Ad Post Testing Techniques

Chapter 10
The Advertising Program

And the Ad-post testing & Tracking study
Advertising Post Testing

There are three traditional ad post testing techniques.
Focused on the TV commercial component of the
advertising program, these techniques are:
1.
DAR (Day-After-Recall) Study
2.
PAE (Post-Ad-Effectiveness) Study
3.
Test Marketing Study
The Advertising Program and the

Ad-post Testing & tracking Study
Recall of Commercial shown in Last class

What was shown in this ad?
Content
Situation
Verbatim

DAR (Day-After-Recall) Study
This post testing technique gathers ad recall

effectiveness data via interviews with the random sample
of qualified members of the TV commercial audience.
The post test conducts the interviews a day after the airing
of the TV commercial.

The DAR Study Data
A DAR study report provides two sets of data.

The first set consists of two data tables.
The first data table summarizes the percent total recall of the ad.
The second data table shows the percent recalling what the ad said (the copy
recalls) and what it showed (the ad execution and situation recalls).
The second data set is a separate volume containing the verbatim transcription of
the playback from each respondent who was able to recall one or more items in the
DARs commercial.
An example of each data table is shown in table10-1 and table10-2.
Advance Marketing
Research

Table 10-1
Summary of recall of the TV commercial
(example of first data table)
Total
Base: Total in the commercial audience
120
Gave recalls related to the commercial:
22
gave specific recalls
15
gave general recalls
Gave recall unrelated to commercial
25
Didnt remember anything about commercial
21
Didnt notice commercial
32
Voluntary recall of brand name
15
Advance Marketing
Research

Table 10-2
Summary of recall of the TV commercial (example of second data table)
Total
Base: Total in the commercial audience
Copy recalls: unduplicated
The real economy car
The winner of rallies
Rallis wining performance
Its not miracle, its Toyota
120
18
11
7
3
2
15
Situation recalls: unduplicated

A small car racing by itself
A small car speeding in a dusty road
A small car running across flooded street
A minica looking car
A new Toyota car in revolving display
Advance Marketing
Research

7
2
2
4
2
DAR Data Analysis And Interpretation

In making sense of DAR data, research users takes into
account the following DAR implementation rules:
The first rule requires that there shall be no airing on TV or

radio and no print advertising for the DAR s brand within
the 24 hours following the airing of the post tested
commercial. This rule protects the DAR from contaminated
invalid data.
Advance Marketing
Research

The second rule says that the combine ratings of the TV

program vehicles used in airing the commercial must be at
least 50%.
The intent is to give the survey a fair chance of completing

its interview of DAR respondent quota sample.
Advance Marketing
Research

A third rule asks that the study checks on the match

between the target ad audience and the program
vehicle audience.
Advance Marketing
Research

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A fourth rule requires the post tested TV commercial to

be the first in the series of commercials during the
commercial break in each of the TV program vehicles
used.
Advance Marketing
Research

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A final implementation rule concerns the screening of

the qualified respondent. It states that the qualified
respondents must be established to be in the TV
commercial audience.
Advance Marketing
Research

12
Example
Ad seen in the class:
Duration
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13
Example
Number of times Brand Name was

mentioned
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14
Example
Product Use and Benefits
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Research

15
Example
Ad Opening and story
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Research

16
Example
Product demonstration
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Example
Presenter
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Research

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Factors of high DAR scoring commercials
8 Important Factors for memorable DAR commercial
1. Introduces the brand name in the ad s first ten seconds.

19

A high DAR scoring commercial:
2. Mentions the brand name at least four times during the commercial

20

3. Visualize the product use and benefits

21

4. Uses a direct voice instead of a voice-over in presenting the

product story

22

5. Opens the commercial on the product or the product story directly

instead of using unrelated, indirect or contrived lead-in

23

6. Ensures that the product story comes through in the video alone

24

7. Shows a product demonstration

25

8. Uses a memorable presenter

26
Example

27

This post test gathers DAR and UAI type of ad
effectiveness data via interviews with representatives
respondents of the ads target audience. The data
collection takes place three to six months after the ad
campaigns breakout date.

28

This post testing method goes by many different names :
Ad awareness and image study
Six months after ad feedback study
Ad image effectiveness study

29
The PAE Study Data

Practice formulated the PAE data collection to gather multiple ad
effectiveness measures. There are a lot of effectiveness
measures which includes the following:
1.
Brand awareness measure

30
The PAE Study Data

2.Advertising awareness measure

31
The PAE Study Data

3. Ad recall measure

32
The PAE Study Data

4. Brand recognition, copy ownership effectiveness

33
The PAE Study Data

5. Measure of advertising images

34
The PAE Study Data

6. Measure of brand images

35
The PAE Study Data

7. Brand trial usage measure

36
The PAE Study Data

8. Two alternative measures of brand share of market

37
The PAE Data Interpretations
Five of effectiveness measures are borrowed from the UAI study

questionnaire.
These are the brand ad awareness, brand images, brand trial usage, and
brand market share.
The ad recall measure is from the DAR.
Only the remaining two brand recognition or copy ownership, and ad

images are original to this post testing technique.

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The Burke And Edell Ad Post Testing Technique

THE BURKE EDELL MODEL OF HOW ADVERTISING WORKS
Exposure to the ad
Feelings
Judgment of ads
characteristics
Brand attitude
evaluations
Attitude toward the ad
Key:
indicates indirect effect

indicates direct effect
Attitude toward the brand

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The Burke Edell Ad Communication Model
1.
The ad communication process consists of the following hierarchy

of stimuli and effects:
Exposure to the ad is the stimulus that starts off the process
2.
The initial consumer responses are ad generated feelings.
3.
The ad generated feeling then lead to two effects: the

consumers attitude towards the ad, and their brand attribute
evaluations.
4.
Together attitude toward the ad and brand attributes evaluation

lead to the effect of attitude toward the brand.

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The Burke Edell Study Data

The ad post testing technique contain in the burke edell make use
of five sets of ad effectiveness measures and data. These are
measures and data of :
Ad generated feelings
Judgments of the ads characteristics
Attitude towards the ad
Brand attribute evaluations
Attitude toward the brand
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Research

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The Burke Edell Study Data Interpretation and

Implications For Ad Post Testing
Burke and Edell analyzed their data for inter- relationships.
The most significance inter-relationship came from a factor analysis

of the 56 feeling variables making up the ad generated feelings.
The factor analysis clustered the 56 feelings into three separate

groupings that Burke and Edell categorized as :
The upbeat feeling group
The warm feeling group
The negative feeling group

42
Ad Tracking Studies
Ad tracking study should measure all six steps of the advertising
effect sequence. The six steps are the following:
1.
Ad exposure
2.
Ad processing
3.
Ad communication
4.
Target audience action step
5.
Sales or market share attainment
6.
Profit realization step

43
Tracking Exposure And Processing Effects
Under the hierarchy of ad effects model, the media inputs are responsible
for the first two initial ad impacts. These are the base effects of ad
awareness and ad recall.
In the PAE post testing, we measured ad awareness and ad recall by these

survey questionnaire items:
Ad awareness items:
Q1 What brands of product category
have you seen, heard, or read in ads?
Q2 If not mentioned in Q1. what about

brand not mentioned?
Brand AA
Brand BB
Brand CC
Brand DD
Others:
Q1
Q2
FM OM Aided
1
1 1
2
2
2
3
3 3
4
4 4
Ad recall item:
Q3 will you tell me everything that you remember from the ad for brand not mentioned in
Q1?
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Tracking The Effects Of Communication Proper:

Market Mind
Market Mind Continuous Information Tracking has proven its ability

to identify what works and what does not works in advertising and to
provide net improvement within the first year of tracking.
In doing its work, market mind does not break down the ads
communication process into two steps (processing and
communication).
Naturally, it does not distinguish between processing effects and the

effects of communication proper.
It just present the entire communication process made up of a

definable beginning (ad awareness) ,a definable end (market share
attainment) and several effects in between.

45
Tracking Advertising Wearout

The predicted advertising behavior is known in the industry as
advertising wear out.
Wear out refers to ad effects which are as follows:
Ad awareness effect:
The percent of category users who have first mention ad
awareness, total unaided ad awareness and total ad awareness.
Ad recall effect:
The percent of category users who have related ad recalls.
Brand ad copy ownership effect:

The percent of category users who correctly associate the ads
major copy points with the brand.

46

Ad Post Testing Techniques

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Chapter 10

The Advertising Program

Advertising Post Testing

DAR (Day-After-Recall) Study

PAE (Post-Ad-Effectiveness) Study

Test Marketing Study

The Advertising Program and the

Recall of Commercial shown in Last class

The Advertising Program and the

DAR (Day-After-Recall) Study

This post testing technique gathers ad recall

The Advertising Program and the

The DAR Study Data

A DAR study report provides two sets of data.

An example of each data table is shown in table10-1 and table10-2.

The Advertising Program and the

Gave recalls related to the commercial:

gave specific recalls

gave general recalls

Gave recall unrelated to commercial

Didnt remember anything about commercial

Didnt notice commercial

Voluntary recall of brand name

The Advertising Program and the

Situation recalls: unduplicated

The Advertising Program and the

DAR Data Analysis And Interpretation

The first rule requires that there shall be no airing on TV or

The Advertising Program and the

DAR Data Analysis And Interpretation

The second rule says that the combine ratings of the TV

The intent is to give the survey a fair chance of completing

The Advertising Program and the

DAR Data Analysis And Interpretation

A third rule asks that the study checks on the match

The Advertising Program and the

DAR Data Analysis And Interpretation

A fourth rule requires the post tested TV commercial to

The Advertising Program and the

DAR Data Analysis And Interpretation

A final implementation rule concerns the screening of

The Advertising Program and the

The Advertising Program and the

Number of times Brand Name was

The Advertising Program and the

The Advertising Program and the

Ad Opening and story

The Advertising Program and the

The Advertising Program and the

The Advertising Program and the

Factors of high DAR scoring commercials

8 Important Factors for memorable DAR commercial

1. Introduces the brand name in the ad s first ten seconds.

The Advertising Program and the

Factors of high DAR scoring commercials

The Advertising Program and the

Factors of high DAR scoring commercials

3. Visualize the product use and benefits

The Advertising Program and the

Factors of high DAR scoring commercials

4. Uses a direct voice instead of a voice-over in presenting the

The Advertising Program and the