2. INTRODUCTION
•Itwas considered 3 or 4 decades ago that the evaluation of
advertising effectiveness is not easy. Which holds true even
today.
•Despite of all the efforts made over the last three or four
decades to make advertising enable to management concepts
of goal setting, control and evaluation, there are still vague
areas when one comes to evaluating the results of advertising.
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•Proving the commercial value of advertising, that is, its
contribution to shareholder value, rather than just its
creative merit is what is meant by advertising effectiveness.
3. THE NEED TO MEASURE
ADVERTISING
EFFECTIVENESS
To justify money spent (budgets).
To determine if the advertising campaign should be stopped or
continued
To determine possible areas of modifications in the campaign
messages
To get some evidence of the relevance of advertising & the
practitioners.
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4. REASONS FOR AND AGAINST
MEASURING EFFECTIVENESS
Reasons to Measure Reasons Not to Measure
Avoid Costly Mistakes
Avoid Costly Mistakes
Avoid Costly Mistakes
Avoid Costly Mistakes Cost of Measurement
Cost of Measurement
(e.g., Bad Print/TV Ads)
(e.g., Bad Print/TV Ads)
Evaluate Strategies (e.g.,
Evaluate Strategies (e.g.,
Evaluate Strategies
Evaluate Strategies Problems With Research
Problems With Research
which medium should be used)
which medium should be used)
Increase Efficiency of Advertising Disagreement About to Test
Disagreement About What What
Disagreement About to Test
Disagreement About What What
Increase Efficiency of
Increase Efficiency of Advertising
Increase Efficiency of
in General (e.g., Avoid too
in General (e.g., Avoid too to Test
(e.g., Increase inTest Volume or
to Sales
(e.g., Increase in Sales Volume or
Advertising in General
Advertising in General
creative/sophisticated Ads) Impact on Corporate Image)
Impact on Corporate Image)
creative/sophisticated Ads)
Determine If Objectives Creative Objections (e.g., creative
Creative Objections (e.g., creative
Determine If Objectives
Determine If Objectives
Determine If Objectives depts. Say that tests are not true
Are Achieved depts. Say that tests are not true
Are Achieved
Are Achieved
Are Achieved measures)
measures)
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5. MEASURING ADVERTISING
EFFECTIVENESS
What to test Where to test
Where totest
Where to test
Where
to test
What to test
Creative decisions
• Laboratory tests are
Laboratory tests (People are
Laboratory tests (People
•brought to a location & tests
Laboratory tests
Creative decisions
(consumer ajury e.g., & tests
brought to location
Media decisions (consumer jury test,
are implemented test,
are implemented e.g.,eye
eye
Media decisions portfolio test etc.)
tracking, Galvanometer)
portfolio test etc.)
tracking, Galvanometer)
Budgeting decisions
Budgeting decisions
• Fieldtests (e.g., survey
•studies)tests survey
Field tests (e.g.,
Field tests
Field
studies)
How to test
How to test When to test
When totest
When to test
When to test
• Testing guidelines
• Testing guidelines
Pretesting
Pretesting
• Pretesting
• Pretesting
• Appropriate tests [e.g.,
• Appropriate tests [e.g.,
Concept generation testing (pre) or
Concept generation testing (pre) or Posttesting
• Posttesting
Posttesting
• Posttesting
Market testing (post)]
Market testing (post)]
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6. TYPES OF ADVERTISING
EVALUATION
Pre testing of
media,messages,markets,budgeting and
scheduling
Post testing of media, messages,budgeting and
scheduling
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7. PRE TESTING
The purpose of advertising is to convey relevant
Information to enable consumers to recognize
products, changes in attitudes and ultimately results
in a purchase.
Pre-test is to reduce the of risks advertisers, it can be
done:
1. To avoid the big mistakes.
2. Several programs on the basis of merit.
3. Preliminary testing of ads to reach goals.
4. Lord save advertising expenses. 7
8. PRE-TESTING PRINT MEDIA
ADS
Order of merit test
Paired Comparison
Portfolio test
Mock magazine test
Perceptual meaning studies
Focus group
Direct Questioning
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9. POST TESTING THE ADS
Penetration test
Error in recognition measurement
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10. ADVERTISING OBJECTIVES &
HOW SUCCESS CAN BE
MEASURED
Stimulate an increase in sales- Number of enquiries from
advert, - Number of enquiries converted into sales
Remind customers of the existence of a product- Test
customer awareness both before and after the advertising
campaign, - Number of enquiries
Inform customers- Test customer awareness, - Number of
requests for further information
Build a brand image- Test customer awareness of brand
recognition and perceived values 10
11. Sales- Levels of repeat purchase
Build customer loyalty and relationship- Levels of
customer retention
Change customer attitudes- Measure demographic
profile of purchases
- Measure type of goods ordered by new purchasers
- Compare with previous data
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12. PROBLEMS WITH MEASURING
ADVERTISING EFFECTIVENESS
Irrational consumer behaviour
Lack of widely acceptable scientific approach
The difficulties of determining consumer influences (multiple
factors)
The validity and reliability of data gathered
Suitability of research methods & instruments used
Poor research skills & Sampling issues
Inadequate resources/funding
Setting non-SMART objectives
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13. TIPS FOR A MORE EFFECTIVE
ADVERTISING
Using colour more than doubles the growth in awareness of
local press ads - full colour is nearly 3 times more effective
than mono only
Increasing the frequency of advertising helps to significantly
increase levels of awareness
Longer campaigns equals higher awareness levels
Advertisers should show products where appropriate and also
prominently and clearly display brand logos
Increasing colour and advertising more often across the week
can more than double awareness uplift
Increasing colour and the number of insertions can increase
awareness uplift by almost 3x
Making use of Co-op (IMC) advertising can help to boost your
advertising.
Setting SMART objectives
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