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Testing procedure should be relevant to objectives. Researchers should agree on how the results will be used
in advance. Multiple measures should be used. The test should be based on some model or theory of
human response to communication. Testing procedure should allow for more than one
exposure. In selecting alternate ads to include in the test, they
should be at the same stage in the process as the test ad The test should provide controls to avoid biases. Sample used for the test should be representative of the
target sample. Testing procedure should demonstrate reliability and
validity.
Source: Based on PACT document published in the Journal of Marketing, (1982) ,Vol. 11, No. 4, pp. 4-29.
F I G U R E 1 5 . 6Copytesting principles of Positioning Advertising Copytesting (PACT)
Product name or brand Firm name Company location Theme music Spokesperson Tagline Incentive being offered Product attributes Primary selling point of communication piece
Sample Recall Test30-Second TV Advertisement for Pet Food
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Brand name Theme music Spokesperson Tagline Incentive ProductAttribute
Test Ad Competitor A Competitor B
Recall DecayMagazine Ad vs. Television Ad
Source: Magazines Canada’s Research Archive
100% 100%
86%
65%75%
43%
0%
20%
40%
60%
80%
100%
DAR Two days later Eight days later
Magazine Television
Recognition Tests
Respondents shown marketing piece and are asked if they recognize it (if they have seen it before, where, when, how many times, etc.).
Good for measuring reaction, comprehension and likability.
Often used with recall tests, but different then recall tests
Inquiry Tests When an advertiser runs a certain amount of
ads and offers some inducement to reply to them in order to check media, the individual ad, the offering, or general campaign.
Emotional Reaction Tests
Used for material designed to solicit emotions. Difficult to measure emotions with questions. Warmth Monitor Physiological arousal tests
Psychogalvanometer Pupillometric test
Sample Graph from a Warmth Meter30-Second TV Advertisement
Sample Ad RatingWarmth Meter
Start 10 seconds 20 seconds 30 seconds
Target Audience
Total Audience
Ad section that elicited negative emotions
Sales Redemption rates Response rates to offers Test markets Purchase Simulation tests
F I G U R E 1 5 . 7
Behavioral Measures
Changes in sales Telephone inquiries. Response cards. Internet inquiries. Direct marketing responses. Redemption rate of sales promotion offers.
Coupons, premiums, contests, sweepstakes
F I G U R E 1 5 . 9
Responses to Marketing Messages that can be Tracked
Test Markets
Used to assess: Advertisements (different versions in different
markets) Consumer and trade promotions Pricing tactics New products
Cost effective method of evaluation prior to large-scale launch.
Resembles actual situation. Design test market to model full marketing plan. Length of test market is a concern. Competitive actions must be considered
Evaluating Public Relations
Number of clippings Number of exposures/impressions Advertising equivalence Comparison to PR objectives – good v. bad, i.e.,
BP, Toyota Changes in awareness, comprehension, or
Influence of other factors on behaviour Delayed impact of advertising Consumers change their mind in the store Whether or not the brand is in evoked set Goal of ad may be to build brand equity, not
increase sales so what you intend to measure is important to clarify.