Chapter 19Advertising And Promotion, 6/E - Belch

1. 
Measuring the
Effectiveness of the
Promotional Program
Chapter 19
Advertising And Promotion, 6/E - Belch
Group 8
Integrated Marketing Communications
Aditya GSN Indrajit Bage N Krishna Chaitanya Neeraj Panghal Prateek Jaiswal Silpa Kamath
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Chapter Objectives

1.To understand reasons for measuring promotional
program effectiveness.
2. To know the various measures used in
assessing promotional program effectiveness.
3. To evaluate alternative methods for
measuring promotional program effectiveness.
4. To understand the requirements of proper
effectiveness research

3. Pros and Cons of Measuring Effectiveness
Advantages Disadvantages
Avoid costly mistakes  Cost of measurement
Evaluate alternative Research problems
strategies
Increase efficiency in Disagreement on
general what to test
Determine if objectives are Objections of creatives
achieved
Time

4. Measuring Advertising Effectiveness
What to test
• Source factors
 Where to test
• Laboratory tests
• Message variables • Field tests
• Media strategies
• Budget decisions
How to test When to test
• Testing guidelines • Pretesting
• Appropriate tests • Posttesting

5. Pretesting Methods
Laboratory Field
Consumer Juries
Portfolio Tests
 Dummy Ad Vehicles
On-air Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Readability Tests
Comprehension and
Reaction Tests

6. Posttesting Methods
Recall Tests

Tracking Association
Studies Measures
Methods
Single-
Recognition
Source
Tests
Systems
Inquiry Tests

7. Where to Test

In the Field 
 In the Lab

8. 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

9. Test Points

1.Concept Testing
2.Rough Testing
Occurs at
Various Stages 3.Finished art or
commercial pretesting
4.Market testing
(posttesting)

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

11. Rough Art, Copy, and Commercial Testing
Comprehension and Reaction Tests
 Juries
Consumer
Advantages Disadvantages
Consumer may become a
Control
self-appointed expert
Number of ads that can be
Cost effectiveness evaluated is limited
Endorsements by A halo effect is possible
independent third parties
Preference for ad types
Achievement of credibility may overshadow objectivity

12. Rough Testing Terms
Animatic Rough
Terms Photomatic Rough
Live-action Rough

13. Pretesting Finished Print Ads
A laboratory method
Portfolio 
Includes test and control ads
Tests
Portfolio test have problems
Based on syllables per 100 words
Readability
Tests
Other factors also considered
Dummy Distributed to random sample homes
Advertising
Vehicles Product interest may still bias results

14. Pretesting Finished Broadcast Ads
Theater Tests On-Air Tests
• Measures changes in
 • Insertion in TV programs
product preferences in specific markets
• May also measure . . . • Limitations are imposed
• Interest in and reaction by “day-after recall”
to the commercial • Physiological Measures
• Reaction from an
adjective checklist
• Recall of various
aspects included
• Interest in the brand
presented
• Continuous reactions

15. Physiological Measures
Pupil dilation  Galvanic skin
response
Testing
Brain waves Eye tracking

16. Market Testing Print Ads
Inquiry Tests  Recognition Tests
Testing
Tracking Studies Recall Tests

17. Posttests of Broadcast Commercials
Day after recall Persuasive
tests
 measures
Tracking
Diagnostics
studies
Testing
Single-source Comprehensive
tracking measures
Test marketing

18. Problems With Current Research Methods


19. Essentials of Effective Testing

Use a consumer
response model
Establish
Use pretests and
communications
posttests
objectives Testing
Understand and
Use multiple
implement
measures
proper research

20. Measuring Effectiveness of Other Programs
Sales
promotions
 cart signage
Shopping
Ski resort-based media
Non-
traditional
media In-store radio and television
Other media
Exposure methods
Sponsor-
ships
Tracking measures

21. Measuring Effectiveness + Efficiency
