Evaluation of advertising campaign

Measures to evaluate the effectiveness of advertising although difficult and costly, are
essentials parts of any marketing plan. Without an assessment strategy, marketers will not
know whether their advertising achieves the objectives of marketing plan or advertising
budget are well spent. There are three types of testing for advertising campaign which are as
follows:

1- Pre campaign evaluation

2- Mid campaign evaluation
3- Post campaign evaluation

Pre-Campaign Evaluation
The objectives of Pre-campaign evaluation

1. The objectives of pre campaign evaluation are

2. To spot error in the copy.
3. To make communication more effective.
4. To design the ad better.
5. To reduce the wastage in advertising.
6. To ensure that the money is spent prudently.

Testing in print advertising

i. Direct questioning:
The researcher using this method asks respondents specific questions about the
ads.
ii. Focus group:
A group of 8-10 people participate in a moderated but freewheeling discussion
and interview.
iii. Portfolio test:
One group of respondents is exposed to a portfolio of test ads interspersed among
other ads and editorial matter. Another group sees the portfolio without the test
ads.
iv. Paired comparison test:
Respondents compare each ad in a group.
v. Order of merit test:
Respondents see two or more alternative ads and arranging in a rank order.
vi. Mock magazine test:
Ads to be tested at stripped into a magazine which is left with respondents for a
specified time.
vii. Direct mail test:
Two or more alternative ads are mailed to different potential customers on a
mailing list to test which ad attracts more order.
Testing in TV & Radio advertisement
i. Central location test:
Respondents see test commercial film in a central location, such as shopping
centre
ii. Clutter test:
Test commercials along with non-competing control commercials are shown to
respondents to determine their effectiveness, measure comprehension and attitude
shifts and defects and weak points.
iii. Trailer test:
Respondents see or listen to commercials in trailer at shopping centre and receive
coupons for the advertised products.
iv. Theatre test:
Respondents use electric equipment to indicate what they like or dislike as a view
in tv commercial shown in a theatre setting.
v. Live telecast test:
Test commercials are shown on close circuit or cable tv and subsequently
respondents are interviewed by telephone.
vi. Sales experiments:
Alternative tv or radio commercials run in two or more markets.

Physiological testing
i. Pupillometeric device:
Dilation of respondent’s people s measured, presumably to indicate respondent’s
interest.
ii. Eye-movement camera:
The route that the respondent’s eyes travelled is superimposed over an ad to show
the area that attracted and held attention.
iii. Galvanic skin response:
A mild electrical current measures respondent’s sweat gland activity to measure
the tension and ad creates.
iv. Voice-pitch analysis:
A customer’s voice response is tapped and computer is used to measure changes
in his voice caused by emotional reposes.
v. Brain pattern analysis:
A scanner monitors the reaction of respondent’s brain.
vi. Hemispheric lateralization:
This distinguishes between alpha activity in left and right side of brain.
Other methods of testing
i. Inquiry tests:
These are used for print ads. The marketing managers or adv. Agency can track
the number of enquiry generated from an ad that has direct response, toll free
number or a reader enquiry card attached. These are used to measure the
effectiveness of a message on the basis of either measured sales or on enquiry
received as a direct result of an ad. It can be coupons returned from a magazine or
newspaper.
ii. Recognition test:
This is the most widely used method for post testing print ad and each closely
associated with starch INRA Hooper’s thought-the book method. With this
approach a researcher interviews respondents at home or at work by first asking
whether they have read a particular issue of magazine. If so she or he then goes
through the issue to obtain information about whether the respondents have seen
the ad, how much of it they read, how much they recall. This method and the
resulting starch scores are used to track and evaluate complete campaign.

Mid Campaign evaluation

This is the testing which takes place while the advertisements are run. The feedback is
received from such testing and corrective actions can be taken while advertising campaign is
on.

1. Coincidental surveys:
This is also called as coincidental telephone method whereby a sample of household
is selected, calls are made during the time of program is on broadcast, the respondents
are asked whether their radio or tv set is on and ,if so what station or program it’s
tuned. The results of the survey are used to determine the share of the audience for the
advertiser’s program.
2. Consumer’s diaries:
This method involves giving the families selected a diary or the individual dairies to
the members of the family. The selected families and the individual respondents are
asked to record the details about the program they listen or view.
3. Mechanical devices:
These are used to measure the add effectiveness particularly in broadcast media are
I. Audiometer
II. Psycogalvanometer
III. Techistoscope
IV. Truck-electronic unit

4. Traffic counts:
These are of special applicability to outdoor advertising.one can get good deal of
information through traffic counts. Counting is done by independent organisation,
may be private or public. This can be possible for ad agency as well. For instance how
 many automobiles and other vehicles were exposed to a bulletin board or a poster or a
wall painting and how many times- can be got for small fees.

Post campaign evaluation

It’s applied after the advertisement has ended to find out how far advertising has been
successful. The objective of advertising is to arouse customer awareness, his interest and
desire and develop his attitude to the product.as follows:

 To find out the impact of ad in terms of it being noticed, seen and read
 To find its credibility
 To find out its comprehension
 To measure its memorability
 To assess its effects on buyers
 To assess its fit with the promotion and marketing mix
 To assess whether it has achieved its objectives
 To assess the relative effectiveness of different copies and media plans.
 To improve future advertising efforts.

1. Inquiry tests:
Used in both consumer and b2b market testing, inquiry tests are designed to measure
adv. Effectiveness on the basis of inquires generated from ads appearing in various
print media, often referred to as bingo card. The inquiry may take the form of the
number of coupons returned; phone calls generated or direct inquire through reader’s
card.
2. Attitude Change:
Attitude measurement tests measure advertising effectiveness. It measures the extent
to which favourable opinions have been created about the product, image and
company. Loyalty, acceptance, preference, intent, etc. these are measured with this
technique. There are several techniques for the measurement attitude change after the
advertising campaign has ended. These techniques are the semantic differential, likert
scale, the ranking technique and the projective technique.
3. Recognition Tests:
It determines the readership of advt. in the publications and is conducted by PI with
readers of the particular issue of the publication in question. Then they go through the
publication, page by page, with the respondents indicating those advertising elements,
which he or she recognizes as having read.

Types of recognition Tests:

I. Mail surveys
II. Starch test
 4. Split-Run Tests:
This is a technique that makes possible testing of two or more ads in the same
position, publication and issues with a guarantee of each ad reaching comparable
groups of readers. It’s a modification over the inquiry test.
5. Sales Tests:
It represents a controlled experiment under actual field conditions than stimulated. It
attempts direct relationship between one or more variables and sales of a product or a
service. It facilitates testing of one ad against another and one medium against
another.

Types of Sales test:

I. Measure of past sales

II. Field Experiments
III. Matched samples

6. Recall Test:
There are several tests to measure recall of print ads. Perhaps the best known of these
are the Ipsos-ASI Next print test and Gallup and Robinson Magazine Impact research
service MIRS. Recall tests have been classified into three classes:
i. Aided Recall:
This method is used to measure the reading memory of magazine advertising
impression. This test has a high degree of objectivity which arises from the
respondents attempting to perform at the maximum level of recall without
subjectively screening out of response.
ii. Unaided Recall:
The basic purpose is to measure the penetration of the advt. Respondents are
asked whether the advertisements included a particular picture or message. The
name of the product is not given to the audience. They have to recall it
themselves. If they do remember, it’s established that there was some impact of
the audience.
iii. Combined Recall Tests:
It includes aided as well as unaided recall test. This test was developed by Gallup
and Robinson. Respondents are asked whether they have read the magazine or
newspaper or listened to the radio or watched tv. The respondents are asked in
depth to evaluate the accuracy of their recall.
 ASSIGNMENT – 4

ADVERTISING AND SALES PROMOTION

EVALUATION OF AD CAMPAIGN

Submitted To

Prof. (Dr.) Tanmoy De

Submitted By

Pritish Biswal

Roll No- 13DM037, Sec-A

Date of submission-27/01/2015