Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.

2. Communications Effects
Pyramid
20% Trial
40% Liking
90% Awareness
5% Use
70% Knowledge/Comprehension
25% Preference

3. The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results Action
Awareness
Conviction
Comprehension

4. AD Effectiveness
• Advertising is of no use if the defined objectives of
communication is not achieved.
• So, it is necessary to evaluate the effectiveness of
advertisement at different level, starting from creation
of ad-copy to running of ad on media, and also after
execution of ad to know to what extent the objectives
are achieved.
Types of tests to measure effectiveness
Following are the types of test applied in advertisement evaluation:
• Pre-Testing
• Concurrent Testing
• Post Testing

5. Developing an Advertising Campaign (cont’d)
• Evaluating Advertising Effectiveness
Evaluation Assessment
Pretest Evaluation of ads performed before a campaign begins
Consumer Jury A panel of a product’s actual or potential buyers who
pretest ads
Posttest Evaluation of advertising effectiveness after the
campaign
Recognition Test A posttest in which individuals are shown the actual
ad and asked if they recognize it
Unaided Recall Test A posttest in which respondents identify ads they have
recently seen but are given no recall clues
Aided Recall Test A posttest that asks respondents to identify recent ads
and provides clues to jog their memories

6. 1.Pre-Testing
• Pre-Testing follows the universal law "Prevention is
better than cure". Advertising can be pretested at
several points in the creative development process.
• Pre-Testing helps the advertiser to make a final go or
no go decision about finished or nearly finished
advertisement. Pre-Testing method refer to testing the
potentiality of a communication message or ad-copy
before printing, broadcasting, or telecasting

7. Qualitative Methods of Pre-Testing
• Focus Group: Focus group involve exposing the ad to a group of
8 to 12 respondents. Focus groups are used with surprising
frequency for making final go or no go decision. A moderator
facilitates the discussion and walk s the group through a series
of issues that are outlined in discussion guide.
• In-depth Interview: In-depth interview involve one on one
discussion with respondents. Interviews are very effective
when a researcher has a good idea of critical issues but does
not have a sense of the kind of responses one will get. This
method can be effectively used to generate new ad concepts
and ideas.
• Projective Techniques: In this technique the respondent is
instructed to project himself into the situation and verbalize
the thoughts. projective technique can be very effective for
evaluating ad concepts and for generating new ad concepts.
But, it cannot be used for making final decisions.

8. Quantitative Methods of Pre-Testing
• Checklist Method: Checklist method is used to test the effectiveness of ad-
copy. The purpose of this method is to ensure that all elements of the ad-copy
are included with due importance in the advertisement. As it is a pre-test
method any omitted element of ad can be included in the copy before release
of the advertisement.
• Consumer Jury Method: This method involves the exposure of alternative
advertisements to a sample of jury or prospects. This test is designed to learn
from a typical group of prospective customers. Advertisements which are
unpublished are presented before the consumer jury either in personal
interviews or group interviews and their reactions are observed and responses
are recorded.
• Sales Area Test: Under this method advertising campaign is run in the markets
selected for testing purposes. The impact of the campaign is evaluated by
actual sales in the selected markets. The market with high sales is considered
the best market for effective sales campaign. In other markets suitable changes
are made in the advertising campaign.
• Questionnaire Method: It is a list of questions related to an experiment. The
draft of an advertisement along with some relevant questions is to be sent to a
group of target consumers or advertising experts. Their opinions are collected
and analyzed to find out whether the proposed advertisement is satisfactory or
not.

9. Contd…
• Recall Test: Under this method, advertising copies are shown to
a group of prospects. After few minutes they are asked to recall
and reproduce them. This method is used to find out how far
the advertisements are impressive.
• Reaction Test: The potential effect of an advertisement is judged
with the help of certain instruments, which measure heartbeats,
blood pressure, pupil dilution etc. Their reactions reveal the
psychological or nervous effects of advertising.
• Readability Test: All the listeners of advertisements cannot read
it equally. So respondents are drawn from different socio
economic and geographical backgrounds. This method is used to
find out the level of effectiveness when and advertisement is
read.
• Eye Movement Test: The movements of eyes of the respondents
are recorded by using eye observation camera when
advertisements are shown to them in a screen. This helps to find
out the attention value of advertisement.

10. 2.Concurrent Testing
• Concurrent testing is evaluated throughout the whole
advertisement execution process. Tests are conducted while
audience is exposed to different type of media. Following are the
types of concurrent testing methods:
• Consumer Diaries: Diaries are provided to a selected customers.
They are also informed to record the details of advertisements
they watch, listen or read. The diaries are collected periodically.
The result obtained from such a survey reveals the effectiveness
of advertisement.
• Co-incidental Surveys: This method is also called as co-incidental
telephone method. Under this method, samples of customers
are selected and calls are made at the time of broadcast of the
advertisement programme. The data obtained and analyzed will
give a picture about the effectiveness of an advertisement.
• Electronic Devices: Now day’s electronic devices are widely used
to measure the effectiveness of an advertisement. They are
mainly used in broadcast media. These are auto meters, track
electronic units etc.

11. 3. Post Testing
• Post testing is done to know- to what extent the advertising
objectives are achieved. Following are the types of post testing
methods:
• Recognition Test: Recognition test involves the ability of viewers to
correctly identify ad, brand, or message they previously exposed
to. The types of recognition test are:
• Starch Test - The Starch test is applied only to print ads that have
already run. The interviewer shows each respondent a magazine or
newspaper containing the ads being tested. For each ad the
interviewer asks the respondents to reply to ad related questions.
• Bruzzone Test - The Bruzzone test is conducted through mail
surveys. Questionnaires containing frames and audio scripts from
television commercials are sent to respondents and respondents
are asked whether they recognize the ad and brand.

12. • Recall or Impact Test: The recall test is
designed to measure the impression of
readers or viewers of the advertisement. If a
reader has a favorable impression of the
advertisement, he will certainly retain
something of the advertisement. The
measures of interest would be obtained by
interviewing the readers or viewers or
listeners, days after the advertisement or
commercial is appeared in the newspaper, or
on T.V. Interviewer asks the readers or
viewers to answer some ad
related questions, and in response to
the question asked, the reader reveals the
accuracy and depth of his impression.

13. Copyright © Houghton Mifflin Company. All
rights reserved.
19 | 13
Developing an Advertising Campaign (cont’d)
• Evaluating Advertising Effectiveness
Evaluation Assessment
Pretest Evaluation of ads performed before a campaign begins
Consumer Jury A panel of a product’s actual or potential buyers who
pretest ads
Posttest Evaluation of advertising effectiveness after the
campaign
Recognition Test A posttest in which individuals are shown the actual
ad and asked if they recognize it
Unaided Recall Test A posttest in which respondents identify ads they have
recently seen but are given no recall clues
Aided Recall Test A posttest that asks respondents to identify recent ads
and provides clues to jog their memories

14. 3.Finished Art or Commercial
Testing
3.Finished Art or Commercial
Testing
1.Concept Testing
2.Rough Testing
4.Market Testing (Post-testing)
2.Rough Testing
1.Concept Testing
The Testing Process
Occurs at Various
Stages

15. On-air Tests
Dummy Ad VehiclesConsumer Juries
Portfolio Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Reliability Tests
Comprehension and Reaction
Tests
Pretesting Methods
Laboratory Field
Dummy Ad VehiclesConsumer Juries
Portfolio Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Reliability Tests
Comprehension and Reaction
Tests

16. Qualitative and/or quantitative data evaluating and
comparing alternative concepts
Explores consumers’ responses to ad concepts expressed in
words, pictures, or symbols
Alternatives are exposed to consumers who match the target
audience
Reactions and evaluations are sought through focus groups,
direct questioning, surveys, etc.
Sample sizes depend on the number of concepts and the
consensus of responses
Explores consumers’ responses to ad concepts expressed in
words, pictures, or symbols
Alternatives are exposed to consumers who match the target
audience profile.
Reactions and evaluations are sought through focus groups,
direct questioning, surveys, etc.
Sample sizes depend on the number of concepts being tested and the
“consensus level” of initial responses.
Concept Testing
Objective
Method
Output

17. Recall Tests
Inquiry Tests
Association
Measures
Single-Source
Systems
Tracking Studies
Recognition TestsRecognition Tests
Inquiry Tests
Single-Source
Systems
Association
Measures
Recall Tests
Field Post testing Methods
Methods

18. Positioning Advertising Copy Testing (PACT)
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used before each test
3. Provide multiple measures (Single measures aren't adequate)
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have the same degree of finish
7. Provide controls to avoid the biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity

19. Based on syllables per 100 words
Other factors also considered
A laboratory method
Includes test and control ads
Portfolio test have problems
Based on # syllables per 100 words
Measures comprehension efficiency
A laboratory method
Includes test and control ads
Portfolio test problems: Halo Effects
Pretesting Finished Print Ads
Readability Tests
Portfolio Tests
Dummy Advertising
Vehicles
Distributed to random sample of homes
Product interest may still bias results
Distributed to random sample of homes

20. Theater Tests
Measures:
• Interest in and reaction to the
commercial
• Changes in product preferences
• Emotional reactions and
engagement using an adjective
checklist
• Recall of content, brand name,
information, etc.
• Interest in the brand presented
• Continuous (frame-by-frame)
reactions
On-Air Tests
• Insertion in TV programs in specific
markets
• Typically measure “Day After Recall”
(DAR) as main variable of interest
• Split Broadcasts
Theater Tests
Pre-testing Finished Broadcast Ads

21. Eye tracking
Pupil dilation
Galvanic skin
response
Brain waves (EEGs) &
FMRI
Eye tracking
Galvanic skin
response
Pupil dilation
Physiological Measures (Lab)
Testing

22. Test marketing
Day after recall tests Persuasive measures
Diagnostics
Comprehensive
measuresSingle-source tracking
Tracking studies
Single-source tracking
Test marketing
Comprehensive
measures
Diagnostics
Persuasive measuresDay after recall tests
Post-Testing Broadcast Commercials
Testing

23. 23
Conclusion 1: All Commercials Are Not
Created Equal: Ad Copy Must Be Distinctive
• Commercials having strong selling propositions are
distinctive and tend to achieve higher ARS Persuasion
scores (e.g. Mentadent toothbrush with a strong USP
(flexible handle for gentle brushing) scored 11.2 on ARS
persuasion)
• Commercials for new brands tend to be most persuasive,
but commercials for established brands can be made
persuasive via brand differentiation.

24. 24
Conclusion 2—More is Not Necessarily
Better: Weight Is Not Enough
• Ad weight means the number of gross rating points
(GRP) that support an advertising campaign.
• An ineffective ad (not distinctive or persuasive) has no
likelihood of increasing sales even if the ad weight is
doubled or tripled.

25. 25
Conclusion 3—All Good Things Must End:
Advertising Eventually Wears Out
• Advertising ultimately wears out and must be refreshed
to maintain or increase brand sales.
• Familiar brands have been shown to wear out more
slowly than unfamiliar brands.

26. 26
Conclusion 4—Don’t Be Stubborn:
Advertising Works Quickly or Not at All
• Some advertisers tend to “hang in there” and wait
for an ad to increase sales.
• Most of the sales impact occurs in the first three
months of a new ad.
• “Sunk costs” are an issue to consider, but if an ad is
not working at first, it probably never will.