison test: respondents compare each respondents compare each ad in a group.ad in a group.

Mock magazine test:Mock magazine test: ads to be tested are stripped ads to be tested are stripped into a magazine which is left with respondents for a into a magazine which is left with respondents for a specified time.specified time.

Direct mail test:Direct mail test: two or more ads are mailed to two or more ads are mailed to different potential customers on a mailing list to test different potential customers on a mailing list to test which ad attracts more orders. which ad attracts more orders.

Television and radio advertising:Television and radio advertising: Central location test:Central location test: respondents see test respondents see test

commercial film in a central location such as shopping commercial film in a central location such as shopping centre.centre.

Clutter test:Clutter test: test commercials along with non test commercials along with non competing control commercials are shown to competing control commercials are shown to respondents to determine their effectiveness, measure respondents to determine their effectiveness, measure comprehension & attitude shifts & detect weak points.comprehension & attitude shifts & detect weak points.

Trailer test:Trailer test: respondents see or listen to commercials respondents see or listen to commercials in trailers at shopping centres & receive coupons for the in trailers at shopping centres & receive coupons for the advertised products. advertised products.

Theatre test:Theatre test: respondents use electronic equipment to respondents use electronic equipment to indicate what they like or dislike as they view TV indicate what they like or dislike as they view TV commercials shown in theatre setting.commercials shown in theatre setting.

Live telecast test:Live telecast test: test commercials are shown on test commercials are shown on closed circuit or cable TV & subsequently respondents closed circuit or cable TV & subsequently respondents are interviewed by telephone.are interviewed by telephone.

Sales experiment:Sales experiment: alternative radio or TV alternative radio or TV commercials run in two or more markets.commercials run in two or more markets.

Physiological test ing:Physiological test ing: Pupil lometeric device:Pupil lometeric device: dilation of respondent’s pupil dilation of respondent’s pupil

is measured presumably to indicate respondent’s is measured presumably to indicate respondent’s interest.interest.

Eye movement camera:Eye movement camera: the route the respondent’s the route the respondent’s eye travelled is superimposed over an ad to show the eye travelled is superimposed over an ad to show the areas that attracted & held attention.areas that attracted & held attention.

Galvanic skin response (electrodermal Galvanic skin response (electrodermal response):response): a mild electrical current measures a mild electrical current measures respondent’s sweat gland activity to measure the tension respondent’s sweat gland activity to measure the tension an ad creates.an ad creates.

Voice pitch analysis:Voice pitch analysis: a customer’s voice response is a customer’s voice response is taped & a computer is used to measure changes in voice taped & a computer is used to measure changes in voice pitch caused by emotional responses.pitch caused by emotional responses.

Brain pattern analysis:Brain pattern analysis: a scanner monitors the a scanner monitors the reaction of respondent’s brain.reaction of respondent’s brain.

Hemispheric lateralization:Hemispheric lateralization: this distinguishes this distinguishes between alpha activity in left & right side of the brain.between alpha activity in left & right side of the brain.

Post testing methodsPost testing methods

It occurs when advertising has run.It occurs when advertising has run. Generally more expensive & time consuming than pre Generally more expensive & time consuming than pre

testing.testing. Five broad categories of post testing methods:Five broad categories of post testing methods: Aided recall (recognition-readership)Aided recall (recognition-readership) Unaided recallUnaided recall Attitude testsAttitude tests Inquiry testsInquiry tests Sales testsSales tests

Recall refers to a measure of proportion of a sample Recall refers to a measure of proportion of a sample audience that can recall an ad as having seen.audience that can recall an ad as having seen.

In aided recall respondents are shown certain ads with In aided recall respondents are shown certain ads with the name of the sponsor or brand concealed & then the name of the sponsor or brand concealed & then asked whether their previous exposure was through asked whether their previous exposure was through reading, viewing or listening.reading, viewing or listening.

In unaided recall respondents are asked without prompt In unaided recall respondents are asked without prompt whether they read, saw or heard advertising message.whether they read, saw or heard advertising message.

Tests to measures recall of print adsTests to measures recall of print ads

Recall testsRecall tests ASI print plusASI print plus Gallup & Robinson impact testGallup & Robinson impact test

Recognition refers to whether a respondent can Recognition refers to whether a respondent can recognize an advertisement as having seen before.recognize an advertisement as having seen before.

Such tests are conducted by mail survey.Such tests are conducted by mail survey. Recognition/readership tests provide a mechanism for Recognition/readership tests provide a mechanism for

breaking a print ad into its more important elements such breaking a print ad into its more important elements such as headlines, visuals, body copy & logo & how these are as headlines, visuals, body copy & logo & how these are remembered by a sample of respondents.remembered by a sample of respondents.

Purpose of test is to show advertisers that the mere Purpose of test is to show advertisers that the mere presence of an ad does not ensure that readers notice or presence of an ad does not ensure that readers notice or pay attention to it.pay attention to it.

Inquiry refers to checking the effectiveness of ads in print Inquiry refers to checking the effectiveness of ads in print media on the basis of which consumers respond by media on the basis of which consumers respond by requesting for more information.requesting for more information.

Inquiry may depend upon phone calls received from Inquiry may depend upon phone calls received from interested persons, coupons returned or requests for interested persons, coupons returned or requests for free samples. free samples.

Day after recall (DAR): most popular method of post Day after recall (DAR): most popular method of post testing in broadcast industry.testing in broadcast industry.

Aided recallAided recall Unaided recallUnaided recall

DAR provides norms giving advertisers a standard for DAR provides norms giving advertisers a standard for comparing how well their ads are performing.comparing how well their ads are performing.

But DAR may favour unemotional appeals as the But DAR may favour unemotional appeals as the respondents are asked to verbally express the message.respondents are asked to verbally express the message.

Attitude tests: to measure effectiveness of the ad Attitude tests: to measure effectiveness of the ad campaign in creating a favorable image for a brand or a campaign in creating a favorable image for a brand or a company.company.

5 techniques of attitude testing: direct questioning, rating 5 techniques of attitude testing: direct questioning, rating scales, checklists, semantic differential & partially scales, checklists, semantic differential & partially structured interviews.structured interviews.

Sales tests: comparing past sales with current sales.Sales tests: comparing past sales with current sales. Tracking studies: to measure effects of advertising at Tracking studies: to measure effects of advertising at

regular intervals.regular intervals. It is applied both to print & broadcast media ads.It is applied both to print & broadcast media ads. Through it awareness, recall, interest & attitude toward Through it awareness, recall, interest & attitude toward

the ad is tested.the ad is tested. Methods: telephone surveys, personal interviews, mall Methods: telephone surveys, personal interviews, mall

intercepts, mail surveys.intercepts, mail surveys.

Diary test: a group of target consumers a persuaded to Diary test: a group of target consumers a persuaded to maintain a diary to maintain records of brands maintain a diary to maintain records of brands purchased, brand switches, brands used for various purchased, brand switches, brands used for various purposes, media usage etc. purposes, media usage etc.

these diaries are reviewed to determine whether the ad these diaries are reviewed to determine whether the ad message is reaching the right target audience.message is reaching the right target audience.

Consumer panel: consumers are recruited as panel Consumer panel: consumers are recruited as panel members. They belong to a particular designated area. members. They belong to a particular designated area.

A card identifies consumer’s household & demographics.A card identifies consumer’s household & demographics. on every purchase they present the card at checkout on every purchase they present the card at checkout

counter in supermarket.counter in supermarket. Through scanners the details of purchase are recorded.Through scanners the details of purchase are recorded. Panel members are split into matched groups with each Panel members are split into matched groups with each

group receiving different versions of an advertisement.group receiving different versions of an advertisement. The attached electronic meters to their TV sets record The attached electronic meters to their TV sets record

TV viewing to ascertain whether they saw the TV viewing to ascertain whether they saw the commercial, when they saw & how often they saw it. commercial, when they saw & how often they saw it.

Gallup & Robinson impact test: used for tracking recall of Gallup & Robinson impact test: used for tracking recall of ads appearing in magazines to assess performance & ads appearing in magazines to assess performance & effectiveness.effectiveness.

In it test magazines are placed in participants’ homes & In it test magazines are placed in participants’ homes & they are asked to read the magazine that day.they are asked to read the magazine that day.

A telephone interview is conducted the second day to A telephone interview is conducted the second day to assess recall of ads, copy points etc.assess recall of ads, copy points etc.

Sample size: 150 Sample size: 150

Strach readership report: determining recognition of print Strach readership report: determining recognition of print ads & comparing them to other ads of the same variety ads & comparing them to other ads of the same variety or in the same magazine.or in the same magazine.

Samples are drawn from 20-30 urban areas reflecting Samples are drawn from 20-30 urban areas reflecting geographic circulation of magazine.geographic circulation of magazine.

Sample size: minimum of 200 males & femalesSample size: minimum of 200 males & females Participants are asked to go through the magazine & Participants are asked to go through the magazine &

provide specific responses.provide specific responses.

3 recognition scores:3 recognition scores: Noted score- %age of readers who remember seeing adNoted score- %age of readers who remember seeing ad Seen associated score- %age of respondents who recall Seen associated score- %age of respondents who recall

seeing or reading any part of ad identifying product or seeing or reading any part of ad identifying product or brand.brand.

Read-most score- %age of readers who report reading Read-most score- %age of readers who report reading at least half of the copy portion of the ad.at least half of the copy portion of the ad.

Essentials of effective testingEssentials of effective testing

Establish communication objectivesEstablish communication objectives Use a consumer response modelUse a consumer response model Use both pre tests & post testsUse both pre tests & post tests Use multiple measuresUse multiple measures Understand & implement proper researchUnderstand & implement proper research