EVALUATION OF ADVERTISING EFFECTIVENESS

MADE BY :

SALONI NANDA BBA 4519/09 RISHABH CHAUHAN BBA 4547/09

1. Avoiding costly mistakes

Understanding how well money is being spent Opportunity loss due to poor communications Measuring the effectiveness of poor communications

COKE VANILLA BRAND AMBASSDOR : VIVEK OBEROI

2. Evaluating alternative strategies Which strategy is most effective

3. Increasing the efficiency of advertising in general Problem with losing sight of the message and expecting the audience to understand

AISHWARYA RAI HAS BEEN REPLACED BY FREIDA PITNO IN L0REAL ADS

NAUKRI.COM WHISTLE AD (VIDEO)

1. Cost Timing Proper spending to gain increased exposure on the right message

2. Research problems Isolating the effects of promotional elements

3. Disagreement on what to test

Different objectives for stages in PLC, industry and

different people in the firm

4. The objections of creative department The more creative an ad, the more successful Testing impairs creativity

1.

What to test When to test Where to test

2.

3.

1. Creative decisions
The creative theme/idea can be tested
To see the reaction and different message appeals of the

target audience Reinforcing the brand position in the targets mind Using a variety of creative tools

2. Media decisions
Using research to determine the most effective media

vehicle Vehicle option source effect People perceive ads differently depending on their context Evaluating Flighting v. Pulsing or continuous scheduling

3.Budgeting decisions
Examining the effect of budget size on advertising Sales are not an indicator of effectiveness because they

ignore the other elements of the marketing mix

1. Pre-test:
Taken before the campaign is implemented Can occur at any time from idea generation to final

implementation Feedback is relatively inexpensive with pretesting Potential that message may not be communicated as effectively as the final product

2. Post-test: Designed to : Determine if the campaign is accomplishing its predetermined objectives

Serve as input into the next periods situational analysis

1.Laboratory tests Advantage is control by the researcher Disadvantage is the lack of realism, testing bias
2.Field tests Tests of the ad or commercial under natural viewing circumstances

1.

Concept generation and testing

2.

Rough art, copy, and commercial testing Pretesting of finished ads

Market testing of ads

3.

4.

1.Concept testing
Conducted early in campaign development To explore the targeted consumers response to a potential

ad or campaign i.e. Focus groups and mall intercepts

1.Comprehension and reaction tests Conveying meaning intended by assessing responses 2.Consumer juries Uses consumers to evaluate the probable success of an ad Self-appointed expert Limited evaluation of the number of ads Halo effect Specific ad preferences overshadowing objectivity

1.

2.
3. 4. 5. 6.

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

Inquiry tests measure ad effectiveness on the basis of inquiries generated 2. Recall Tests 3. Recognition Tests:
1.
Noted: % of readers of an issue who remembered seeing the ad in the issue Associated: % of readers who 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

1.

Pilot Testing - pursuing message evaluation with experimentation in the marketplace

Split-Cable Transmission Split-Run Distribution Split-List Experiment

2. Post Test Message Tracking

Recall Testing Recognition Testing Awareness and Attitude Tracking Behavior-Based Evaluation Inquiry/Direct Response Measures Tracking Measures

3. Commercial Services

1. 2. 3.

4.
5.

6.

Online ad awareness ad recall Unaided or aided brand awareness Brand favorability Message association Purchase Intent Users complete a survey (Experimental Design)

1.

Brand Awareness
Logo should be prominent in ad and animation Be careful of annoyance factor K.I.S.S. (Keep it Simple, Stupid) Give your audience something worthwhile

2. Message Association

3. Interactivity

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