chapter 10, advance marketing research v2.1

Chapter 10The Advertising Program And the Ad-post testing & Tracking study

The Advertising Program and the Ad-post Testing & tracking Study*Advertising Post TestingThere are three traditional ad post testing techniques. Focused on the TV commercial component of the advertising program, these techniques are:

DAR (Day-After-Recall) Study

PAE (Post-Ad-Effectiveness) Study

Test Marketing Study

The Advertising Program and the Ad-post Testing & tracking Study

Recall of Commercial shown in Last classWhat was shown in this ad?ContentSituationVerbatimThe Advertising Program and the Ad-post Testing & tracking Study*


The Advertising Program and the Ad-post Testing & tracking Study*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.


Advance Marketing ResearchThe Advertising Program and the Ad-post Testing & tracking Study*The DAR Study DataA 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 ResearchThe Advertising Program and the Ad-post Testing & tracking Study*Table 10-1Summary of recall of the TV commercial (example of first data table)

TotalBase: Total in the commercial audience

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 120

22

15

7

25

21 32 15


Advance Marketing ResearchThe Advertising Program and the Ad-post Testing & tracking Study*Table 10-2Summary of recall of the TV commercial (example of second data table)

TotalBase: Total in the commercial audience

Copy recalls: unduplicated The real economy car The winner of rallies Rallis wining performance Its not miracle, its Toyota 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 120

181173215 72242


Advance Marketing ResearchThe Advertising Program and the Ad-post Testing & tracking Study*DAR Data Analysis And InterpretationIn 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 ResearchThe Advertising Program and the Ad-post Testing & tracking Study*DAR Data Analysis And InterpretationThe 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 ResearchThe Advertising Program and the Ad-post Testing & tracking Study*A third rule asks that the study checks on the match between the target ad audience and the program vehicle audience.

DAR Data Analysis And Interpretation


Advance Marketing ResearchThe Advertising Program and the Ad-post Testing & tracking Study*

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.




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.



ExampleAd seen in the class:Duration



ExampleAd seen in the class:

Number of times Brand Name was mentioned




Product Use and Benefits




Ad Opening and story




Product demonstration




Presenter



The Advertising Program and the Ad-post Testing & tracking Study*Factors of high DAR scoring commercials8 Important Factors for memorable DAR commercial

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


The Advertising Program and the Ad-post Testing & tracking Study*Factors of high DAR scoring commercialsA high DAR scoring commercial:

2. Mentions the brand name at least four times during the commercial



3. Visualize the product use and benefits



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



5. Opens the commercial on the product or the product story directly instead of using unrelated, indirect or contrived lead-in



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



7. Shows a product demonstration



8. Uses a memorable presenter


ExampleThe Advertising Program and the Ad-post Testing & tracking Study*


The Advertising Program and the Ad-post Testing & tracking Study*PAE (Post-Ad-Effectiveness) StudyThis 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.


The Advertising Program and the Ad-post Testing & tracking Study*PAE (Post-Ad-Effectiveness) StudyThis post testing method goes by many different names :

Ad awareness and image study

Six months after ad feedback study

Ad image effectiveness study


The Advertising Program and the Ad-post Testing & tracking Study*The PAE Study DataPractice formulated the PAE data collection to gather multiple ad effectiveness measures. There are a lot of effectiveness measures which includes the following:

Brand awareness measure



2.Advertising awareness measure



3. Ad recall measure



4. Brand recognition, copy ownership effectiveness



5. Measure of advertising images



6. Measure of brand images



7. Brand trial usage measure



8. Two alternative measures of brand share of market


The Advertising Program and the Ad-post Testing & tracking Study*The PAE Data InterpretationsFive 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.


The Advertising Program and the Ad-post Testing & tracking Study*The Burke And Edell Ad Post Testing TechniqueTHE BURKE EDELL MODEL OF HOW ADVERTISING WORKS

Key: indicates indirect effect indicates direct effect

FeelingsExposure to the adBrand attitudeevaluationsJudgment of ads characteristicsAttitude toward the adAttitude toward the brand


The Advertising Program and the Ad-post Testing & tracking Study*The Burke Edell Ad Communication ModelThe ad communication process consists of the following hierarchy of stimuli and effects:Exposure to the ad is the stimulus that starts off the process

The initial consumer responses are ad generated feelings.

The ad generated feeling then lead to two effects: the consumers attitude towards the ad, and their brand attribute evaluations.

Together attitude toward the ad and brand attributes evaluation lead to the effect of attitude toward the brand.


Advance Marketing ResearchThe Advertising Program and the Ad-post Testing & tracking Study*The Burke Edell Study DataThe 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


The Advertising Program and the Ad-post Testing & tracking Study*The Burke Edell Study Data Interpretation and Implications For Ad Post TestingBurke 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 groupThe warm feeling groupThe negative feeling group


The Advertising Program and the Ad-post Testing & tracking Study*Ad Tracking StudiesAd tracking study should measure all six steps of the advertising effect sequence. The six steps are the following:

Ad exposure

Ad processing

Ad communication

Target audience action step

Sales or market share attainment

Profit realization step


The Advertising Program and the Ad-post Testing & tracking Study*Tracking Exposure And Processing EffectsUnder 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:Q1Q2Q1 What brands of product categoryFM OM Aided have you seen, heard, or read in ads?Brand AA1 11Brand BB 2 22Brand CC3 33Q2 If not mentioned in Q1. what aboutBrand DD4 44 brand not mentioned? Others:

Ad recall item:

Q3 will you tell me everything that you remember from the ad for brand not mentioned in Q1?


The Advertising Program and the Ad-post Testing & tracking Study*Tracking The Effects Of Communication Proper: Market MindMarket 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.


The Advertising Program and the Ad-post Testing & tracking Study*Tracking Advertising WearoutThe 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.


chapter 10, advance marketing research v2.1

Documents

advertising post testingthere

ad execution

ad recall effectiveness

print advertising

data table totalbase

data set

sense of dar data

dar data analysis