Promotional StrategyMKT4230

Measuring the Effectiveness of the

Promotional Program

Patricia Knowles, Ph.D.

Associate ProfessorClemson University

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Reasons to Measure EffectivenessThese are the advantages and drawbacks of measuring IMC program effectiveness.

TextbookPages 603 - 607

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

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Evaluating Alternative StrategiesThis is a real-world ad that was developed after ad effectiveness testing.

TextbookPage 605

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Measuring Advertising EffectivenessThese are some of the issues that have to be considered in the measurement of advertising effectiveness.

TextbookPages 607 - 611

How to test• Testing guidelines• Appropriate tests

When to test• Pretesting• Posttesting

Where to test• Laboratory tests• Field tests

What to test• Source factors• Message variables • Media strategies• Budget decisions

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Testing MethodsThese are the various pre-testing methods available, further classified by where they are conducted – in the laboratory or the field.

TextbookPages 609 – 610 / Figure 18 - 3

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Where to TestThe two environments in which testing can take place… in the field and in the lab.

TextbookPage 610

In the Field In the Lab

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Test Your KnowledgeLaboratory methods of testing for advertisement effectiveness generally offer high control but low _____.

A. realism

B. external validity

C. costs

D. generalization

E. value

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Positioning Advertising Copy Test (PACT)These are the nine PACT principles that were developed to guide advertising copy testing.

TextbookPages 611 - 612 / Figure 18 - 4

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

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Test PointsThis is an overview of the various test points that occur during the development of an ad or an advertising campaign.

TextbookPages 611

3. Finished art or commercial pretesting

1. Concept Testing

2. Rough Testing

4. Market testing (posttesting)

Occurs at Various Stages

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Concept TestingThis visual summarizes what is involved in concept testing, which is conducted very early on in the research process.

TextbookPages 611 – 612 / Figure 18 - 5

Explores consumers’ responses to ad concepts expressed in words, pictures, or symbolsObjective

Alternatives are exposed to consumers who match the target audience

Reactions & evaluations sought through focus groups, direct questioning, surveys

Sample sizes depend on the number of concepts and consensus of responses

Method

Qualitative and/or quantitative data evaluating and comparing alternative conceptsOutput

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Focus GroupsThese are some of the appeals and drawbacks of using focus groups.

TextbookPages 611 – 612 / Figure 18 - 6

• Appeal– Results easily obtained, observable, immediate– Multiple issues can be examined– In-depth feedback is obtained

• Drawbacks– Results not quantifiable– Sample size too small– Group influence may bias responses– Some members may dominate discussion– Participants become instant “experts”– Members may not represent target market– Results may be given too much weight

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Rough Art, Copy, and Commercial TestingThese are the methods of rough art, copy, and commercial testing available to the marketer and the advantages and disadvantages associated with them.

TextbookPages 612 - 614

Number of ads that can be evaluated is limited

Preference for ad types may overshadow objectivity

Consumer may become 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

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Rough Testing TermsThese are the three broad categories into which rough commercials are classified.

TextbookPage 613 / Figure 18 - 7

Photomatic Rough

Animatic Rough

Live-action Rough

Terms

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Pretesting Finished Print AdsThis visual shows a number of methods for pretesting finished print advertisements.

TextbookPages 614 - 616

Based on syllables per 100 words

Other factors also considered

A laboratory method

Includes test and control ads

Portfolio test have problems

Sent to random sample homes

Product interest may bias results

Portfolio Tests

Readability Tests

Dummy Advertising

Vehicles

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Test Your Knowledge_____ is a method of testing ads by placing them randomly in certain copies of regularly distributed magazines.

A. Vehicle source testing

B. Burke's reflection test

C. A Flesch test

D. Dummy advertising vehicle testing

E. A contextual test

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Pretesting Finished Broadcast AdsThese are the three popular methods of pretesting broadcast ads.

TextbookPages 616 - 619

TheaterTests

On-AirTests

Physiological Measures

These are the various physiological measures, a less common method of pretesting finished commercials.

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Physiological Measures

TextbookPages 618 – 619 / Exhibit 18 - 2

Eye tracking

Pupil dilation

Galvanic skin response

Brain waves

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Market Testing of AdsThis visual shows the various methods that are used to determine the effectiveness of print advertising once the ads have been completed and put into the market.

TextbookPages 620 - 628

Recall Tests

Inquiry Tests Recognition Tests

Tracking Studies

Testing

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Starch Ad Recognition ScoresThese are the three outputs of s Starch Ad Readership report.

TextbookPage 623 / Figure 18 - 13

Noting Score

Brand-associated Score

Read Most Score

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Posttests of Broadcast CommercialsThis visual show the variety of measures available for the market testing of finished broadcast commercials.

TextbookPages 624 - 627

Test marketing

Day after recall tests Persuasive measures

Diagnostics

Comprehensive measuresSingle-source tracking

Tracking studies

Testing

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Comprehensive Testing by Ipsos-ASIThis visual shows an example of a provider of comprehensive research, Ipsos-ASI.

TextbookPage 625 / Exhibit 18 - 5

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Essentials of Effective TestingThese are the essentials of effective advertising testing.

TextbookPages 629 - 630

Use a consumer response model

Use both pretests and posttests

Use multiple measures

Understand & implement proper research

Establish communications objectives

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Test Your KnowledgeGood tests of advertising effectiveness must address the nine principles established by PACT, that we just reviewed on the previous slide. The first step in the model is to:

A. Understand the appropriate research

B. Create a model that uses multiple measures

C. Establish communication objectives

D. Decide whether to use posttests or pretests

E. Develop a consumer response model

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Measuring Effectiveness of Other ProgramsThis chart shows a number of methods for measuring the effectiveness of program elements not previously discussed.

TextbookPages 630 - 633

Shopping cart signage

Ski resort-based media

In-store radio and television

Other media

Non-traditional media

Sales promotions

Sponsor-shipsExposure methods

Tracking measures