assessing ad message effectiveness
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Assessing Ad Message Effectiveness. 11. Advertising Research. Message Research. Media Research. 2. Advertising Research. Message Research. Media Research. 3. Ideal Measure of Advertising Research. Provide an early warning signal - PowerPoint PPT PresentationTRANSCRIPT
Assessing Ad Message Effectiveness
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Advertising ResearchAdvertising Research
•
Message Research
Media Research
2
Advertising ResearchAdvertising Research
•
Message Research
Media Research
3
Ideal Measure ofIdeal Measure of Advertising Research Advertising Research
• Provide an early warning signal• Evaluates in terms of sales volume
generated by advertising• Satisfy reliability & validity• Permit quick & inexpensive measurement
4
Message Research MethodsMessage Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
MessageResearchMethods
5
Message Research Methods Message Research Methods
Recognition & Recall
• Starch readership service (magazines)
• Burke day-after recall (TV)
• Bruzzone tests (TV)
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Measures of Recognition & RecallMeasures of Recognition & Recall
Starchreadership
service
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Message Research Methods Message Research Methods
Recognition & Recall
• Starch readership service (magazines)
8
Message Research Methods Message Research Methods
Recognition & Recall• Burke Day-After
Recall (TV): DAR
When should recall be used? What are the problems? 9
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPM
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When does Memory Matter?When does Memory Matter?
When information in memory is used as basis for evaluation (memory-based judgments)
When information in memory is useful for distinguishing brand from competition
When information in memory is not available in retail/decision context
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Message Research Methods Message Research Methods
Recognition & Recall• Online Processing
Attitude formed during ad exposure
• Memory-Based ProcessingAttitude formed after exposure 12
Measures of Recognition & RecallMeasures of Recognition & Recall
Bruzzone-tested
commercialfor American
Express13
Measures of Recognition & RecallMeasures of Recognition & Recall
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Message Research MethodsMessage Research Methods
Physiological Arousal
• Galvanometer (GSR)
• Pupillometer
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Message Research MethodsMessage Research Methods
Persuasion
• ASI theater testing• ARS Persuasion
method by “rsc The Quality Measurement System” (rsc for short)
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Conclusions by rscConclusions by rsc
• Ad copy: • Ad weight:
• Selling power:
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Message Research MethodsMessage Research Methods
Sales Response
• IRI’s BehaviorScan• Nielsen’s SCANTRACK
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Measures of Sales ResponseMeasures of Sales Response
Single-Source Systems
Gather purchase data from panels ofhouseholds using optical scanning
equipment and merge it with householddemographic characteristics and withinformation about casual marketing
variables that influence household purchases20