campaign begins

2
Posttests after
the
campaign
has
begun

MEASURING
ADVERTISING
EFFECTIVENESS

COMMON REASONS FOR

NOT

MEASURING IT

1
Cost
research

of

doing

2
Objections
from
the creative department

WHEN TESTING IS DONE

1

Pretests before the

3 Media strategies
4 Budgeting decisions

WHY MEASURE IT
1 Avoid costly mistakes
2 Evaluate
strategies

alternative

3 Increase the efficiency

of advertising

WHERE TO TEST
1 Laboratory tests (test
labs, theaters) major
advantage is control (but
lacks realism)

WHAT TO TEST

2 Field tests (DAR, Starch)

major advantage is realistic
viewing situation (but lacks
control)

1 Source factors
2 Message variables

THE TESTING
PROCESS
tests)

(4 types of

1 Concept Testing focus

groups and mall intercepts

Explore
consumer
reactions to ads or campaigns
considered

Pretesting Finished Ads

1

Portfolio tests (print)

Readability tests (print)

Dummy advertising vehicles (print)

Theater tests (broadcast)

On-air tests single source ad research

Physiological pupillometrics, EKG,

eye tracking, brain wave research

TESTING PROCESS (cont.)

1 Rough

Art, Copy,
Commercial Testing

POST-TESTING OF PRINT
ADS

and

1 Inquiry tests measure

Results are highly

correlated with those done
on finished ads

ad effectiveness on the
basis of inquiries
generated

2 Recall Tests
3 Recognition Tests
tests Starch

Note
d: % of
readers of an
issue who
remembered
seeing the
ad in the
issue

POSTTESTING

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

Associa
ted: % of
readers who

1 Recognition

Noted:
49%
Associ
ated:
34%
Read
Most:
19%

POST-TESTS OF BROADCAST
COMMERCIALS

Attentiveness how engaged you are in a program

1
2
3

Noted: 69%

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 went to 60 Minutes and Dateline NBC

Associated: 64%
Read Most: 25%

Comprehensive Tests

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

2 Designed

to
entertain,
engage,
educate,
and
encourage
sales online

1 Tracking
studies

Po
st
te
st
s
(c
on
t.)

Measure
the effect of
advertising on
awareness, recall,
interest, and
attitudes toward
the ad, brand,
and purchase
intention

2 Single source
tracking studies

Tracking
behavior
of
consumers from
the TV set to the
supermarket
checkout counter

Behavior
Scanning

s of Rich
Media
1 Audi

S
u
c
c
e
s
s
M
e
t
r
i
c

ence
enga
geme
nt
2 Inte
ractio
n
rate

1
% of
audi
ence
that
eng
ages
with
the
ad

2
Mous
eover

,
inv
olv
em
ent
wit
h
con
tent

3 Inte
racti
on
time

Ti
m
e
u
s
e
rs
s
p
e
n
d
e
n
g
a
gi

Rich Media
Advertising

3 http://www.do
ubleclick.com

Web display
advertising with
video, audio,
animation,
interactive
features, games
and more (e.g.
Flash, Dart
Motif)
n
g
wi
th
th
e
ad
(e
.g
.
ga
m
es
)

4 Ave

2 Una

Com
mon
Bran
d
Effec
tiven
ess

rage
video
view
time/
Displ Metrics
ay
time
1 Onl
1
ine
Video
ad
pau
awar
ses,
rewi
enes
nds
s

ad
recal

ided
or
aide
d
bran
d
awar
enes
s

3 Bra
nd
favor
abilit
y

4 Mes
sage
asso
ciatio
n

5 Pur
chas
e
Inten

com
plete
a

6 Use
rs

surve
y
(Exp

erim
enta
l

Desi
gn)

Best Practices

Best Practices

1 Brand Awareness
1
Logo
should

1 Online Video
1
More than recycled TV spots
2
Integrate video into creative

be
prominent in ad and animation

Be

careful

of

annoyance

factor

2 Message Association
1
K.I.S.S. (Keep

it

Simple,

Stupid)

2 Advergames
1
Make a good game
2
Target women, but with

different game types (quizzes and

puzzles vs. shooter games and racing)

3 Interactivity
1
Give

your
something worthwhile

audience

PACT Positioning
Advertising
Copy Testing
1

Principles developed by the

largest ad agencies for
conducting appropriate
effectiveness studies

Establish
objectives

concepts (demo a product)

Use

communications

consumer

response

model

Use both pre and posttests

Use multiple measures