Measuring Effectiveness of

Advertising Programme
Prepared By:
Bhavesh Joliya
Badiyani

Guided By:
Dr. Jay

Submitted to:
Department of Business Administration,
M.K. Bhavnagar University,
Bhavnagar.

Most Expensive Commercial of 2007.mp4

Objectives
To understand reasons for measuring
promotional program effectiveness
To know the various measures used in
assessing promotional program
effectiveness

Objectives
To evaluate alternative methods for
measuring promotional program
effectiveness
To understand the requirements of proper
effectiveness research

Reasons to Measure
Effectiveness
1. Avoiding costly mistakes
2. Evaluating alternative strategies
3. Increasing the efficiency of
advertising in general
4. Determining if objectives are
achieved

Advertisement Effectiveness
It is an attempt to measure whether
the time, talents, and the treasure
invested in the creative activity has
resulted in attaining the goals of
profit maximization to the advertiser
and the maximization of satisfaction
to the consumers.

Reasons Not to Measure

Effectiveness
1.
2.
3.
4.
5.

Cost
Research problems
Disagreement on what to test
The objections of creative
Time

Conducting Research to Measure

Advertising Effectiveness

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

What to test?

This shows images from various television commercials for

the Transport Accident Commission. the public who were
becoming complacent about driving behavior and road risk.
It is important to note that the TAC, like many advertisers
promoting socially responsible behavior, seeks to change
community behavior by first changing attitudes. When a
campaign has attitudinal change as its objective, it is
important that any measure of that campaigns
effectiveness also measure attitudes and behaviors. In
other words, a campaigns performance must be measured
in terms of what it sets out to achieve. Not all campaigns
have sales or awareness as their objective so it is important

When to test?

Pretests
Pretests

Measures
Measures taken
taken before
before the
the
campaign
campaign is
is implemented
implemented

Posttests
Posttests

Measures
Measures taken
taken after
after the
the ad
ad or
or
commercial
commercial has
has gone
gone to
to air
air

When and where to test?

Pretesting methods

Laboratory
Consumer
Consumer juries
juries
Portfolio
Portfolio tests
tests
Physiological
Physiological measures
measures
Theatre
Theatre tests
tests
Rough
Rough tests
tests
Concept
Concept tests
tests
Readability
Readability tests
tests
Comprehension
Comprehension and
and reaction
reaction
tests
tests

Field
Dummy
Dummy ad
ad vehicles
vehicles
On-air
On-air tests
tests

Why to test the Ad Effectiveness

To make sound future decisions.
To impress upon the top
management
To have a clear break- up picture.
To know the point of saturation
To keep in touch with the new trends

When and where to test?

Field post testing methods

Recall
Recall tests
tests
Tracking
Tracking
studies
studies

Post
Post testing
testing
methods
methods
Recognition
Recognition
rests
rests
Inquiry
Inquiry tests
tests

Association
Association
measures
measures

Single-source
Single-source
systems
systems

How to test? Positioning advertising copy

testing (PACT)

The Testing Process

Testing for campaign development

1.
1. Concept
Concept testing
testing

Occurs
Occurs at
at
various
various
stages
stages
of
of campaign
campaign
development
development

2.
2. Rough
Rough testing
testing
3.
3. Finished
Finished art
art or
or
commercial
commercial testing
testing
4.
4. Market
Market testing
testing
(posttesting)
(posttesting)

Concept testing
Objectiv
Objectiv
ee

Explores
Explores consumers
consumers responses
responses to
to ad
ad concepts
concepts
expressed
expressed in
in words,
words, pictures
pictures or
or symbols.
symbols.
Alternatives
Alternatives are
are exposed
exposed to
to consumers
consumers who
who match
match
the
the target
target audience.
audience.

Method
Method

Reactions
Reactions and
and evaluations
evaluations are
are sought
sought through
through focus
focus
groups,
groups, direct
direct questioning,
questioning, surveys,
surveys, etc.
etc.
Sample
Sample sizes
sizes depend
depend on
on the
the number
number of
of concepts
concepts
and
and the
the consensus
consensus of
of responses.
responses.

Output
Output

Qualitative
Qualitative and/or
and/or quantitative
quantitative data
data are
are used
used to
to
evaluate
evaluate and
and compare
compare alternative
alternative concepts.
concepts.

12-18

Rough Art, Copy and

Commercial Testing:

Comprehension
Comprehension and
and reaction
reaction
tests
tests

Conveying meaning intended by assessing

responses
Consumer
Consumer juries
juries

Advantages

Disadvantages

Control
Control

Consumer
Consumer may
may become
become aa
self-appointed
self-appointed expert
expert

Cost
Cost effectiveness
effectiveness

Number
Number of
of ads
ads that
that can
can be
be
evaluated
evaluated is
is limited
limited

Endorsements
Endorsements by
by
independent
independent third
third parties
parties

AA halo
halo effect
effect is
is possible
possible

Achievement
Achievement of
of credibility
credibility

Preference
Preference for
for ad
ad types
types
may
may overshadow
overshadow objectivity
objectivity

Pretesting finished print

ads
AA laboratory
laboratory method
method

Portfolio
Portfolio
tests
tests

Includes
Includes test
test and
and control
control ads
ads
Portfolio
Portfolio test
test have
have problems
problems

Readability
Readability
tests
tests

Based
Based on
on syllables
syllables per
per 100
100 words
words

Dummy
Dummy
advertising
advertising
vehicles
vehicles

Distributed
Distributed to
to random
random sample
sample of
of homes
homes

Other
Other factors
factors also
also considered
considered

Product
Product interest
interest may
may still
still bias
bias results
results

Pretesting finished
digital ads
Theatre
Theatre tests
tests

On-air
On-air tests
tests

Measures
Measures changes
changes in
in
product
product preferences
preferences

May
May also
also measure:
measure:
Interest
Interest in
in and
and reaction
reaction to
to
the
the commercial
commercial
Reaction
Reaction from
from an
an adjective
adjective
checklist
checklist
Recall
Recall of
of various
various aspects
aspects
included
included
Interest
Interest in
in the
the brand
brand
presented
presented
Continuous
Continuous (frame-by(frame-byframe)
frame) reactions
reactions

Insertion
Insertion in
in TV
TV programs
programs in
in
specific
specific markets
markets

Limitations
Limitations are
are imposed
imposed by
by
day-after
day-after recall
recall

Physiological
Physiological measures
measures

CHECKLIST METHOD
Typical checklist provides rating scale
or basis for ranking ad in terms of
the characteristics. Characteristics
may be honesty, attention,
readability, convincing ability selling
ability and the like.
Ads to be tested are checked against
these factors , weighted and the
scores are determined.

OPINION TEST
Opinion test or consumer jury test is
one that obtains the preference of a
sample group of typical prospective
consumers of the product or the
service for an advertisement or part
of it.
Members of jury rate the ad as to
their headlines, themes, illustration,
slogans by direct comparison.

Dummy Magazine and Portfolio Test

Dummy magazine contains standard
editorial material, control ads that
have been already tested and the
ads to be tested. These magazines
are distributed to a sample of
households who are asked to read
within stipulated time and after a
given time interval, interviews are
conducted.

Portfolio Test
It is similar to dummy magazine test
except that the test ads are placed in
a folder that contains control ads.
Each respondent is handed over a
folder and is asked to go through the
test scores and the ad which
interests him most.

Physiological measures
Galvanic
Galvanic skin
skin
response
response

Pupil
Pupil dilation
dilation

Testing
Testing

Brain
Brain waves
waves

Eye
Eye tracking
tracking

 1. Pupil dilation: Advertisers have used

pupillometrics to evaluate product and package
design as well as to test ads. Pupil dilation suggests
a stronger interest in (or preference for) an ad or
implies arousal or attention-getting capabilities.
2. Galvanic skin response. Also known as electro
dermal response, GSR measures the skins
resistance or conductance to a small amount of
current passed between two electrodes. Response
to a stimulus activates sweat glands, which in turn
increases the conductance of the electrical current.
Thus, GSR/EDR activity might reflect a reaction to
advertising.

 3. Eye tracking: A methodology that is more

commonly employed is eye tracking in which
viewers are asked to view an ad while a sensor
aims a beam of infrared light at the eye. The
beam follows the movement of the eye and shows
the exact spot on which the viewer is focusing.
The continuous reading of responses
demonstrates which elements of the ad are
attracting attention, how long the viewer is
focusing on them, and the sequence in which they
are being viewed. Eye tracking can identify
strengths and weaknesses in an ad.

 4. Brain waves. Electroencephalographic (EEG)

measures can be taken from the skull to determine
electrical frequencies in the brain.
Alpha activity refers to the degree of brain activation.
People are in an alpha state when they are inactive, resting,
or sleeping.
Hemispheric lateralization distinguishes between alpha
activity in the left and right sides of the brain. It has been
hypothesized that the right side of the brain processes visual
stimuli and the left processes verbal stimuli. The right
hemisphere is thought to respond more to emotional stimuli,
while the left responds to logic. The right determines
recognition, while the left is responsible for recall. If these
hypotheses are correct, advertisers could design ads to
increase learning and memory by creating stimuli to appeal to
each hemisphere.

Market testing of ads: Print ads

Inquiry
Inquiry tests
tests

Recognition
Recognition tests
tests

Market
Market testing:
testing:
print
print ads
ads
Tracking
Tracking studies
studies

Recall
Recall tests
tests

Market testing broadcast commercials

Day-after
Day-after recall
recall
tests
tests
Tracking
Tracking
studies
studies
Single-source
Single-source
tracking
tracking

Persuasive
Persuasive
measures
measures

Market
Market
testing:
testing:
broadcast
broadcast

Test
Test marketing
marketing

Diagnostics
Diagnostics
Comprehensive
Comprehensive
measures
measures

 day-after recall testthe most commonly performed

measure
persuasive measuresattempting to measure
persuasive impact of the commercial on brand selection
diagnosticmeasures to determine viewers
perceptions of the commercial including evaluations,
perceptions, etc.
comprehensive measuresa combination of each of
the three previous measures
test marketingtesting of finished commercials in
specified test markets
single source trackingtracking of the impact of the
commercial from TV set to the retail store through the
use of scanner data
tracking studiesmeasuring the effects on various
factors (recall, awareness, and attitudes) over time.

Tracking studies
Tracking studies have been used to measure
the effects of advertising on awareness, recall,
interest, and attitudes toward the ad and/or brand
as well as purchase intentions. (Ad tracking may be
applied to both print and broadcast ads but is much
more common with the latter.) Personal interviews,
phone surveys, mall intercepts, and even mail
surveys have been used.
The major advantage of tracking studies is that
they can be tailored to each specific campaign
and/or situation. A standard set of questions can
track effects of the campaign over time.

Tracking studies

Refferences

http://
www.yourarticlelibrary.com/advertising/measuring-advertising-effectiveness-3-metho
ds/49176

http://accountlearning.com/how-to-measure-the-effectiveness-of-advertising/
http://www.yourarticlelibrary.com/advertising/techniques-to-measure-advertising-eff
ectiveness/48670
/
http://www.nielsen.com/in/en/solutions/advertising-effectiveness.html
http://www.managementstudyguide.com/advertising-effectiveness.htm
https://
www.scribd.com/doc/48424357/Importance-of-measuring-the-Effectiveness-o
f-Advertising
https://
www.scribd.com/doc/45808063/Reasons-for-Measuring-Advertising-Effectiv
eness
https://
www.scribd.com/doc/42117512/Project-Report-on-Advertising-Effectiveness

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