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    Evaluation of Advertising and Its Effectiveness

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    Lekha Dave
    The document discusses various methods for evaluating the effectiveness of advertising. It outlines pre-testing and post-testing techniques. Pre-testing occurs before an ad runs and includes concept testing, copy testing, and psychological tests to measure audience engagement. Post-testing happens after an ad runs and uses recall tests, recognition tests, and inquiry tests to determine if the ad was remembered and influenced consumer behavior. Evaluating ads allows advertisers to measure if their objectives were achieved and helps optimize future advertising campaigns.

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    Evaluation of Advertising and Its Effectiveness

    Uploaded by

    Lekha Dave
    281 views24 pages
    The document discusses various methods for evaluating the effectiveness of advertising. It outlines pre-testing and post-testing techniques. Pre-testing occurs before an ad runs and includes concept testing, copy testing, and psychological tests to measure audience engagement. Post-testing happens after an ad runs and uses recall tests, recognition tests, and inquiry tests to determine if the ad was remembered and influenced consumer behavior. Evaluating ads allows advertisers to measure if their objectives were achieved and helps optimize future advertising campaigns.

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    The document discusses various methods for evaluating the effectiveness of advertising. It outlines pre-testing and post-testing techniques. Pre-testing occurs before an ad runs and includes concept testing, copy testing, and psychological tests to measure audience engagement. Post-testing happens after an ad runs and uses recall tests, recognition tests, and inquiry tests to determine if the ad was remembered and influenced consumer behavior. Evaluating ads allows advertisers to measure if their objectives were achieved and helps optimize future advertising campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    281 views24 pages

    Evaluation of Advertising and Its Effectiveness

    Uploaded by

    Lekha Dave
    The document discusses various methods for evaluating the effectiveness of advertising. It outlines pre-testing and post-testing techniques. Pre-testing occurs before an ad runs and includes concept testing, copy testing, and psychological tests to measure audience engagement. Post-testing happens after an ad runs and uses recall tests, recognition tests, and inquiry tests to determine if the ad was remembered and influenced consumer behavior. Evaluating ads allows advertisers to measure if their objectives were achieved and helps optimize future advertising campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    Evaluation of advertising and its effectiveness

    The Five Ms of Advertising


    Mission Money Message Media Measurement

    Advertising Objectives

    Evaluation of advertisement
    Evaluating the advertisement means how effective advertisement performs. Here performance may be whatever we expect from an advertisement like will it increase the sales or not, will it grab the attention of consumer, will it create an awareness, will it create a brand loyalty, awareness or whatever is our goal.

    Reasons of testing/evaluating the advertisement


    Because of the large sums of money invested in advertising today and the highly competitive nature of todays market, advertiser, media owners and advertising agencies are vitally interesting in determining the effectiveness of advertising

    Measuring effectiveness of advertising


    Advertising effectiveness can be tested before the advertisement run (called pre-testing) and after the advertisement run (called as posttesting).

    Measuring Advertising effectiveness

    Pretesting

    Post testing

    Concept testing

    Theme testing

    Copy testing

    Recall test by Gallup Robinson

    Recognition test or stretch test by Daniel Starch

    Inquiry test

    Concept testing

    Quantitative interviews

    Free association test

    Statement comparison test

    Rank order method

    Paired comparison test

    Copy testin g
    Consu mer jury test
    Order of merit Direct mail test Psychol ogical Scoring Mechanical or laboratory test

    Portfoli o test

    Period compariso n

    Eye camera or Oculometer

    Psychogalva no meter (GSR)

    Perceptoscope or pupilometer

    Tachistoscope

    Electro Encephalo raphic measures

    Pretesting
    Pretesting is used more commonly than post testing because it is much more important to measure advertising effectiveness before an advertisement has been run than afterward.

    Pretesting may be done at a number of points, Right from idea generation till its implementation. Pre-test should be used as a guide. In pretesting of advertisement respondents are asked a number of questions in different settings.

    Types of pretesting
    Portfolio test:
    It consists of 2 groups of respondents one is exposed to a portfolio of test Ads interspersed among other Ads. The other group sees the portfolio with out the test Ads.

    Direct mail test:


    Two or more Ads are mailed to different potential customers to see which Ad attracts more orders.

    Psychological tests:
    Pupil Dilation Test Galvanic Test Voice Variations

    Pupil Dilation Test


    In this we observe the pupil of the eye. It can widen when it sees something interesting andshrinks if the advertisement depicts violence or unpleasant things. It measures the dilation.The instrument is known as the pupilometer.The eyes of the respondents are watched to study the interest. If the pupil expands andthe respondent open his eyes widely, it shows his interest in the product. If the pupil contractsand the respondent tends to contract the eyes then he is disinterested in the scene shown.

    Voice Variations The pitch of the voice changes with emotional responses.

    Post testing

    After the advertisement has run for a considerable period of time, it is tested to measure its effectiveness.These tests are: recall test, recognition test, attitude test sales test and enquiry test.

    Types of post testing


    Recall Test
    In this test, the respondents are asked to recall the ads they have seen and the brand is concealed and asked whether they had seen the ad through reading, listening or viewing (Aided recall).In unaided recall, no prompting is done and they are asked whether they had read, seen or heard the message. Respondents are lured by some inducements to answer the enquiries. It measures the effect of Media as well as individual advertising. Only factor of the advertisements examined at a time.

    Recognition Test
    This is conducted to see whether the Ad is recognised or not. This test can be conducted by mail surveys. The Ad can be broken into headlines, layouts, body, copy logo etc. and it is seen how these elements are remembered by the respondents. The recognition test can be con-ducted in a number of ways. The magazines are placed in the home of the respondents and they are requested to read that magazine on that day. Next day they are asked questions about the ad appearing in that magazines to assess the recall of ads.

    Inquiry test
    It refers to the effectiveness of ad in Print Media. In this the consumers respond by asking for more information. Inquiries may be by phone calls, coupons returned or asking for free samples. The researcher tests the attention getting value, readability and comprehension.

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