Measuring

the
Effectiveness of the
Promotional Program
Chapter 19
Advertising And Promotion, 6/E
-Belch
Group 8
Integrated Marketing Communications
Aditya GSN

Indrajit Bage

McGraw-Hill/Irwin

N Krishna Chaitanya

Neeraj Panghal

Prateek Jaiswal

Silpa Kamath

Copyright 2009 by The McGraw-Hill Companies, Inc. All rights rese

Chapter Objectives

1.To understand reasons for measuring

promotional program effectiveness.
2. To know the various measures used in
assessing promotional program
effectiveness.
3. To evaluate alternative methods for
measuring promotional program
effectiveness.
4. To understand the requirements of proper
effectiveness research

Pros and Cons of Measuring Effectiveness

Disadvantages

Advantages
Avoid
Avoid costly
costly mistakes
mistakes

Cost
Cost of
of measurement
measurement

Evaluate
Evaluate alternative
alternative
strategies
strategies

Research
Research problems
problems

Increase
Increase efficiency
efficiency in
in
general
general

Disagreement
Disagreement on
on
what
what to
to test
test

Determine
Determine ifif objectives
objectives are
are
achieved
achieved

Objections
Objections of
of creatives
creatives
Time
Time

Measuring Advertising Effectiveness

What
What to
to test
test

Source
Source factors
factors
Message
Message variables
variables
Media
Media strategies
strategies
Budget
Budget decisions
decisions

How
How to
to test
test

Testing
Testing guidelines
guidelines
Appropriate
Appropriate tests
tests

Where
Where to
to test
test

Laboratory
Laboratory tests
tests
Field
Field tests
tests

When
When to
to test
test

Pretesting
Pretesting
Posttesting
Posttesting

Pretesting Methods
Laboratory
Consumer Juries
Portfolio Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Readability Tests
Comprehension and
Reaction Tests

Field

Dummy Ad Vehicles
On-air Tests

Posttesting Methods

Recall
Recall Tests
Tests
Tracking
Tracking
Studies
Studies

Association
Association
Measures
Measures

Methods
Methods
SingleSingleSource
Source
Systems
Systems

Recognition
Recognition
Tests
Tests
Inquiry
Inquiry Tests
Tests

Where to Test

In the Field
In the Lab

Positioning Advertising Copy Test (PACT)

1. Provide measurements relevant to objectives of advertising

2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity

Test Points

1.Concept
1.Concept Testing
Testing

2.Rough
2.Rough Testing
Testing
Occurs
Occurs at
at
Various
Various Stages
Stages

3.Finished
3.Finished art
art or
or
commercial
commercial pretesting
pretesting
4.Market
4.Market testing
testing
(posttesting)
(posttesting)

Concept Testing
Objective
Objective

Explores consumers responses to ad

concepts expressed in words, pictures, or
symbols

Alternatives are exposed to consumers who

match the target audience

Method
Method

Reactions & evaluations sought through focus

groups, direct questioning, surveys, etc.
Sample sizes depend on the number of
concepts and the consensus of responses

Output
Output

Qualitative and/or quantitative data

evaluating and comparing alternative
concepts

Rough Art, Copy, and Commercial Testing

Comprehension and Reaction Tests

Consumer Juries
Advantages

Disadvantages

Control

Consumer may become a

self-appointed expert

Cost effectiveness

Number of ads that can be

evaluated is limited

Endorsements by
independent third parties

A halo effect is possible

Achievement of credibility

Preference for ad types

may overshadow objectivity

Rough Testing Terms

Animatic
Animatic Rough
Rough
Terms
Terms

Photomatic
Photomatic Rough
Rough
Live-action
Live-action Rough
Rough

Pretesting Finished Print Ads

A laboratory method
Portfolio
Portfolio
Tests
Tests

Includes test and control ads

Portfolio test have problems

Readability
Readability
Tests
Tests
Dummy
Dummy
Advertising
Advertising
Vehicles
Vehicles

Based on syllables per 100 words

Other factors also considered
Distributed to random sample homes
Product interest may still bias results

Pretesting Finished Broadcast Ads

Theater Tests

On-Air Tests

Measures changes in
product preferences
May also measure . . .
Interest in and reaction
to the commercial
Reaction from an
adjective checklist
Recall of various
aspects included
Interest in the brand
presented
Continuous reactions

Insertion in TV programs
in specific markets
Limitations are imposed
by day-after recall
Physiological Measures

Physiological Measures

Pupil
Pupil dilation
dilation

Galvanic
Galvanic skin
skin
response
response

Testing
Testing

Brain
Brain waves
waves

Eye
Eye tracking
tracking

Market Testing Print Ads

Recognition Tests
Tests
Recognition

Inquiry
Inquiry Tests
Tests

Testing
Testing

Tracking
Tracking Studies
Studies

Recall
Recall Tests
Tests

Posttests of Broadcast Commercials

Day after recall
tests

Tracking
studies

Persuasive
measures

Diagnostics

Testing
Comprehensive
measures

Single-source
tracking
Test marketing

Problems With Current Research Methods

Essentials of Effective Testing

Use
Use aa consumer
consumer
response
response model
model

Establish
Establish
communications
communications
objectives
objectives

Testing
Testing

Understand
Understand and
and
implement
implement
proper
proper research
research

Use
Use pretests
pretests and
and
posttests
posttests

Use
Use multiple
multiple
measures
measures

Measuring Effectiveness of Other Programs

Sales
Sales
promotions
promotions

NonNontraditional
traditional
media
media

Shopping
Shopping cart
cart signage
signage
Ski
Ski resort-based
resort-based media
media
In-store
In-store radio
radio and
and television
television
Other
Other media
media

SponsorSponsorships
ships

Exposure
Exposure methods
methods
Tracking
Tracking measures
measures

Measuring Effectiveness + Efficiency

THANK YOU