Measuring Advertising Message Effectiveness.ppt

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1、 2010 South-Western,a part of Cengage LearningAll rights reserved.,Measuring Advertising Message Effectiveness,CHAPTER 10,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Explain the rationale and importance of message research.Describe the various research techniques used to measure

2、 consumers recognition and recall of advertising messages.Illustrate measures of emotional reactions to advertisements.Explicate the role of persuasion measurement,including pre-and post-testing of consumer preference.,Chapter ObjectivesAfter reading this chapter you should be able to:,2010 South-We

3、stern,a part of Cengage Learning.All rights reserved.,102,Explain the meaning and operation of single-source measures of advertising effectiveness.Examine some key conclusions regarding television advertising effectiveness.,Chapter Objectives(contd)After reading this chapter you should be able to:,2

4、010 South-Western,a part of Cengage Learning.All rights reserved.,103,2010 South-Western,a part of Cengage Learning.All rights reserved.,104,Introduction to Advertising Research,Measuring Message EffectivenessEnables management to increase advertisings contribution toward achieving marketing goals a

5、nd yielding a reasonable return on investmentWhat Does Advertising Research Involve?Measures of media effectivenessMeasures of message effectiveness(later chapters),2010 South-Western,a part of Cengage Learning.All rights reserved.,105,Introduction to Advertising Research,Stages of Advertising Resea

6、rchCopy development stage(pretesting)“Rough”stageFinal production stageAfter media run(posttesting),2010 South-Western,a part of Cengage Learning.All rights reserved.,106,Industry Standards for Message Research,2010 South-Western,a part of Cengage Learning.All rights reserved.,107,Industry Standards

7、 for Message Research,2010 South-Western,a part of Cengage Learning.All rights reserved.,108,What Do Brand Managers and Ad Agencies Want to Learn from Message Research?,Does a particular advertisement have brand equity-enhancing and product sales-expanding potential?Brand awarenessBrand imageAdverti

8、sing Research Foundation(ARF)StudyConclusion is that no one measure is universally appropriate or best.,2010 South-Western,a part of Cengage Learning.All rights reserved.,109,Message Research Methods,2010 South-Western,a part of Cengage Learning.All rights reserved.,1010,Quantitative Message Researc

9、h,2010 South-Western,a part of Cengage Learning.All rights reserved.,1011,Market Research Measures,2010 South-Western,a part of Cengage Learning.All rights reserved.,1012,Illustrative Message Research Methods,Table 10.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,1013,Measures

10、 of Recognition and Recall,Starch Readership ServiceReader awareness of magazine ads service that examines reader awareness of ads in consumer magazines and business publicationsMeasures the primary objective of a magazine adto be seen and readEligible readers are classified as:NotedAssociatedRead s

11、omeRead most,2010 South-Western,a part of Cengage Learning.All rights reserved.,1014,Measures of Recognition and Recall(contd),Starch Readership Services ADNORM indexUsed to compare an advertisements scores against other ads in the same product category as well as the same size(e.g.,full page)and co

12、lor classifications(e.g.,four-color ads),2010 South-Western,a part of Cengage Learning.All rights reserved.,1015,Starch-Rated Advertisement for the Kia Sorento,Figure 10.1,39%noted the ad 37%associated it27%read some copy 10%read most of copy,2010 South-Western,a part of Cengage Learning.All rights

13、reserved.,1016,Measures of Recognition and Recall(contd),Bruzzone Research Company(BRC)Conducts online testing of consumer recognition and recall of advertisers in television commercialsAsks subjects if they remember the advertisers name when reviewing the ad with anything identifying the brand now

14、removedAdvertising Response Model(ARM)Links responses to the 27 descriptive adjectives to consumers attitudes toward both the ad and the advertised brand and to their purchase interes,2010 South-Western,a part of Cengage Learning.All rights reserved.,1017,Measures of Recognition and Recall(contd),Br

15、uzzone TestProvides valid prediction of actual marketplace performance along with being relatively inexpensive Doesnt provide a before-the-fact indicationOffers important information for evaluating a commercials effectiveness and whether it should continue to run,2010 South-Western,a part of Cengage

16、 Learning.All rights reserved.,1018,Script for Taco Bells“Carne Asada Taquitos”Commercial,Figure 10.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,1019,Advertising Response Model(ARM)for the“Carne Asada Taquitos”Commercial,Figure 10.3,2010 South-Western,a part of Cengage Learni

17、ng.All rights reserved.,1020,Key Scenes and Questions from BRCs Test of the“Thanking the Troops”Commercial,Figure 10.4,2010 South-Western,a part of Cengage Learning.All rights reserved.,1021,Advertising Response Model(ARM)for the“Thanking the Troops”Commercial,Figure 10.5,2010 South-Western,a part o

18、f Cengage Learning.All rights reserved.,1022,Measures of Recognition and Recall(contd),Day-After Recall TestingThe Ipsos-ASI Next*TV MethodRecruit viewersMail sample video to national sample of consumersConsumers view video with embedded advertisementsDay after viewing,consumers are contacted to mea

19、sure their reactions to the TV program and advertisementsCalculation of message recall,2010 South-Western,a part of Cengage Learning.All rights reserved.,1023,Measures of Recognition and Recall(contd),Advantages of In-home Videotape SamplingIn-home exposure makes it possible to measure advertising e

20、ffectiveness in a natural environmentPossible to assess the ability of TV commercials to break through the clutter,gain the viewers attention,and influence message recallability and persuadabilityMeasuring recall one day after exposure,it can determined how well tested commercials are remembered aft

21、er a delay periodVideotape technology allows the use of representative national samplingBy providing several alternative measures of persuasion,the Next*TV method allows brand managers and their ad agencies to select the measures that best meet their specific needs,2010 South-Western,a part of Cenga

22、ge Learning.All rights reserved.,1024,Measures of Recognition and Recall(contd),The Recall ControversyRecall simply measures whether an ad is received but not whether the message is acceptedRecall is age-biased in favor of younger consumersRecall scores generated by ads are not predictive of sales p

23、erformancescores and sales do not increase in tandemRecall testing understates the memorability of commercials that employ emotional or feeling-oriented themes and is biased in favor of rational or thought-oriented commercials,2010 South-Western,a part of Cengage Learning.All rights reserved.,1025,M

24、easurement of Emotional Reactions,2010 South-Western,a part of Cengage Learning.All rights reserved.,1026,Measures of Persuasion,ARS(Advertising Research System)Persuasion MethodPremeasure:respondents indicate brands they would prefer to receive if selected to win free items.Postmeasure:After watchi

25、ng a television program with an embedded test commercial,respondents again indicate which brands they would prefer to receive if selected in a drawing.The ARS Persuasion ScoreThe postmeasure percentage of respondents preferring the target brand minus the premeasure percentage who prefer that brandPo

26、st%for target brand Pre%for target brandThe higher the ARS Persuasion score,the greater the likelihood that a tested commercial will produce positive sales gains when the focal brand is advertised under real-world,in-market conditions.,2010 South-Western,a part of Cengage Learning.All rights reserve

27、d.,1027,ARS Persuasion Scores and In-Market Results,Table 10.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,1028,Measures of Sales Response,Single-Source SystemsGather purchase data from panels of households and merge them with household demographic characteristics and with inf

28、ormation about causal marketing variables such as advertisements that influence household purchasesData Collection TechnologyElectronic television metersOptical laser scanning of universal product codes(UPC symbols)Split-cable technology.,2010 South-Western,a part of Cengage Learning.All rights rese

29、rved.,1029,Single-Source Systems,ACNielsens ScanTrackPanel members use handheld scanners to enter:Coupons usedRecord store dealsRecord in-store features that influenced their purchasing decisions,2010 South-Western,a part of Cengage Learning.All rights reserved.,1030,Single-Source Systems,IRIs Behav

30、iorScanRecords household purchases by linking up optically scanned purchases with ID numbersCollects detailed demographic informationMeasures household exposure to new television commercials under real world test conditionsWeight testspanel households are divided into test and control groupsCopy tes

31、tsholds the amount of weight constant but varies commercial content,2010 South-Western,a part of Cengage Learning.All rights reserved.,1031,Some Major Conclusions aboutTelevision Advertising,2010 South-Western,a part of Cengage Learning.All rights reserved.,1032,Conclusion 1All Commercials Are Not C

32、reated Equal:Ad Copy Must Be Distinctive,Commercials having strong selling propositions are distinctive and tend to achieve higher ARS Persuasion scores.Commercials for new brands tend to be most persuasive,but commercials for established brands can be made persuasive via brand differentiation.,2010

33、 South-Western,a part of Cengage Learning.All rights reserved.,1033,Illustration of a Commercial with a Strong Selling Proposition,Figure 10.6,2010 South-Western,a part of Cengage Learning.All rights reserved.,1034,BehaviorScan Tests of Advertising Effectiveness for 23 Frito-Lay Brands,Table 10.3,20

34、10 South-Western,a part of Cengage Learning.All rights reserved.,1035,Conclusion 2More Is Not Necessarily Better:Weight Is Not Enough,Ad WeightThe frequency with which an advertisement is repeated to the same group of panel members in an IRI BehaviorScan testConclusion:An ineffective ad(not distinct

35、ive or persuasive)has no likelihood of increasing sales even if the TV ad weight is doubled or tripled,2010 South-Western,a part of Cengage Learning.All rights reserved.,1036,Relations among Advertising Weight,Persuasion Scores,and Sales,Table 10.4,2010 South-Western,a part of Cengage Learning.All r

36、ights reserved.,1037,The Role of Sales-Effective Advertising for an Undisclosed Campbell Soup Brand,Figure 10.7,2010 South-Western,a part of Cengage Learning.All rights reserved.,1038,The Relationship Between Media Weight and Creative Content,47 commercials for established brands were tested and cla

37、ssified as:Rational information Heuristic appeals Affectively based cues Finding:Increased advertising weight led to significant sales increases in sales only for commercials using affective cues,2010 South-Western,a part of Cengage Learning.All rights reserved.,1039,Conclusion 3All Good Things Must

38、 End:Advertising Eventually Wears Out,Advertising ultimately wears out and must be refreshed to maintain or increase brand sales Familiar brands have been shown to wear out more slowly than unfamiliar brands,2010 South-Western,a part of Cengage Learning.All rights reserved.,1040,Conclusion 4Dont Be Stubborn:Advertising Works Quickly or Not at All,Some advertisers tend to“hang in there”and wait for an ad to increase salesMost of the sales impact occurs in the first three months of a new ad“Sunk costs”are an issue to consider,but if an ad is not working at first,it probably never will,