Measuring Advertising Effectiveness

Topics: Advertising, Marketing research, Graphic design Pages: 6 (1665 words) Published: May 12, 2015
ADVERTISING AND SALES PROMOTION
DR. AMIT KUNDU

EVALUATION OF PROMOTIONAL EFFECTIVENESS
15.1 Objectives of Measuring Advertising Effectiveness
 Measurable objectives enable companies to quantify the effectiveness of MC efforts.
Measuring and evaluating MC programs is done to see whether objectives have been met and MC Programs have been effective (measuring the results).
 Accountability is a big issue in marketing communication.  Evaluation and measurement provide feedback.
 Measuring MC efforts is to determine the gap between MC expectations and reality.
Gap Analysis is an analysis of the difference between what customers expect from a brand (from a brand message) and what they actually experience.
 Measurement is performed to reduce risk.
 It provides the direction to improve the MC effort.
 It determines the extent to which the marketing communication met objectives [qualitative].
 It also determines to what extent the communication proved to be a good investment of the company’s money [quantitative]
15.2 Parameters that has to be measured
Step 1: Determine which to measure
1. Awareness
2. Knowledge
3. Persuasion
4. Trial and repeat
5. Growth
Step 2: Establish benchmarks for the measure(s) - The beginning point, or where things stood right before the MC effort began
15.3 Purpose of Advertising Research
 Advertising strategy research is used to determine the product positioning, to assist in the selection of the target markets, advertising messages, or media vehicles.

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ADVERTISING AND SALES PROMOTION
DR. AMIT KUNDU

 Creative concept research is used to assess the extent of target audience’s acceptance of different creative ideas at the concept development stage.
 Pre-testing of ads is done to diagnose any possible communication problems before beginning an ad campaign.
 Post-testing of ads helps advertisers to evaluate the campaign results. 15.4 Evaluation Timing
1. Market research into customer perceptions whether the brand’s position needs reinforcing, changing or repositioning.
2. Concept testing Measures the effectiveness of the rough ideas that become brand and campaign themes.
3. Concurrent testing - Testing that tracks the performance of messages as they are run.
4. Evaluative testing - Measures the performance of the brand messages against their objectives at the conclusion of the program
15.5 MESSAGE TESTING
Objective: Determine if the message is persuasive
Step I : Testing concepts and creative strategies
Step II : Copytesting to predict effects
Step III : Testing to measure persuasion
15.5.1 Testing concepts
Concept testing is the first step in developing a campaign. It is used to determine the most compelling message concept, creative theme, or primary selling proposition for a brand—prior to the development of any final MC message materials like commercials, print ads, or a website.

1. Intercept surveys
A survey in which people in a mall or at an event are interviewed based on a short questionnaire.
Intercept surveys are scientifically reliable studies but rather offer a way to get a quick response for diagnostic purposes.
2. Focus groups
An evaluation technique in which 8 to 12 members of a brand’s target audience, led by a moderator, discuss some aspect of a brand, product category, or message strategy.

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ADVERTISING AND SALES PROMOTION
DR. AMIT KUNDU

The main benefit of focus group research is diagnostic. The idea is to learn more about a category, competitive brands, and message strategies from the user’s perspective and to ―diagnose‖ any problems.

15.5.2 Copy testing
Copy testing can be used either while the brand message is in development or after it appears.
All brand messages, should, to some extent, do two things – communication and persuade.
Communication happens when the receiver of a message arrives at the meaning intended by the sender who encoded the message.
Persuasion takes place when recipients of a message...
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