Post on 26-Dec-2015
description
Assessing Ad Message
Effectiveness
“Watchability” by Millward Brown
• Function of ‘involvement’ and ‘enjoyment’• Use
– Humor– Music– Limited voice-overs– Pace– Celebrities– Cute things
• More likely to be recalled and drive sales
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Overview of Advertising Research
• More than 80% of advertisers and agencies pretest television commercials before airing them on a national basis.
It’s not easy or inexpensivebut the value outweighs the drawbacks.
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What Does Advertising Research Involve?
• To test effectiveness of messages• Pretesting ads during developmental stages• Posttesting to determine if messages achieve
their established objectives
Media Effectiveness (covered later)
Message Research
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Four Stages At Which Ad Message Research Might Be Conducted
1. Copy development stage (testing ideas)
2. “Rough” stage (testing rough concepts and layouts)
3. Final production stage (testing complete ads)
4. After the ad has been run in the media (post testing)
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Industry Standards for Message Research
Principle 1: provide measurements that are relevant to the advertising objectives
What question would you use to test recall?
Principle 2: requires agreement about how the results will be used in advance of each specific test
e.g. specify what the results of the focus group will be used for.
Principle 3: provides multiple measurements because single measurements are generally inadequate
Think of two ways to test brand preferences
PACT Principles
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Industry Standards for Message Research
Principle 4: based on a model of human response to communications
Reception of a stimulus > Comprehension of the stimulus > The response of the stimulus
Check whether consumers understood the ad before forming conclusions based on sales
Principle 5: allows for consideration of whether the advertising stimulus should be exposed more than once
external generalizability
PACT Principles
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Industry Standards for Message Research
Principle 6: recognizes that a more finished piece of copy can be evaluated more soundly
Alternative executions be tested in the same degree of finish
Principle 7: system provides controls to avoid the bias normally found in the exposure context
Increase internal validity of results
PACT Principles
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Industry Standards for Message Research
Principle 8: takes into account basic considerations of sample definition
Requires that the sample be representative of the target audience
Principle 9: can demonstrate reliability and validity
A reliable test is one that yields consistent results
A valid test is one that is predictive of the marketplace performance
PACT Principles
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What Can Be Learned from Message Research?
• Message research is needed to diagnose an advertisement’s prospective equity-enhancing and sales-expanding potential.
• The ARF assessed which of 35 measures best predicts the sales effectiveness of television commercials. The only definitive conclusion of their study is that no one measure is universally appropriate or best.
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Message Research Methods
Qualitative Message Research
Quantitative Message Research
Qualitative Message Research
• Focus Groups
• In-depth Interviews
• Observation
• Ethnography
• Projective Techniques– ZMET
• Neurological Networks
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Illustrative Message Research Methods
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Advertising Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
MessageResearchMethods
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Message Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Starch readership service (magazines)
• Bruzzone tests (TV)• Burke day-after recall
(TV)
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Starch Readership Service
•Examines reader awareness of ads in consumer magazines and business publications
•Measures the primary objective of a magazine ad—to be seen and read
•Over 75,000 ads in more than 140 publications surveying more than 100,000 people annually. Sample sizes – 100 to 150 nos. per issue
•Interviews in the early life of the publication
•Respondents asked if they read an ad and what they remember from the ad
•Readers are classified
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Starch Readership Service
Classifications
Noted—percentage who remember having previously seen the ad in the issue being studied
Associated—percentage who noted the ad and saw or read some part of it that clearly indicated the name of the brand or advertiser
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Starch Readership Service
Classifications
Read Some—percentage who read any part of the ad’s copy
Read Most—percentage who read half or more of the written material in the ad
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Starch Readership Service
Indices are developed for the four classifications.
Two types of indices:
1. Ad’s scores against average of all ads in the magazine issue
2. ADNORM index: compares an advertisement’s scores against 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)
Average Adnorm index is 100. A score of 130 indicates the ad did 30% better than the comparable ads.
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Measures of Recognition &
Recall
• 39% of people noted the ad,
• 37% associated it,
• 27% read some of it, and
• 10% read most of the body copy contained in the ad.
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Measures of Recognition &
Recall
• 58% of people noted the ad,
• 54% associated it,
• 39% read some of it, and
• 39% read most of the body copy contained in the ad.
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Starch Readership Service
• Kia Sorento ad Adnorm index scores
• 72 (noted) • 74 (associated) • 73 (read some) • 59 (read most) • The ad performed
28% worse than the average noted score for similar ads.
• Jose Cuervo Especial Tequila ad
• 107 (noted) • 108 (associated) • 105 (read some) • 229 (read most) • The ad performed
slightly above average noted score for similar ads.
Problems with the Starch scores
• Respondents may report ads that actually never ran or may have run in another magazine / issue
• Respondents may report that they have not seen an ad when in fact they have.– Implicit memory– Effect on attitudes in spite of lack of conscious
recollection
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Bruzzone Tests
Bruzzone test provides advertisers with a test of consumer recognition of television commercials. Anything identifying the brand is removed, to test whether viewers remember the name of the advertiser.
Bruzzone Tests
• Emails 15 commercials (six frames from the commercial) to a sample
• Each respondent is asked if they remember seeing the commercial on TV
• If yes – more questions; If no or not sure – skip to next.• Brand name references removed from the frames• Also asked how the commercial made them feel (check from a
battery of adjectives); how interested they were in it, whether they liked it, etc.
• Finally asked if they remember the brand name• http://www.bruzzone-research.com/ONLINE_DEMOq.htm#Q26
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Measures of Recognition & Recall
Advertising Response Model (ARM) links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad and the advertised brand and to purchase interest.
Budweiser “Thanking the Troops”
http://www.youtube.com/watch?v=LawSGhTM0es
Bruzzone test
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ARM for the “Thanking the Troops” Commercial
Taco Bell Carne Asada Superbowl commercial http://www.youtube.com/watch?v=7oN7X9z6Cc4
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Advertising Response Model (ARM) for the “Carne Asada Taquitos” Commercial
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Measures of Recognition & Recall
Provides valid prediction of actual marketplace performance along with being relatively inexpensive
Doesn’t provide a before-the-fact indication
Tests offer important info for evaluating a commercial’s effectiveness and whether it should continue to run
Tests are performed online
Bruzzone test
Burke Day-after Recall
• Used to assess the effectiveness of test commercials
• Tested the day following the day the commercial is first aired
• Telephone interviews
• Product / Brand cue given
• Asked if they saw the commercial and then asked to recall all they can about it.
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Measures of Recognition & Recall
(1) Claimed-recall scores—indicate the percentage of respondents who recall seeing the ad
(2) Related-recall scores—indicate the percentage of respondents who accurately describe specific advertising elements
Burke Day-After Recall Testing
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Measures of Recognition & Recall
Many marketers reject recall as a valid measure
1) Recall simply measures whether an ad is received but not whether the message is accepted
2) Recall is biased in favor of younger consumers
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Measures of Recognition & Recall
3) Recall scores generated by ads are not predictive of sales performance
4) Day-after recall testing is biased against certain types of advertising content
Understate the memorability of commercials that employ emotional or feeling-oriented themes and are biased in favor of rational or thought-oriented commercials
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Message Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Psychogalvanometer• Pupilometer
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Measures of Recognition & Recall
• Ads that are better liked are more likely to be remembered and to persuade
• Efforts are now made to measure consumer’s affective and emotional reactions to ads
Measures of Physiological Arousal
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Measures of Recognition & Recall
• Galvanometer—measures minute levels of perspiration in response to emotional arousal
• Pupillometric tests—measure pupil dilation
• Advertising researchers use changes in physiological functions to indicate the actual, unbiased amount of arousal resulting from ads.
• Neuroscience – brain imaging tests
Measures of Physiological Arousal
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Message Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Ipsos-ASI Next*TV method
• Rsc’s ARS Persuasion method
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Measures of Persuasion
Used when an advertiser’s objective is to influence
consumers’ attitudes toward and preference for the advertised
brand.
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Measures of Persuasion
• Measures recall and persuasion of TV commercials
• Performs ad research in more than 50 countries
• Tests television commercials in consumers’ homes
• Tells consumers to evaluate a TV program, but actually evaluating the commercials within the program
• Mails 30 minute TV programs (like a sitcom) to a national sample with embedded commercial breaks
Ipsos-ASI Next*TV Method
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Measures of Persuasion
• One day after viewing—personal contact with sampled consumers and measure their reactions to the TV program and the advertisements
• Measures message recall and persuasion
Ipsos-ASI Next*TV Method
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Measures of Persuasion
• Persuasion measured by:
Consumers’ attitudes toward advertised brands
Shift in brand preferences
Brand-related purchase intent and frequency
Ipsos-ASI Next*TV Method
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Measures of Persuasion
1) Tests in a natural environment
2) Assesses the ability of TV commercials to break through the clutter
3) Determines how well tested commercials are remembered after this delay period
4) Allows the use of a representative national sampling
Ipsos-ASI Next*TV Method
Research Systems Company - rsc
• Very active in message testing – tests TV commercials in various stages of completion – rough cut to finished form
• ARS schedules test sessions in eight metropolitan areas• 800 – 1000 consumers from each metro randomly
invited to preview TV material with embedded ads (including test ads)
• Before and after research design – basket of competing products
• Tested over 40,000 commercials so far
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Measures of Persuasion
1) Respondents indicate what brands they prefer to receive among a “basket” of options—the pre measure.
2) After exposure to a television program respondents again indicate what brands they would prefer to receive if their name were selected in a drawing—the post measure.
The ARS Persuasion Method--rsc
ARS Persuasion Score = Post % for target brand –
Pre % for target brand
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Measures of Persuasion
The ARS Persuasion score simply represents the post-measure percentage of respondents preferring the target brand minus the pre-measure percentage who prefer that brand
A positive score indicates a shifted preference toward the target brand
A higher-scoring commercial generates greater sales volume and larger market share gains
The ARS Persuasion Method--rsc
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Measures of Persuasion
ARS Persuasion scores are valid predictors of in-market performance
The higher the 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
The ARS Persuasion Method--rsc
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Predictive Validity of ARS Persuasion Scores
Tested 332 commercials in seven countries ; involving 148 brands representing 76 product categories; market shares before and after advertising commenced were compared.
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Message Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• AC Nielsen’s SCANTRACK
• IRI’s BehaviorScan
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Measures of Sales Response
Single-Source Systems
Gather purchase data from panels ofhouseholds using: (1) electronic television meters (2) optical laser scanning of universal
product codes (UPC) at retail checkout (3) split-cable technology
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Measures of Sales Response
SCANTRACK collects purchase data by having panel households use handheld scanners
Panelists record purchases of every bar-coded product purchased regardless of the store where purchased
Nielsen’s SCANTRACK
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Measures of Sales Response
Use handheld scanners to enter:
Any coupons used
Record all store deals
Record in-store features that influenced their purchasing decisions
Transfer data to Nielsen by calling a toll free number and holding the scanner to the phone
Nielsen’s SCANTRACK
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Measures of Sales Response
IRI knows what items each household purchases by linking up optically scanned purchases with ID numbers
Members provide IRI with detailed demographic information
Five markets in the US – communities that depend on cable TV to get good reception – Pittsfield (MA), Eau Claire (WI), Cedar Rapids (IA), Midland (TX), Grand Junction (CO)
In each market 3000 households are recruited; approx 1000 are hooked to people meters
IRI’s BehaviorScan
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Measures of Sales Response
Single source data consists of:
(1) household demographic info
(2) household purchase behavior
(3) household exposure to new television commercials that are tested under real world test conditions
IRI’s BehaviorScan
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Measures of Sales Response
Splits cable signal before it reaches panel households
Uses optically scanned purchase data to know exactly which commercial each household had the opportunity to see and how much of a brand is purchased
IRI’s BehaviorScan
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Measures of Sales Response
Two types of tests are offered: (1) weight tests and (2) copy tests
1) Weight tests—panel households are divided into test and control groups and frequency is varied
2) Copy tests—holds the amount of weight constant but varies commercial content
IRI’s BehaviorScan
Conclusions from TV ads research
• What does it take for TV ads to enhance sales and market share performance– Ad copy must be distinctive– Ad weight without persuasiveness is
insufficient– Even good advertising wears out over time– Advertising works quickly if at all it works
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Conclusion 1: All Commercials Are Not Created Equal: Ad Copy Must
Be Distinctive • Commercials having strong selling propositions
are distinctive and tend to achieve higher ARS Persuasion scores (e.g. Mentadent toothbrush with a strong USP (flexible handle for gentle brushing) scored 11.2 on ARS persuasion)
• Commercials for new brands tend to be most persuasive, but commercials for established brands can be made persuasive via brand differentiation.
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Illustration of a Commercial with a Strong Selling Proposition
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Conclusion 2—More is Not Necessarily Better: Weight Is Not
Enough • Ad weight means the number of gross
rating points (GRP) that support an advertising campaign.
• An ineffective ad (not distinctive or persuasive) has no likelihood of increasing sales even if the ad weight is doubled or tripled.
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Relations among Advertising Weight, Persuasion Scores, and Sales
The Relationship Between Media Weight and Creative Content
• 47 commercials for established brands were tested and classified as: – Rational information (informative; argument based)
– Heuristic appeals (using celebrities, nice things like babies, puppies, etc.)
– Affectively based cues (ads depicting warmth, love, affection, companionship, friendship)
• Finding:– Increased advertising weight led to significant sales increases in
sales only for commercials using affective cues
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Conclusion 3—All Good Things Must 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.
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The Role of Sales-Effective Advertising for an Undisclosed Campbell Soup Brand
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Conclusion 4—Don’t Be Stubborn: Advertising Works Quickly or Not at
All• Some advertisers tend to “hang in there”
and 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.