2. Pros and Cons of Measuring Effectiveness
Objections of creatives
Evaluate alternative
strategies
Avoid costly mistakes
Increase efficiency in
general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages Disadvantages
2
4. Measuring Effectiveness: Marketers’ Views
Issue Agree
MPM is a key priority for today’s
technology companies.
90%
I am dissatisfied with our ability to
demonstrate marketing programs’
business impact and value.
80%
It is important to define, measure, and
take concrete steps in the area of
advertising accountability.
61.5%
I can forecast the impact on sales of a
10% cut in marketing spending.
37%
4
5. How to test
• Testing guidelines
• Appropriate tests
Measuring Advertising Effectiveness
When to test
• Pretesting
• Posttesting
Where to test
• Laboratory tests
• Field tests
What to test
• Source factors
• Message variables
• Media strategies
• Budget decisions
5
6. Pretesting Methods
On-air Tests
Dummy Ad Vehicles
Consumer Juries
Portfolio Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Readability Tests
Comprehension and
Reaction Tests
Laboratory Field
6
10. Positioning Advertising Copy Test (PACT)
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
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 same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
10
11. Test Points
3.Finished art or
commercial pretesting
1.Concept Testing
2.Rough Testing
4.Market testing
(posttesting)
Occurs at
Various Stages
11
12. Concept Testing
Explores consumers’ responses to ad
concepts expressed in words, pictures, or
symbols
Objective
Alternatives are exposed to consumers who
match the target audience
Reactions & evaluations sought through focus
groups, direct questioning, surveys, etc.
Sample sizes depend on the number of
concepts and the consensus of responses
Method
Qualitative and/or quantitative data
evaluating and comparing alternative
concepts
Output
12
13. Rough Art, Copy, and Commercial Testing
Number of ads that can be
evaluated is limited
Preference for ad types
may overshadow objectivity
Consumer may become a
self-appointed expert
A halo effect is possible
Cost effectiveness
Endorsements by
independent third parties
Achievement of credibility
Comprehension and Reaction Tests
Consumer Juries
Control
Advantages Disadvantages
13
15. Pretesting Finished Broadcast Ads
Theater Tests
•Measures changes in
product preferences
•May also measure . . .
•Interest in and reaction
to the commercial
•Reaction from an
adjective checklist
•Recall of various
aspects included
•Interest in the brand
presented
•Continuous reactions
On-Air Tests
•Insertion in TV programs
in specific markets
•Limitations are imposed
by “day-after recall”
•Physiological Measures
15
18. Starch-Scored Sports Illustrated Ad
Noted score– the
percentage of readers who
remember seeing the ad
Seen-associated score—
the percentage who
remember seeing or reading
any part of the ad identifying
the product or brand
Read most score—the
percentage of readers who
report reading at least half of
the copy portion of the ad.
18
19. Posttests of Broadcast Commercials
Test marketing
Day after recall
tests
Persuasive
measures
Diagnostics
Comprehensive
measures
Single-source
tracking
Tracking
studies
Testing
19
21. Essentials of Effective Testing
Use a consumer
response model
Use pretests and
posttests
Use multiple
measures
Understand and
implement
proper research
Establish
communications
objectives Testing
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