DOCSLIB.ORG

Advertising Research

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Advertising Research 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 4.
Load more

Recommended publications
  • Advertising and the Public Interest. a Staff Report to the Federal Trade Commission. INSTITUTION Federal Trade Commission, New York, N.Y
    DOCUMENT RESUME ED 074 777 EM 010 980 AUTHCR Howard, John A.; Pulbert, James TITLE Advertising and the Public Interest. A Staff Report to the Federal Trade Commission. INSTITUTION Federal Trade Commission, New York, N.Y. Bureau of Consumer Protection. PUB EATE Feb 73 NOTE 575p. EDRS PRICE MF-$0.65 HC-$19.74 DESCRIPTORS *Broadcast Industry; Commercial Television; Communication (Thought Transfer); Consumer Economics; Consumer Education; Federal Laws; Federal State Relationship; *Government Role; *Investigations; *Marketing; Media Research; Merchandise Information; *Publicize; Public Opinj.on; Public Relations; Radio; Television IDENTIFIERS Federal Communications Commission; *Federal Trade Commission; Food and Drug Administration ABSTRACT The advertising industry in the United States is thoroughly analyzed in this comprehensive, report. The report was prepared mostly from the transcripts of the Federal Trade Commission's (FTC) hearings on Modern Advertising Practices.' The basic structure of the industry as well as its role in marketing strategy is reviewed and*some interesting insights are exposed: The report is primarily concerned with investigating the current state of the art, being prompted mainly by the increased consumes: awareness of the nation and the FTC's own inability to set firm guidelines' for effectively and consistently dealing with the industry. The report points out how advertising does its job, and how it employs sophisticated motivational research and communications methods to reach the wide variety of audiences available. The case of self-regulation is presented with recommendationS that the FTC be particularly harsh in applying evaluation criteria tochildren's advertising. The report was prepared by an outside consulting firm. (MC) ADVERTISING AND THE PUBLIC INTEREST A Staff Report to the Federal Trade Commission by John A.
    [Show full text]
  • Chapter 15 Evaluating Marketing Communications
    MARC5_C15.qxd 12/18/08 1:01 PM Page 442 Chapter 15 Evaluating marketing communications As part of the marketing communication process it is necessary to evaluate the overall impact and effect that a campaign has on a target audience. It needs to be reviewed in order that management can learn and better understand the impact of its communications and its audiences. Aims and learning objectives The aims of this chapter are to review the ways in which marketing communications activities can be evaluated. The learning objectives of this chapter are to: 1. discuss the role of evaluation as part of marketing communications; 2. explore the value and methods of pre-testing and post-testing advertisements; 3. explain the main ideas behind different physiological measures of evaluation; 4. provide an insight into the way in which each of the tools of the communication mix can be evaluated; 5. consider other ways in which the effectiveness of marketing communications can be evaluated; 6. measure the fulfilment of brand promises; 7. consider some of the issues associated with evaluating the effectiveness of digital and online communications. For an applied interpretation see Jill Brown’s MiniCase entitled Measuring communication effectiveness at the Salvation Army at the end of this chapter. MARC5_C15.qxd 12/18/08 1:01 PM Page 443 CHAPTER 15 EVALUATING MARKETING COMMUNICATIONS 443 Introduction All organisations review and evaluate the performance of their various activities. Many under- take formal mechanisms, while others review in an informal, ad hoc manner, but the process of evaluation or reflection is a well-established management process.
    [Show full text]
  • Impact of Animation and Language on Banner Click-Through Rates
    Journal of Electronic Commerce Research, VOL 13, NO 2, 2012 IMPACT OF ANIMATION AND LANGUAGE ON BANNER CLICK-THROUGH RATES Steffen Zorn Business School, School of Marketing, Curtin University PO Box U1987, Perth, WA 6845, Australia [email protected] Doina Olaru Business School, University of Western Australia 35 Stirling Highway, Crawley, WA 6009, Australia [email protected] Thomas Veheim Ad’Link Media Norway Valkendorfsgaten 1A, Postboks 12, Sentrum 5803 Bergen, Norway [email protected] Sam Zhao Ineedhits.com Level 1, 229 Stirling Highway, Claremont, WA 6019, Australia [email protected] Jamie Murphy Business School, Murdoch University South Street, Murdoch, WA 6150, Australia [email protected] ABSTRACT This field experiment tested the impact of animation and language on the click-through rate (CTR) of banner advertisements across two website types. Animation results of over one million banner impressions were inconsistent for social networking and information websites. As expected, two languages, English and Norwegian, showed insignificant CTR differences. The CTR was under one tenth of one percent (0.1%), consistent with low reported CTRs for traditional advertising banners. The study contributes to research in testing different website design elements, an under researched area. Keywords: banner advertisement, click-through rates, Elaboration Likelihood Model 1. Introduction Online advertising revenue increased significantly in the past decade, for example in the US from 7.2 billion dollars in 2001 to 23.4 billion in 2008. Despite a decline to 22.6 billion in 2009, online advertising was the least affected advertising sector in the economic downturn and grew to its highest peak in history in 2010’s third quarter [Interactive Advertising Bureau, 2009, 2010].
    [Show full text]
  • Persuasion Principles Index: Ready for Pretesting Advertisements
    University of Pennsylvania ScholarlyCommons Marketing Papers Wharton Faculty Research 2016 Persuasion Principles Index: Ready for Pretesting Advertisements Kesten C. Green J. Scott Armstrong University of Pennsylvania, [email protected] Rui Du Andreas Graefe Follow this and additional works at: https://repository.upenn.edu/marketing_papers Part of the Advertising and Promotion Management Commons, Applied Behavior Analysis Commons, Behavioral Economics Commons, Business Administration, Management, and Operations Commons, Cognition and Perception Commons, Cognitive Psychology Commons, and the Marketing Commons Recommended Citation Green, K. C., Armstrong, J. S., Du, R., & Graefe, A. (2016). Persuasion Principles Index: Ready for Pretesting Advertisements. European Journal of Marketing, 50 (1/2), 317-326. http://dx.doi.org/10.1108/ EJM-12-2015-0838 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/marketing_papers/381 For more information, please contact [email protected]. Persuasion Principles Index: Ready for Pretesting Advertisements Abstract Purpose: This paper aims to respond to issues posed in the four commentaries on Armstrong, Dy, Green and Graefe (this issue) regarding the immediate usefulness of that paper's test of advertisements' compliance with persuasion principles, and regarding the need for further research. Approach: Address commentators' concerns using logic, prior research findings, and further analyses of the data. Findings: The superiority of the index method remains when a simple,
    [Show full text]
  • TYBMM SEM VI Advertising and Marketing Research Unit I
    [TUTORIAL LESSON] March 30, 2020 SES’S L.S.RAHEJA COLLEGE OF ARTS AND COMMERCE Course: Advertising and Marketing Research Unit: I Prepared by: Ms. Kavita Makhija _________________________________________________________________________________________ What is Research? Clifford Woody – “Research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and finally, carefully testing the conclusions to determine whether they fit the formulating hypothesis". • Derived from a French word – rechercher that means “to search closely” • Scientific and systematic search for pertinent information – seeks facts through objectives verifiable methods Why is research important? • Planning and execution of marketing plan • Quick and correct decision making • Effective solutions on marketing problems • Huge spending on MR Objectives of Research A statement, in as precise terminology as possible, of what information is needed • To find out new techniques / generalizations with the existing theories • To find out new generalizations / conclusions for a new theory • To attempt to arrive at more conclusions from same set of data • To find / study contradictions existing in the area of study • To gain familiarity with a phenomenon or to achieve a new insight into it • To determine the frequency with which something occur or with which it is associated with something else • To test a hypothesis of a causal relationship between variables • To portray accurately the characteristics of a particular individual, situation or a group LSRC/2019-20/tutoriallesson Page 1 Content Courtesy: Dr, Hanif Lakdawala [TUTORIAL LESSON] March 30, 2020 Variable The empirical counterpart of a construct or a concept is called a variable. They are of importance because they link the empirical with the theoretical.
    [Show full text]
  • A New Marketing Strategy Map for Direct Marketing
    Knowledge-Based Systems 22 (2009) 327–335 Contents lists available at ScienceDirect Knowledge-Based Systems journal homepage: www.elsevier.com/locate/knosys A new marketing strategy map for direct marketing Young Ae Kim a,*, Hee Seok Song b, Soung Hie Kim a a Business School, Korea Advanced Institute of Science and Technology (KAIST), 207-43 Cheongyangri 2-dong, Dongdaemoon-gu, Seoul 130-722, South Korea b Department of Management Information Systems, Hannam University,133 Ojung-dong, Daeduk-gu, Daejon 306-791, South Korea article info abstract Article history: Direct marketing is one of the most effective marketing methods with an aim to maximize the customer’s Received 2 May 2007 lifetime value. Many cost-sensitive learning methods which identify valuable customers to maximize Received in revised form 25 September expected profit have been proposed. However, current cost-sensitive methods for profit maximization 2008 do not identify how to control the defection probability while maximizing total profits over the cus- Accepted 17 February 2009 tomer’s lifetime. Unfortunately, optimal marketing actions to maximize profits often perform poorly in Available online 6 March 2009 minimizing the defection probability due to a conflict between these two objectives. In this paper, we propose the sequential decision making method for profit maximization under the given defection prob- Keywords: ability in direct marketing. We adopt a Reinforcement Learning algorithm to determine the sequential Sequential decision making Reinforcement Learning optimal marketing actions. With this finding, we design a marketing strategy map which helps a market- Direct marketing strategy ing manager identify sequential optimal campaigns and the shortest paths toward desirable states.
    [Show full text]
  • Social Marketing for Recycling in Ohio
    SOCIAL MARKETING FOR RECYCLING IN OHIO A Guide to Understanding, Planning and Conducting Social Marketing Projects SOCIAL MARKETING FOR RECYCLING IN OHIO SOCIAL MARKETING FOR RECYCLING IN OHIO A Guide to Understanding, Planning and Conducting Social Marketing Projects Dave Landis Division of Recycling & Litter Prevention Ohio Department of Natural Resources © 2005 Ohio Department of Natural Resources These materials may be duplicated for non-commercial educational use provided that credit is given as follows: Social Marketing for Recycling in Ohio Ohio Department of Natural Resources, 2005 Any other use or reproduction requires the written consent of the Ohio Department of Natural Resources, Division of Recycling & Litter Prevention SOCIAL MARKETING FOR RECYCLING IN OHIO SOCIAL MARKETING FOR RECYCLING IN OHIO Preface Social Marketing for Recycling in Ohio provides an introduction to social marketing for local community recycling programs. Social marketing is a systematic procedure that uses commercial marketing strategies to change behavior. Social marketing activities include setting measurable goals, conducting research about target audiences and developing unique promotional tools for different target audiences. Social marketing techniques can be applied to a variety of community recycling opportunities, both small and large in scope. For example, social marketing projects may target a single drop-off, a school recycling program or many neighborhoods in a curbside program. The social marketing approach explained in Social Marketing for Recycling in Ohio is community and opportunity-based. It provides local programs with ways to increase recycling one opportunity at a time, which is especially appropriate in communities where resources are limited. For programs with funding available to hire a consultant, the guide provides enough information about social marketing to develop a request for proposal and evaluate submissions.
    [Show full text]
  • For Transportation Noise Annoyance
    International Journal of Environmental Research and Public Health Article The Development of a Multiple-Item Annoyance Scale (MIAS) for Transportation Noise Annoyance Dirk Schreckenberg 1,* ID , Christin Belke 1 and Jan Spilski 2 1 ZEUS GmbH, Centre for Applied Psychology, Environmental and Social Research, Sennbrink 46, 58093 Hagen, Germany; [email protected] 2 Center for Cognitive Science, University of Kaiserslautern, Erwin-Schrodiger-Straße, Building 57, 67663 Kaiserslautern, Germany; [email protected] * Correspondence: [email protected]; Tel.: +49-2331-4787-194 Received: 7 April 2018; Accepted: 5 May 2018; Published: 12 May 2018 Abstract: In 2001, Team#6 of the International Commission on Biological Effects of Noise (ICBEN) recommended the use of two single international standardised questions and response scales. This recommendation has been widely accepted in the scientific community. Nevertheless, annoyance can be regarded as a multidimensional construct comprising the three elements: (1) experience of an often repeated noise-related disturbance and the behavioural response to cope with it, (2) an emotional/attitudinal response to the sound and its disturbing impact, and (3) the perceived control or coping capacity with regard to the noise situation. The psychometric properties of items reflecting these three elements have been explored for aircraft noise annoyance. Analyses were conducted using data of the NORAH-Study (Noise-Related Annoyance, Cognition, and Health), and a multi-item noise annoyance scale (MIAS) has been developed and tested post hoc by using a stepwise process (exploratory and confirmatory factor analyses). Preliminary results were presented to the 12th ICBEN Congress in 2017. In this study, the validation of MIAS is done for aircraft noise and extended to railway and road traffic noise.
    [Show full text]
  • A Strategic Framework for Assessing Advertising
    THOMAS J. REYNOLDS A STRATEGIC AND CHARLES GENGLER FRAMEWORK FOR ASSESSING ADVERTISING: THE ANIMATIC vs. FINISHED ISSUE dvertising expenditures process, at the animatic stage of for individual firms, par- copy development. Aticularly consumer goods firms, continue to increase, rep- Background resenting a significant portion of revenues. For example, in 1988 Many methods of assessing Philip Morris became the first the effectiveness (or quality) of single company to crack the 2 advertising have been advocated billion dollar mark for annual and implemented. Yuspeh advertising expenditures (Endi- {PACT, 1982) presented the cott, 1989). The immensity of views of a group of the leading these annual commitments to THOMAS J. REYNOLDS o advertising agencies on the topic professor of marketing and advertising expenditures reflect of advertising copy testing. Of direcior of Ihe Morris Hile the importance which industry Center for Marketing Science the nine principles which were al the University of Texas at places upon the role of advertis- the consensus of these views, Dalias Dr Reynolds also ing in the marketing process. serves as chairman of Strate- the preeminent, first principle gic Assessment, Inc and as The management of this critical cited is that "A good copy test- managing director of Rich- marketing function demands mont Partners, a private mer- ing system provides measure- chant bank that the maximal efficiency, or ments which are relevant to the strategic quahty, be sought. objectives of the advertising" Current trends indicate that
    [Show full text]
  • SICEM 2011 Presentation
    Distributed Computing & Stochastic Control for Demand Response In Mass Markets Federal Energy Regulatory Commission Washington DC, June 27, 2018 Alex Papalexopoulos, Ph.D. CEO & Founder, ECCO International, Inc. CEO & Chairman of the Board, ZOME Energy Networks, Inc. San Francisco, CA [email protected] [email protected] Outline Current DR Programs Key Challenges of a New Approach High Level Process of the New Approach Technology and the Load Controller ColorPower ™ Algorithm Formal Control Problem & Important Constraints Control Design Issues Cloud-Based Architecture ColorPower ™ Energy Token Conclusions 2 © Copyright 2018 ECCO International, Inc. Multi-Market Integrated Electricity Framework Market Operator / Transmission System Operator DSO DSO T-D Interface DSO DSO DSO DER Merchant DER Merchant End Use Customers End Use Customers & Behind the Meter & Behind the Meter DR DR 3 © Copyright 2018 ECCO International, Inc. Where is the Problem (The Era of Coercion Should Come to an End) Current DR programs are based on command and control approaches; programs are grouped in 4 groups: Customers submit their appliances to direct utility on/off load control Customers are exposed to price volatility—a concept called “prices-to-devices”; this is the “holy grail” today for activating DR in wholesale organized markets DR aggregators pay people for remote shutoff options; growth has stalled because customers see no other value than trading inconvenience for cash Finally, some programs rely on advanced analytics to predict customer
    [Show full text]
  • The Relationship Between Advertising Preference Accuracy and Consumer Engagement in Social Media Advertising
    Master Marketing Communication University of Twente The relationship between advertising preference accuracy and consumer engagement in social media advertising. Student : Jurre Oosterwechel Course : Master thesis Date : 19-2-2018 Number of words: 13472 P a g e | 1 Abstract The purpose of this study is to investigate the relationship between the advertising preference accuracy of social media advertisements and consumer engagement and the role of annoyance in this process. By performing a controlled experiment, 40 participants were asked to answer questions by using a survey. While fulfilling the survey, also the participants’ eye movements and fixations were measured by eye-tracking recordings. The participants were all between an age of 18 and 29 years, were student at the University of Twente and having a personal Facebook profile. The results of this experiment are indicating that there is a (positive) relationship between the advertising preference accuracy of social media advertisements and engagement with advertisements. Thereby, annoyance is having a moderating role in the relationship between advertising preference accuracy and consumer engagement. P a g e | 2 Table of content 1. Introduction ......................................................................................................................................... 5 2.1: A clear definition of social media and social media advertising .................................................. 6 2.2: Features and labels in social media advertising ..........................................................................
    [Show full text]
  • HOW to GET Better Creative from Better Insights by the ARF CREATIVE COUNCIL, DECEMBER 2019 How to Get Better Creative from Better Insights | 2
    HOW TO GET Better Creative FROM Better Insights BY THE ARF CREATIVE COUNCIL, DECEMBER 2019 How to Get Better Creative from Better Insights | 2 This paper was produced Michael Joffe, Principal Editor SPECIAL THANKS TO . Google, Global Brand Product Strategy through the collective Advertiser Perceptions for its co- efforts ofthe ARF Creative Barb Murrer sponsorship of the survey among members Council Working Group Levi Strauss & Co., Vice President, of the creative and strategy communities Marketplace Insights & ARF Chairperson on New Research Belle Frank, for her promotion of the survey Guidelines: Mila Fang Xia within the agency community Facebook, Creative Researcher Andy Smith, Chair Flowers Foods, VP Consumer Insights Mark Truss, Co-Chair Others who made Wunderman Thompson, significant contributions Global Director of Brand Intelligence to this volume: Maris Cohen, Principal Author Virginia deGuzman NCSolutions, Content Marketing Director Creative, The NPD Group Margaret Coles, Justin Fromm Goodby Silverstein & Partners, Assoc. VP, Business Intelligence, Partner, Head of Research, Data & Analytics Advertiser Perceptions Eldaa Daily Philip Perry Ameritest, Research Director Content Manager, ARF Belle Frank Mi Hui Pak VMLY&R, Chief Strategy Officer, Director, ARF Knowledge Center Global Health Practice Jay Mattlin Pedr Howard Director, ARF Council Program Ipsos, SVP, Creative Excellence, Paul Donato Ann Green, Analysis Lead ARF Chief Research Officer Kantar SVP, Client Team Leader Six independent senior industry reviewers How to Get Better Creative from Better Insights | 3 In an effort to help bridge the gap kinds of research and data that are valued, between the research/data and creative/ how they are communicated, and how Abstract strategy communities within the they are applied.
    [Show full text]