WHY MEASURE IT MEASURING ADVERTISING Avoid costly mistakes EFFECTIVENESS
Evaluate alternative strategies
Increase the efficiency of advertising
COMMON REASONS FOR NOT MEASURING IT WHAT TO TEST
Source factors
Cost of doing research Message variables
Media strategies
Objections from the creative Budgeting decisions department
WHEN TESTING IS DONE WHERE TO TEST
Laboratory tests (test labs, Pretests – before the campaign theaters) – major advantage is begins control (but lacks realism)
Field tests (DAR, Starch) – major Posttests – after the campaign advantage is realistic viewing has begun situation (but lacks control)
1 THE TESTING PROCESS (4 types of tests) TESTING PROCESS (cont.)
Concept Testing – focus groups Rough Art, Copy, and Commercial and mall intercepts Testing
Explore consumer reactions to ads or Results are highly correlated with campaigns considered those done on finished ads
Pretesting Finished Ads POST-TESTING OF PRINT ADS
Portfolio tests (print) Inquiry tests – measure ad Readability tests (print) effectiveness on the basis of inquiries generated Dummy advertising vehicles (print)
Theater tests (broadcast) Recall Tests
On-air tests – single source ad research
Recognition Tests Physiological – pupillometrics, EKG, eye tracking, brain wave research
POST-TESTING
Noted: 49% Recognition tests – Starch Associated: 34% Read Most: 19% Noted: % of readers of an issue who remembered seeing the ad in the issue
Associated: % of readers who saw part of the ad that clearly indicates the brand or advertiser
Read Most: % of readers who read 50% or more of the material in the ad
2 POST-TESTS OF BROADCAST COMMERCIALS
Attentiveness – how engaged you are in a program
IAG Research with 900,000 panelists on the internet
Measure Impact and not just Exposure
Highest show attentiveness scores: “Scrubs”, “Desperate Housewives”, “Family Guy” among viewers 18-49 (lowest Noted: 69% went to “60 Minutes” and “Dateline NBC” Associated: 64% Comprehensive Tests Read Most: 25% Ipsos-ASI Next*TV test – replaced the Burke DAR test (some question its value and validity)
Split cable testing
Evaluate broadcast ads in test markets
Post-tests (cont.) Rich Media Advertising
Tracking studies Web display advertising with video, audio, animation, interactive features, Measure the effect of advertising on games and more (e.g. Flash, Dart Motif) awareness, recall, interest, and attitudes toward the ad, brand, and purchase intention
Designed to entertain, engage, educate, Single source tracking studies and encourage sales online
Tracking behavior of consumers from the TV set to the supermarket checkout counter http://www.doubleclick.com
Behavior Scanning
Common Brand Effectiveness Success Metrics of Rich Media Metrics
Audience engagement Online ad awareness – ad recall
Interaction rate Unaided or aided brand awareness % of audience that engages with the ad Brand favorability Mouse-over, involvement with content Message association Interaction time Time users spend engaging with the ad Purchase Intent (e.g. games) Average video view time/Display time Users complete a survey (Experimental Video pauses, rewinds Design)
3 Best Practices Best Practices
Brand Awareness Online Video
Logo should be prominent in ad and More than recycled TV spots animation Integrate video into creative concepts (demo a Be careful of “annoyance factor” product)
Message Association Advergames K.I.S.S. (Keep it Simple, Stupid) Make a good game
Target women, but with different game types Interactivity (quizzes and puzzles vs. shooter games and
Give your audience something worthwhile racing) td
PACT – Positioning Advertising Copy Testing
Principles developed by the largest ad agencies for conducting appropriate effectiveness studies
Establish communications objectives
Use a consumer response model
Use both pre and posttests
Use multiple measures
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