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.