WHY MEASURE IT MEASURING „ 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.)

„ – 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 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

„ 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 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 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 „ % 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 “” 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 – Advertising

„ 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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