Transcript Effectiveness of advertisement

Advertisement research
L 10
Ing. Jiří Šnajdar
2013
10. Advertisement research
At decision about orientation of communication tools
in scope of marketing mix, at aiming on certain end
market, segment, appear different variants. One of
decisive questions at choice is expected
effectiveness of given announcement by certain
communication channel.
Effectiveness of advertisement
Under effectiveness of advertisement is understood
its influence on purchase behaviour of consumers :
• measurement of communication effects (fulfilment
of communication targets), i.e. what changes
causes the communication :
-
in subconscious,
in knowledge,
in attitudes, preferences,
in purchase intentions,
• measurement of sales effects (fulfilment of
purchases targets).
The basis of measurement of communication effects
is following of its influence on
all phases of purchase decision process (also for
after-purchase behaviour).
We differentiate : - effect of individual communication
elements,
- effect of whole campaign
including medial component.
Three main spheres of observation :
- effect of message, announcement (copy),
- effect of media, or “ bearer” of message
(research of media),
- following of costs on communication (own
effectiveness of communication).
Classification of processes measuring the effect
• Phase of communication process – knowledge,
keenness, preference, sale, …
purpose :
- development of concept
diagnostic research of
effect
- finishing of “copy”, message
diagnostic research of
effect
- optimisation of communication strategy, plan of
communication,
• Degree of processing used to research of effect :
- general form
- rough version
- end version.
• Frequency of exposition : one exposure – more
exposures.
• Surrounding : independently led advertisement –
in complex of others – in programme.
• Place : home – “theatre” – “laboratory” – shop - …
• Media : press – broadcasting media – outer
advertisement - …
• Geography : one city – few cities – whole state.
• Position in time :
- before ending of message = “pre tests”,
- after ending of final version = “post tests” (up to
position of market test).
• Base of comparison:
- norms, standards,
- control groups.
10.1 Trends in research of communication
effects
- Equipment tests – reminding
• Some methodical possibilities and nuances :
- tests without help (spontaneous equipment)
- tests with help (certain jumping-off point is stated for example is offered complex of advertising
spots or products categories),
- question, often by phone
- day-after recall tests : inquiring proceeds the next
day after publication of advertisement.
• Advantages :
- natural exposition,
- experiences (one of traditional way of measuring
of advertising effect),
- credibility.
• Disadvantages :
validity (assumption binding knowledge –
purchase)
- further it is assumed that learning can not be
without information already laid in memory
(from here follows importance of effect on
knowledge),
Some researches do not confirm this assumption.
-
• Usage :
rather for already finished spots, advertising (posttests),
rather broadcasting media,
descriptive research.
- Recognition tests
• Some methodical possibilities and nuances :
- structure of asking : first questions for
recognising, at the end questions for mark
association (at spots)
- printed media : Starch test (magazines) –
questioner with respondent go through a
magazine (personal interview) – three basic levels :
• cognitive (did they recognise ?) score,
• association (did they recalled the name of
advertiser ?) score,
• preponderance (rate of those, who read most of
the text) score.
To this come other specifics cognitive scores for
individual components of given advertisement (title,
text, logo, illustration, …)
• Advantages :
high reliability,
quickness, easiness.
• Disadvantages :
validity,
wrong answers.
• Usage :
- as tool from sphere of post-tests,
- for research of media,
- rather printed communication (in case of TV spots
is the base of interviewing the sequence of
following main moments),
- rather descriptive research,
- in practice often connected with research of
attitudes.
- Direct interviewing (on impressiveness of
announcement)
• Some methodical possibilities :
- use of groups interviews
- comparison of sequence (more than two
advertisement according to different
criterions),
- pair comparison,
- portfolio tests : tested advertisement placed
among others
- “wrong” magazines,
- tests of central projection.
• Advantages :
- give information for expansion of communication
influence.
• Disadvantages :
- respondents are not any more typical consumers
(spins a yarn, effort to delight the interviewer, halo
effect)
- influence of momentary disposition.
• Usage :
- rather as pre-tests,
- diagnostic research,
- press, broadcasting media.
- Tests of marketing media communication based
on measurements of attitudes
1. what attitudes take consumers against an
advertisement, spot,
2. if there are any changes in attitudes.
- Interception of attitudes
In practical situation is measurement of attitudes
connected with questions of equipment.
Some methodical possibilities :
1. jury test
2. sequence tests – frame by frame – possible to
connect with physiological measurement.
- Measurement of attitudes changes
We intercept situation before and after exposure (if
and how change preferences, purchase intention).
• Some methodical possibilities :
- theatre (hall) tests (respondents together in
auditorium, theatre, projection hall),
- on-air tests : in home ambience with connection - on telephone interviewing
- required tests : to advertisement is enclosed (or is
included in) certain offer. Variant obtaining
most reactions on it is the most successful.
- Tracking studies : long-term following of
consumers panel and changes of purchase
intentions before and after exposition. Also is
followed rate of knowledge about campaign,
mark, mark image.
• Advantages :
- higher validity than in previous groups of tests.
• Disadvantages :
- interpretation,
- at some tests contrived ambience, at some
instability of exposition.
- Physiological testing
•
-
Some methodical possibilities :
pupils-meters (measures enlargement of pupils),
eyes cameras (what is the look concentrating on),
frequency of winking,
galvanometer (electrical resistance is changing
according to tension in organism),
- height of voice,
- measurement of electrical activity in brain with
ECG (electroencephalogram) and
measurement of magnetic resonance of brain
(marketing recommendations =
neuromarketing),
- heart pulsation,
- breath frequency,
- combination of some above stated in form of lie
detector,
- face expression, movements of muscles,
- saliva secretion,
- ….
• Advantages :
- objectivity (are not controlled by will),
- quickness,
- continuously (we can follow reaction during whole
advertising exposition).
• Disadvantages :
-
covering (limited number of followed people),
unnatural conditions,
validity (binding on purchase) of interpretation,
influence of micro-surrounding,
demandingness on technique equipment.
Usage :
- rather diagnostic research.
10.2. Research of sales effect
Effectiveness of advertisement we evaluate
according to binding on sale movement :
- controlled experiments,
- statistic analysis of sale and advertising data.
- Controlled experiments
- Simulate tests of market
- Purchases stimulated with help of coupons
Each participant has to disposal collection of
coupons. Used coupons testify about effectiveness
of advertisement.
- Field experiment
Usage of test marketing for requirements of
effectiveness measurement of communication.
Conditions of exposure, decision and purchasing are
natural.
• Possible methodical processes :
- simple field experiment : choice of test markets,
exposure of displayed group to
advertisement and measuring of results,
- separated cable tests use :
- panels in more cities,
- cards in shops,
- reading equipment or journals,
- as x : spots alternatives, spot sets, media
alternatives, level of costs, structure of costs,
different time and program categorisation.
Variants :
- artificial exposition – purchases in nature
ambience (here are not kept above stated
natural conditions),
- natural exposition (use of cable TV or
ERIM systems – transmission towers)
From here leads direct way to “dream” of all
researchers, investigating effect of Advertisement, to
so called data of one source, when is possible to
determinate unequivocally, what buys a person, who
is exposed to certain communication leverage at
relative considerable keeping of nature conditions.
• Advantages :
- validity
• Disadvantages :
- time,
- expenses connected directly or
indirectly with given action,
- influence of other inner and outer factors (example
: necessity to repress advertising leverage in
some areas and negative reactions of
distributors),
- market changeability,
- disclosure of orientation by rivals,
- harmonisation of ES and KS structure
- Analysis of sales and advertising data
- Frame by frame and time analysis.
- Regressive analysis : sale as function of variables,
among them are also expenses on
advertisement, pertinently other variables
from communication sphere.
• Problems :
- relatively small variation of size of advertisement
expenses.
- influence of others marketing variables,
- when expenses on advertisements are stated by
percentage of sales.
- Relation of expenses on advertisement and
possible effects from the sphere of
communication targets.
- Relation of sale and communication effects.
- Statement of own effectiveness of advertisement in
classical meaning of comparison of
inputs and outputs :
- Effectiveness towards other kinds of outputs :
-
attendance in binding to communication leverage,
targets of different organisations of charitable
character in binding to successfulness of their
communication approaches,
- ecological and other activities and their ability to
utilise communication tools.
10.3 Medial researches
Effectiveness of spots, advertising etc.
depends on method of spreading, handing on
consumers.
Used basic characteristics are known from media
planning :
,
• reach : number or % of potential possible
exposures,
• rating : number or % watching program from
relevant persons (TV owners), frequency at press,
• share : % watching program of those who have
receiver switched on,
• frequency : frequency of watching
• GRP (gross rating points) : = reach x frequency (1
GPR = 1 exposition 1 % of households).
- Press media
primarily we assess :
- number of copies (circulation, printing, returned
goods) ,
- last reading (when they last read, leafed through –
problems are with seasonality, prestige, forgetting),
-
frequency,
structure of readers,
readers habits,
other habits and consumable patterns.
- Electronic media (transmitting)
We try to catch similar characteristics as at press
media :
- size of audience,
- contemplation,
- popularity,
- frame characteristics of viewers, listeners.
At TV contemplation the research uses panels.
Traditional form of entries are journals. In CZ is using
people-meter. Some people- meter projects also
enable to catch popularity of programme.
For radio broadcasting are more used repeated
examinations. In the last time are used audiometers, or radio-meters (analogy with peoplemeters).
As for internet, to possible use of above stated levels
modified for internet come up specific rates as Page
Request, Page Views, Click-Rate, Click-ThroughRate, Click-Through, Visits, (Unique Ips, Unique
Hosts), ATS - average time spent per visitor etc.
- Outer advertisement methods
The main characteristic of outer advertisement is
contemplation, placement, remembering etc.
Placement of billboards.
Themes to think over
1. At Starch tests is stated as disadvantage, that
respondents can recognise advertising they have
in fact never seen. How would you – from
practical view of marketer – evaluate this
situation ?
2. How influence halo effect at measuring of
advertisement efficiency ?
3. Do you know from what elements of measuring of
physiological exposures is composed lie detector
?
4. Try to guess which one from both hemispheres of
our brain goes in for feeling ?
5. What other expressions would you recommend for
following of “image” of advertisement spot ?
6. What disadvantages can have recorded studies
and required tests ?
7. Why setting of budget on advertisement as
percentage from sales leads to problems with
use of regress analysis at measuring of
advertising effect from view of sale targets ?