Chapter 8 Objectives After going through this chapter, you will be able to understand: Explain the rationale and importance of message research Describe the various research technics used to measure consumer's recognition and recall of advertising messages Explicate the role of persuasion measurement, including pre and post-testing of consumer preference Explain the meaning and operation of single source measures of advertising effectiveness. Introduction Characteristics of a successful ad The Successful Ad Has a High and the right Degree of Visuals The Successful Ad Selects the Right Audience The Successful Ad Backs Up the Promise The Successful Ad Presents the Selling Proposition ¡n a Logical Sequence Introduction After an ad is released, the effectiveness. next question that arises is whether the ad has been able to achieve its objectives. Right from the client to the creative team, everyone is eager to know the outcome. Everyone wants to analyse the consumer’s reaction, the ad cost and its Introduction With social media coming into the picture, the scenario has become more complicated. Do clicks, likes and share mean that the act is successful? This many a times leads to the selection of wrong parameters to measure success. Success is the ability of a product category to retain a reasonable market share despite market redefinitions. Measurement is an essential criterion in order to determine the success of a new product and to learn about its success or to use it as a bench mark for future product developments. Introduction Another approach ¡s demanding proof of return on investment (ROI) from an ad campaign. But considering ROI ¡n isolation can be misleading. ROI is calculated by taking the net profit and dividing it by the ad spend. The ROI is usually higher when sales and ad budget are closer to zero. As demonstrated here, evaluating ROI only would have advertisers choosing the small budget campaign option over the big budget one. Introduction The big budget option was the better choice, as it generated far more net profit. The less you spend on advertising, the greater the ROI. Net profit provides a more accurate picture upon which to evaluate Success. In some cases, profit is not the only goal - or it is not the goal at all. Both quantitative and qualitative factors need to be used in evaluating success of the advertising. But beware. As demonstrated with ROI, sometimes we can focus on measuring the wrong thing - perfectly. Why and what needs to be measured? Every individual has his own definition of Success. In the world of business, the marketing manager would define success as “Increase in sales”, the R and D colleague would feel successful when the product ¡s accepted in the market and so on. Advertising effectiveness should also be measured to avoid costly mistakes, evaluate alternate strategies and increase the efficiency of advertising. Why and what needs to be measured? In the advertising world, for an ad to be successful , it should - Get noticed by the right consumer / decision maker The right message Message to motivate the purchase decision Why and what needs to be measured? If any one of the three ¡s not right, then the ad will not be effective and successful. All the above three needs to get captured by the account planner. Hence here the role of the account planner is to help ¡n setting the advertising objectives right by providing inputs about the target audience, the product USP and the consumer needs so that the right message is put across to Why and what needs to be measured? An effective ad results when the right advertising objectives are set. Should the ad sell the company image or a product? Is it expected to bring the reader to the point of purchase or just present an idea for consideration? For what audience is the product intended? Answering these questions helps in a great way. The first requirement is that clear advertising goals need to be defined. Why and what needs to be measured? There are two basic questions that advertising objectives should address. ‘Which consumers are to be influenced?’ and ‘What specific benefits or information is being tried to be communicated? Marketing objectives are concerned with what products go to which markets, whereas advertising objectives are measurable targets concerned principally with changing attitudes and creating awareness. Why and what needs to be measured? Some of the specific advertising objectives can be - To make attitudes more favorable to a particular product. To build an image for the product. To get across the idea of a unique product. To reduce existing negative attitudes. To keep building loyalty. To establish the brand and position it in a particular way, e.g. as warm and friendly. Why and what needs to be measured? Behind all effective advertising there lies a lot of careful thought and planning, and much of it goes into ensuring that the advertising objectives are the right ones. If these are wrong, everything else which follows is doomed to failure. As an account planner, who acts as an interlace, hence it becomes very important to set the success parameters well before the whole exercise, even before the SWOT analysis, so that all team members are in line with their expectations of success. Why and what needs to be measured? revenue generated per rupee of advertising spend. But there are methods that will give a rough idea of whether the ads are on the right track. Both There is no exact way to quantitative and measure the success of an qualitative factors need to ad campaign. It is next to be used in evaluating impossible to conclude success of the advertising. Why and what needs to be measured? Some of the ways in which an the effectiveness of an advertising campaign can be accessed is monitor sales, new customers requests for information, phone inquiries, retail store traffic, website traffic, or Click through rates. Track retail traffic by counting the people who enter your store. For this, monitoring traffic before the start the ad campaign is important comparison. Why and what needs to be measured? Ask new customers how they heard about your business. Compare sales before, during, and after an ad Campaign. Advertising often has a delayed effect, so ad- driven sales results may not boost immediately. In print ads, include a coupon that customers can redeem for a discount or gift with their purchase. Code the coupons so that ad or publication which generates the best results can be determined. Techniques for measuring ad message effectiveness More than 80% of advertisers and agencies pretest television commercials before airing them on a national basis. This shows that how important message research is to both the client and the agency. Message research involves - To test effectiveness of messages Pretesting ads during developmental stages Post testing to determine if messages achieve their established objectives Techniques for measuring ad message effectiveness 1. Copy development stage 2. “Rough” stage Four Stages at which ad message research might be conducted 4. After the ad has been run 3. Final production stage in the media Techniques for measuring ad message effectiveness Measures of Recognition & Recall Bruzzone test - Advertising Response Model (ARM) links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad and the advertised brand and to purchase interest. It provides valid prediction of actual marketplace performance along with being relatively inexpensive, it offers important information for evaluating a commercial’s effectiveness and whether it should continue to run Techniques for measuring ad message effectiveness Measures of Recognition & Recall Burke Day-After Recall Testing - It is used to assess the effectiveness of test commercials and to identify strengths and weaknesses The Claimed-recall scores indicate the percentage of respondents who recall seeing the ad and Related-recall scores indicate the percentage of respondents who accurately describe specific advertising elements. Techniques for measuring ad message effectiveness Measures of Physiological Arousal Ads that are better liked are more likely to be remembered and to persuade. It is possible to measure consumer’s affective and emotional reactions to ads. Galvanometer-measures minute levels of perspiration in response to emotional arousal Pupillometric tests-measure pupil dilation Techniques for measuring ad message effectiveness Measures of Persuasion It is used when an advertiser’s objective is to influence consumers attitudes toward and preference for the advertised brand. Rational vs. Emotional Message One of the biggest debate ¡s whether the ad should be rational or emotional. While emotions drive behavior, logic and emotion are somehow mutually exclusive. Emotion and logic are intertwined. Advertisers have various choices relative to advertising appeals and execution style. Techniques for measuring ad message effectiveness Measures of Persuasion Advertising appeal - the approach used to attract the attention of consumers and/or influence their feelings toward the product, service, or cause Execution style - the way the particular appeal is turned into an advertising message presented to the consumer . Rational appeals focus on the consumer’s practical, functional, or utilitarian need for using the product or service. Techniques for measuring ad message effectiveness There are several types of rational appeals like - Feature - focus on dominant feature of the product Competitive - make comparisons to different brands Price -makes price the dominant point News- announcement about the product Popularity -stress the brand popularity Techniques for measuring ad message effectiveness Emotional appeals relate to the customers’ social and/or psychological need to purchase a product or service. Many feelings or needs can serve as the bases for these appeals, including psychological states or feelings directed to the self. Techniques for measuring ad message effectiveness Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both when developing effective advertising.