postests of broadcast commercials

7/29/2019 Postests of Broadcast Commercials

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Test marketing

Day after recall tests

Persuasive measures

Diagnostics

Comprehensive

measures

Single-source tracking

Post-Testing Broadcast Commercials

Testing


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BURKE DAYAFTER RECALL TEST

It was developed during the early 1950s by Don Miller at

Burke Marketing Research Inc.

This test was designed to determine how well the televisioncommercials carry advertisers key message to viewers and

how well the viewers recall advertisers brand.

Two scores are calculated:

Claimed Recall Scores Related Recall Scores


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Major advantage is that they are field tests.

It simply measures whether the ad is received not whether the

message is accepted.

Recall is biased in favour of youngsters.

Recall scores for emotional ads may be lower.


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These tests examine the changes in attitudes and behavioral

intentions.

Pretest

Exposure- Retest

Persuasion is measured by:

Consumer attitude towards advertised brand.

Shift in brand preference

Brand related purchase intention and frequency


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RSC is well known for its ARS Persuasion Copy Testing

System.

Pre Measure.

Post Measure.

ARS Score

Positive score indicates a shifted preference toward the

targeted brand.

Higher scoring commercial generates greater sales volumeand larger market share.


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Designed to garner viewers evaluation of the ads.

How clearly the creative ad is understood.

How well the proposition is communicated.

Rational and emotional reactions to the ads are also examined.

Diagnostic Research, Gallup & Robinson and Millward

Brown


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Measures recall and persuasion of TV ads.

Tests TV commercials in consumers homes.

Tells consumers to evaluate a TV program but actuallyevaluates the commercial within it.

Related recall scores, persuasion scores, including brand

preference shifts, purchase intent and frequency are the outputof these tests..


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Test markets are chosen and tests are conducted to measure

their advertising effects.

Variety of factors may be tested like reaction to ads, effect of

various budget sizes or special offers.

Ads run in finished form in the media where they might

normally appear, and effectiveness is measured after the ads

run.

Advantage is realism.

Proctor & Gamble, Toyota, Whirlpool.


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Tracks the behaviours of consumers from the television set to

consumer super market checkout counters.

NIELSENs SCAN TRACK

Scanning of universal products at retail stores was introducedin 1972.

Participants in designated area who have cable TV and agree

to participate in studies are given cards that identifies their

household and gives research company their demographics.

Their purchases are recorded from the bar codes of the

products bought.


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Commercial exposures are then related with the purchase

behaviors.

It measures the effect of ad on sales.

Major companies and agencies are now employing this

method.

Gallup & Robbinson, Millward Brown, Ipsos- ASI


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postests of broadcast commercials

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