Transcript Ch 11
Chapter Eleven Assessing Ad Message Effectiveness Chapter Eleven Objectives • Explain the rationale and importance of message research • Describe the various research techniques used to measure consumer’s recognition and recall of advertising messages • Describe the measures of physiological arousal to advertisements Chapter Eleven Objectives • Explain the meaning and operation of single-source measures of advertising effectiveness • Explain the role of persuasion measurement, including pre-post testing of consumer preference Message Research Methods Major forms of pre-finished commercials Animatics Storyboards Photomatics Liveamatics Ripamatics Advertising Research Message Research • To test effectiveness of messages • Pretesting ads during developmental stages • Posttesting to to determine if messages achieve their established objectives Ideal Measure of Advertising Research • Provide an early warning signal • Evaluates in terms of sales volume generated by advertising • Satisfy reliability & validity • Permit quick & inexpensive measurement Industry Standards for Message Research PACT Principles Principle 1: provide measurements that are relevant to the advertising objectives Principle 2: requires agreement about how the results will be used in advance of each specific test Principle 3: provides multiple measurements because single measurements are generally inadequate Industry Standards for Message Research PACT Principles Principle 4: based on a model of human response to communications Reception of a stimulus Comprehension of the stimulus The response of the stimulus Principle 5: allows for consideration of whether the advertising stimulus should be exposed more than once Industry Standards for Message Research PACT Principles Principle 6: recognizes that a more finished piece of copy can be evaluated more soundly Alternative executions be tested in the same degree of finish Principle 7: system provides controls to avoid the bias normally found in the exposure context Industry Standards for Message Research PACT Principles Principle 8: takes into account basic considerations of sample definition Requires that the sample be representative of the target audience Principle 9: can demonstrate reliability and validity A reliable test is one that yields consistent results A valid test is one that is predictive of the marketplace performance Advertising Research Methods Message Research Methods Recognition & Recall Physiological Arousal Persuasion Sales Response Message Research Methods • Starch readership service (magazines) • Bruzzone tests (TV) • Burke day-after recall (TV) Recognition & Recall Physiological Arousal Persuasion Sales Response Starch Readership Service Measures the primary objective of a magazine ad— to be seen and read Examines reader awareness of ads in consumer magazines and business publications Readers are classified Starch Readership Service Classifications Noted—remember having previously seen the ad in the issue being studied Associated—noted the ad and saw or read some part of it that clearly indicated the name of the brand or advertiser Starch Readership Service Classifications Read Some—read any part of the ad’s copy Read Most—read half or more of the written material in the ad Starch Readership Service Indices are developed ADNORM index: compares an advertisement’s scores against other ads in the same product category as well as the same size (e.g., full page) and color classifications (e.g., four-color ads) Measures of Recognition & Recall Comparisons between scores for the same ad placed in different magazines or comparative scores among different ads placed in the same magazine issue This ad scored 55% better than the average noted score for all half-page or larger ads in this issue Measures of Recognition & Recall Starch-rated advertisement for the Toyota Sienna Measures of Recognition & Recall Starch readership service Measures of Recognition & Recall Bruzzone test provides advertisers with a test of consumer recognition of television commercials Measures of Recognition & Recall Bruzzone test Advertising Response Model (ARM) links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad and the advertised brand and to purchase interest. Measures of Recognition & Recall Bruzzone test Provides valid prediction of actual marketplace performance along with being relatively inexpensive Doesn’t provide a before-the-fact indication Tests offer important info for evaluating a commercial’s effectiveness and whether it should continue to run With the Internet’s growth tests are now performed online Measures of Recognition & Recall Online Ad Tracking Using the Bruzzone Method Measures of Recognition & Recall Measures of Recognition & Recall Bruzzone test Measures of Recognition & Recall Burke Day-After Recall Testing • Used to assess the effectiveness of test commercials and to ID strengths and weaknesses • (1) Claimed-recall scores—indicate the percentage of respondents who recall seeing the ad • (2) Related-recall scores—indicate the percentage of respondents who accurately describe specific advertising elements Measures of Recognition & Recall Burke Day-After Recall Testing • Coke execs reject recall as a valid measure • 1) Recall simply measures whether an ad is received but not whether the message is accepted • 2) Recall are biased in favor of younger consumers Measures of Recognition & Recall Burke Day-After Recall Testing • 3) Recall scores generated by ads are not predictive of sales performance • 4) Day-after recall testing is biased against certain types of advertising content Understate the memorability of commercials that employ emotional or feeling-oriented themes and are biased in favor of rational or thought-oriented commercials Message Research Methods Recognition & Recall • Psychogalvanometer • Pupilometer Physiological Arousal Persuasion Sales Response Measures of Recognition & Recall Measures of Physiological Arousal • Ads that are better liked are more likely to be remembered and to persuade • Efforts are now made to measure consumer’s affective and emotional reactions to ads Measures of Recognition & Recall Measures of Physiological Arousal • Galvanometer—which measures minute levels of perspiration in response to emotional arousal • Pupillometric tests—which measure pupil dilation • Advertising researchers use changes in physiological functions to indicate the actual, unbiased amount of arousal resulting from ads Measures of Physiological Arousal Illustration of potential role for physiological measurement Message Research Methods • Ipsos-ASI Next*TV method • Rsc’s ARS Persuasion method Recognition & Recall Physiological Arousal Persuasion Sales Response Measures of Persuasion • Used when an advertiser’s objective is to influence consumers’ attitudes toward and preference for the advertised brand. Measures of Persuasion Ipsos-ASI Next*TV Method • Performs ad research in more than 50 countries • Tests television commercials in consumers’ homes • Tell consumers to evaluate a TV program, but actually evaluating the commercials within the program Measures of Persuasion Ipsos-ASI Next*TV Method • One day after viewing—personal contact with sampled consumers and measure their reactions to the TV program and the advertisements • Measures message recall and persuasion Measures of Persuasion Ipsos-ASI Next*TV Method • Persuasion measured by: Consumers’ attitudes toward advertised brands Shift in brand preferences Brand-related purchase intent and frequency Measures of Persuasion Ipsos-ASI Next*TV Method 1) Tests in a natural environment 2) Assess the ability of TV commercials to break through the clutter 3) Determine how well tested commercials are remembered after this delay period 4) Allows the use of a representative national sampling Measures of Persuasion The ARS Persuasion Method--rsc 1) Respondents indicate what brands they prefer to receive among a “basket” of options—the pre measure 2) After exposure to a television program respondents again indicate what brands they would prefer to receive if their name were selected in a drawing—the post measure Measures of Persuasion The ARS Persuasion Method--rsc The ARS Persuasion score simply represents the post-measure percentage of respondents preferring the target brand minus the premeasure percentage who prefer that brand A positive score indicates a shifted preference toward the target brand A higher-scoring commercial generates greater sales volume and larger market share gains Measures of Persuasion The ARS Persuasion Method--rsc ARS Persuasion scores are valid predictors of inmarket performance The higher the score, the greater the likelihood that a tested commercial will produce positive sales gains when the focal brand is advertised under real-world, in-market conditions Conclusions by rsc • Ad copy must be distinctive • Ad weight without persuasiveness is insufficient • The selling power of advertising wear out over time Message Research Methods Recognition & Recall • IRI’s BehaviorScan • Nielsen’s SCANTRACK Physiological Arousal Persuasion Sales Response Measures of Sales Response Single-Source Systems Gather purchase data from panels of households using: (1) electronic television meters (2) optical laser scanning of universal product codes (UPC) at retail checkout (3) split-cable technology Measures of Sales Response IRI’s BehaviorScan IRI knows what items each household purchases by linking up optically scanned purchases with ID numbers Members provide IRI with detailed demographic information Measures of Sales Response IRI’s BehaviorScan Single source data consists of: (1) household demographic info (2) household purchase behavior (3) household exposure to new television commercials that are tested under real world test conditions Measures of Sales Response IRI’s BehaviorScan Uses split-cable and optically scanned purchase data to know exactly which commercial each household had the opportunity to see and how much of a brand is purchased Measures of Sales Response IRI’s BehaviorScan Two types of tests are offered: (1) weight tests and (2) copy tests 1) Weight tests—panel households are divided into test and control groups 2) Copy tests—holds the amount of weight constant but varies commercial content Measures of Sales Response Nielsen’s SCANTRACK SCANTRACK differs from BehaviorScan SCANTRACK collects purchase data by having panel households use handheld scanners Panelists record purchases of every barcoded product purchased regardless of the store where purchased Measures of Sales Response Nielsen’s SCANTRACK Use handheld scanners to enter: Any coupons used Record all store deals Record in-store features that influenced their purchasing decisions