Evaluation of advertising and its effectiveness
The Five Ms of Advertising
Mission Money Message Media Measurement
Advertising Objectives
Evaluation of advertisement
Evaluating the advertisement means how effective advertisement performs. Here performance may be whatever we expect from an advertisement like will it increase the sales or not, will it grab the attention of consumer, will it create an awareness, will it create a brand loyalty, awareness or whatever is our goal.
Reasons of testing/evaluating the advertisement
Because of the large sums of money invested in advertising today and the highly competitive nature of todays market, advertiser, media owners and advertising agencies are vitally interesting in determining the effectiveness of advertising
Measuring effectiveness of advertising
Advertising effectiveness can be tested before the advertisement run (called pre-testing) and after the advertisement run (called as posttesting).
Measuring Advertising effectiveness
Pretesting
Post testing
Concept testing
Theme testing
Copy testing
Recall test by Gallup Robinson
Recognition test or stretch test by Daniel Starch
Inquiry test
Concept testing
Quantitative interviews
Free association test
Statement comparison test
Rank order method
Paired comparison test
Copy testin g
Consu mer jury test
Order of merit Direct mail test Psychol ogical Scoring Mechanical or laboratory test
Portfoli o test
Period compariso n
Eye camera or Oculometer
Psychogalva no meter (GSR)
Perceptoscope or pupilometer
Tachistoscope
Electro Encephalo raphic measures
Pretesting
Pretesting is used more commonly than post testing because it is much more important to measure advertising effectiveness before an advertisement has been run than afterward.
Pretesting may be done at a number of points, Right from idea generation till its implementation. Pre-test should be used as a guide. In pretesting of advertisement respondents are asked a number of questions in different settings.
Types of pretesting
Portfolio test:
It consists of 2 groups of respondents one is exposed to a portfolio of test Ads interspersed among other Ads. The other group sees the portfolio with out the test Ads.
Direct mail test:
Two or more Ads are mailed to different potential customers to see which Ad attracts more orders.
Psychological tests:
Pupil Dilation Test Galvanic Test Voice Variations
Pupil Dilation Test
In this we observe the pupil of the eye. It can widen when it sees something interesting andshrinks if the advertisement depicts violence or unpleasant things. It measures the [Link] instrument is known as the [Link] eyes of the respondents are watched to study the interest. If the pupil expands andthe respondent open his eyes widely, it shows his interest in the product. If the pupil contractsand the respondent tends to contract the eyes then he is disinterested in the scene shown.
Voice Variations The pitch of the voice changes with emotional responses.
Post testing
After the advertisement has run for a considerable period of time, it is tested to measure its [Link] tests are: recall test, recognition test, attitude test sales test and enquiry test.
Types of post testing
Recall Test
In this test, the respondents are asked to recall the ads they have seen and the brand is concealed and asked whether they had seen the ad through reading, listening or viewing (Aided recall).In unaided recall, no prompting is done and they are asked whether they had read, seen or heard the message. Respondents are lured by some inducements to answer the enquiries. It measures the effect of Media as well as individual advertising. Only factor of the advertisements examined at a time.
Recognition Test
This is conducted to see whether the Ad is recognised or not. This test can be conducted by mail surveys. The Ad can be broken into headlines, layouts, body, copy logo etc. and it is seen how these elements are remembered by the respondents. The recognition test can be con-ducted in a number of ways. The magazines are placed in the home of the respondents and they are requested to read that magazine on that day. Next day they are asked questions about the ad appearing in that magazines to assess the recall of ads.
Inquiry test
It refers to the effectiveness of ad in Print Media. In this the consumers respond by asking for more information. Inquiries may be by phone calls, coupons returned or asking for free samples. The researcher tests the attention getting value, readability and comprehension.
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