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Describe the various research techniques used to measure consumers’ recognition and recall of advertising messages.. 10–6 Industry Standards for Message Research Principles of the Positi

Measuring Advertising Message Effectiveness

CHAPTER 10

1 Explain the rationale and importance of message

research

2 Describe the various research techniques used to

measure consumers’ recognition and recall of

advertising messages

3 Illustrate measures of emotional reactions to

advertisements

4 Explicate the role of persuasion measurement,

including pre- and post-testing of consumer

preference

Chapter Objectives

After reading this chapter you should be able to:

5 Explain the meaning and operation of single-source

measures of advertising effectiveness

6 Examine some key conclusions regarding television

advertising effectiveness

Chapter Objectives (cont’d)

After reading this chapter you should be able to:

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10–4

Introduction to Advertising Research

contribution toward achieving marketing goals and

yielding a reasonable return on investment

Introduction to Advertising Research

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Cengage Learning All rights

reserved

10–6

Industry Standards for Message Research

Principles of the Positioning Advertising Copy Testing (PACT)

Principle 1 Provide measurements that are relevant to the advertising

objectives

Principle 2 Requires agreement about how the results will be used in

advance of each specific test

Principle 3 Provides multiple measurements because single

measurements are generally inadequate

Principle 4 Is based on a model of human response to communications

—reception of a stimulus, comprehension of stimulus, and response to stimulus

Principle 5 Allows for consideration of whether the advertising stimulus

should be exposed more than once

Industry Standards for Message Research

Principles of the Positioning Advertising Copy Testing (PACT)

Principle 6 Recognizes that a more finished piece of copy can be

evaluated more soundly—alternative executions must be tested in the same degree of finish

Principle 7 System provides controls to avoid the bias normally found in

the exposure context

Principle 8 Takes into account basic considerations of sample definition

in requiring that the sample be representative of the target audience

Principle 9 Can demonstrate consistent results (reliability) and accurately

predicts marketplace performance

equity-enhancing and product sales-expanding potential?

appropriate or best

Message Research Methods

Research Method

Steps

Market Research Measures

Measure

Recognition

and Recall Assesses whether advertising has successfully influenced brand awareness and influenced

brand-related thoughts and feelings

Measures of Recognition and Recall

examines reader awareness of ads in consumer

magazines and business publications

be seen and read

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10–14

Measures of Recognition and Recall (cont’d)

other ads in the same product category as well as the same size (e.g., full page) and color classifications

(e.g., four-color ads)

• 27% read some copy

• 10% read most of copy

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10–16

Measures of Recognition and Recall (cont’d)

recall of advertisers in television commercials

when reviewing the ad with anything identifying the

brand now removed

consumers’ attitudes toward both the ad and the

advertised brand and to their purchase interes

Measures of Recognition and Recall (cont’d)

performance along with being relatively inexpensive

commercial’s effectiveness and whether it should

continue to run

Advertising Response Model (ARM) for the

“Carne Asada Taquitos” Commercial

Figure 10.3

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10–20

Key Scenes and Questions

from BRC’s Test of the

“Thanking the Troops”

Commercial

Figure 10.4

Advertising Response Model (ARM) for the “Thanking the Troops” Commercial

Figure 10.5

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10–22

Measures of Recognition and Recall (cont’d)

• Day-After Recall Testing

1 Recruit viewers

2 Mail sample video to national sample of consumers

3 Consumers view video with embedded advertisements

4 Day after viewing, consumers are contacted to measure

their reactions to the TV program and advertisements

5 Calculation of message recall

Measures of Recognition and Recall (cont’d)

 In-home exposure makes it possible to measure advertising

effectiveness in a natural environment

 Possible to assess the ability of TV commercials to break

through the clutter, gain the viewer’s attention, and influence

message recallability and persuadability

 Measuring recall one day after exposure, it can determined how well tested commercials are remembered after a delay period

 Videotape technology allows the use of representative national sampling

 By 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

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10–24

Measures of Recognition and Recall (cont’d)

but not whether the message is accepted

sales performance—scores and sales do not increase

in tandem

commercials that employ emotional or

feeling-oriented themes and is biased in favor of rational or thought-oriented commercials

Measurement of Emotional Reactions

Brain Imaging

(fMRI)

Self-Report Measures (Verbal and Visual)

Physiological Measures (Galvanometer and Pupillometer)

Measuring Consumers’

Emotional Responses

to Advertisements

 Premeasure: respondents indicate brands they would prefer to receive if selected to win free items.

 Postmeasure: After watching 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 Score

 The postmeasure percentage of respondents preferring the target brand minus the premeasure percentage who prefer that brand

 The 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.

ARS Persuasion Scores and In-Market Results

Table 10.2

merge them with household demographic

characteristics and with information about causal

marketing variables such as advertisements that

influence household purchases

(UPC symbols)

Single-Source Systems

 Coupons used

 Record store deals

 Record in-store features that influenced their purchasing

decisions

scanned purchases with ID numbers

commercials under real world test conditions

 Weight tests—panel households are divided into test and

control groups

 Copy tests—holds the amount of weight constant but varies commercial content

Some Major Conclusions about

Ad weight without persuasiveness

is insufficient

Advertising works quickly if it works

Enhancing Brand

Performance with

Television Advertising

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10–32

Conclusion 1—All Commercials Are Not

Created Equal: Ad Copy Must Be

Distinctive

are distinctive and tend to achieve higher ARS Persuasion scores.

persuasive, but commercials for established

brands can be made persuasive via brand

differentiation.

Conclusion 2—More Is Not Necessarily

Better: Weight Is Not Enough

repeated to the same group of panel members in an IRI BehaviorScan test

no likelihood of increasing sales even if the TV ad

weight is doubled or tripled

The Role of Sales-Effective Advertising for an Undisclosed Campbell Soup Brand

Figure 10.7

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10–38

The Relationship Between Media Weight

and Creative Content

tested and classified as:

• Finding:

increases in sales only for commercials using

affective cues

Conclusion 3—All Good Things Must End: Advertising Eventually Wears Out

refreshed to maintain or increase brand sales

more slowly than unfamiliar brands

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10–40

Conclusion 4—Don’t Be Stubborn:

Advertising Works Quickly or Not at All

wait for an ad to increase sales

• Most 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