Evaluation of advertisements

Mr. Amit GargMr. Amit Garg
Assistant Professor,Assistant Professor,
Deptt. of Management Studies,Deptt. of Management Studies,
Malout Institute of Management & Information Technology,Malout Institute of Management & Information Technology,
Malout - 152107Malout - 152107
Distt. Muktsar (Punjab)Distt. Muktsar (Punjab)
84271-0500284271-05002
Email:Email: amit.mimit@gmail.comamit.mimit@gmail.com
EVALUATIONEVALUATION
OFOF
ADVERTISEMENTSADVERTISEMENTS

Measuring advertising effectivenessMeasuring advertising effectiveness
 Creative concept research:Creative concept research:
 Creative specialists prepare several tentative adCreative specialists prepare several tentative ad
conceptsconcepts
 Researchers conduct focus group to find out the bestResearchers conduct focus group to find out the best
concept.concept.
 Pre-testing: it is used to increase likelihood of creatingPre-testing: it is used to increase likelihood of creating
most effective ad message. Helpful in spotting flaws inmost effective ad message. Helpful in spotting flaws in
the ad message.the ad message.
 Post-testing: helpful in judging effectiveness of ad.Post-testing: helpful in judging effectiveness of ad.
 In-depth interviewsIn-depth interviews
 Focus groupFocus group

 Evaluative research / pre-testing methods:Evaluative research / pre-testing methods:
 Variables tested- ability of ad to attract attention,Variables tested- ability of ad to attract attention,
message comprehension by audience, recall of copymessage comprehension by audience, recall of copy
points, probability of purchase by customers etc.points, probability of purchase by customers etc.
 Pre-tests should be used as guides and not as finalPre-tests should be used as guides and not as final
indicators of success.indicators of success.
 Generally direct questions are asked in pre testing. Eg:Generally direct questions are asked in pre testing. Eg:
have you liked the ad?, your purchase intention etc.have you liked the ad?, your purchase intention etc.
 This technique is used for testing alternative ads duringThis technique is used for testing alternative ads during
early stages of development.early stages of development.

 Other pre-testing methods: focus group, portfolio tests,Other pre-testing methods: focus group, portfolio tests,
paired comparison, order of merit test etc.paired comparison, order of merit test etc.
 Number of evaluations required in paired comparison:Number of evaluations required in paired comparison:
 n(n-1)/2n(n-1)/2

Methods for pre-testing advertisingMethods for pre-testing advertising
 Print advertising:Print advertising:
 Direct questioning:Direct questioning: respondents are asked aboutrespondents are asked about
specific questions about the ads.specific questions about the ads.
 Focus group:Focus group: 8-10 people participate in discussion &8-10 people participate in discussion &
interview. Role of moderator is crucial.interview. Role of moderator is crucial.
 Portfolio test:Portfolio test: one group of respondents is exposed toone group of respondents is exposed to
a portfolio of test ads interspersed among other ads &a portfolio of test ads interspersed among other ads &
editorial matter. Another group sees the portfolio withouteditorial matter. Another group sees the portfolio without
the test ads.the test ads.
 Order of merit test:Order of merit test: respondents see two or morerespondents see two or more
alternate ads & arrange them in rank order.alternate ads & arrange them in rank order.

 Paired comparison test:Paired comparison test: respondents compare eachrespondents compare each
ad in a group.ad in a group.
 Mock magazine test:Mock magazine test: ads to be tested are strippedads to be tested are stripped
into a magazine which is left with respondents for ainto a magazine which is left with respondents for a
specified time.specified time.
 Direct mail test:Direct mail test: two or more ads are mailed totwo or more ads are mailed to
different potential customers on a mailing list to testdifferent potential customers on a mailing list to test
which ad attracts more orders.which ad attracts more orders.

 Television and radio advertising:Television and radio advertising:
 Central location test:Central location test: respondents see testrespondents see test
commercial film in a central location such as shoppingcommercial film in a central location such as shopping
centre.centre.
 Clutter test:Clutter test: test commercials along with nontest commercials along with non
competing control commercials are shown tocompeting control commercials are shown to
respondents to determine their effectiveness, measurerespondents to determine their effectiveness, measure
comprehension & attitude shifts & detect weak points.comprehension & attitude shifts & detect weak points.
 Trailer test:Trailer test: respondents see or listen to commercialsrespondents see or listen to commercials
in trailers at shopping centres & receive coupons for thein trailers at shopping centres & receive coupons for the
advertised products.advertised products.

 Theatre test:Theatre test: respondents use electronic equipment torespondents use electronic equipment to
indicate what they like or dislike as they view TVindicate what they like or dislike as they view TV
commercials shown in theatre setting.commercials shown in theatre setting.
 Live telecast test:Live telecast test: test commercials are shown ontest commercials are shown on
closed circuit or cable TV & subsequently respondentsclosed circuit or cable TV & subsequently respondents
are interviewed by telephone.are interviewed by telephone.
 Sales experiment:Sales experiment: alternative radio or TValternative radio or TV
commercials run in two or more markets.commercials run in two or more markets.

 Physiological testing:Physiological testing:
 Pupillometeric device:Pupillometeric device: dilation of respondent’s pupildilation of respondent’s pupil
is measured presumably to indicate respondent’sis measured presumably to indicate respondent’s
interest.interest.
 Eye movement camera:Eye movement camera: the route the respondent’sthe route the respondent’s
eye travelled is superimposed over an ad to show theeye travelled is superimposed over an ad to show the
areas that attracted & held attention.areas that attracted & held attention.
 Galvanic skin response (electrodermalGalvanic skin response (electrodermal
response):response): a mild electrical current measuresa mild electrical current measures
respondent’s sweat gland activity to measure the tensionrespondent’s sweat gland activity to measure the tension
an ad creates.an ad creates.

 Voice pitch analysis:Voice pitch analysis: a customer’s voice response isa customer’s voice response is
taped & a computer is used to measure changes in voicetaped & a computer is used to measure changes in voice
pitch caused by emotional responses.pitch caused by emotional responses.
 Brain pattern analysis:Brain pattern analysis: a scanner monitors thea scanner monitors the
reaction of respondent’s brain.reaction of respondent’s brain.
 Hemispheric lateralization:Hemispheric lateralization: this distinguishesthis distinguishes
between alpha activity in left & right side of the brain.between alpha activity in left & right side of the brain.

Post testing methodsPost testing methods
 It occurs when advertising has run.It occurs when advertising has run.
 Generally more expensive & time consuming than preGenerally more expensive & time consuming than pre
testing.testing.
 Five broad categories of post testing methods:Five broad categories of post testing methods:
 Aided recall (recognition-readership)Aided recall (recognition-readership)
 Unaided recallUnaided recall
 Attitude testsAttitude tests
 Inquiry testsInquiry tests
 Sales testsSales tests

 Recall refers to a measure of proportion of a sampleRecall refers to a measure of proportion of a sample
audience that can recall an ad as having seen.audience that can recall an ad as having seen.
 In aided recall respondents are shown certain ads withIn aided recall respondents are shown certain ads with
the name of the sponsor or brand concealed & thenthe name of the sponsor or brand concealed & then
asked whether their previous exposure was throughasked whether their previous exposure was through
reading, viewing or listening.reading, viewing or listening.
 In unaided recall respondents are asked without promptIn unaided recall respondents are asked without prompt
whether they read, saw or heard advertising message.whether they read, saw or heard advertising message.

Tests to measures recall of print adsTests to measures recall of print ads
 Recall testsRecall tests
 ASI print plusASI print plus
 Gallup & Robinson impact testGallup & Robinson impact test

 Recognition refers to whether a respondent canRecognition refers to whether a respondent can
recognize an advertisement as having seen before.recognize an advertisement as having seen before.
 Such tests are conducted by mail survey.Such tests are conducted by mail survey.
 Recognition/readership tests provide a mechanism forRecognition/readership tests provide a mechanism for
breaking a print ad into its more important elements suchbreaking a print ad into its more important elements such
as headlines, visuals, body copy & logo & how these areas headlines, visuals, body copy & logo & how these are
remembered by a sample of respondents.remembered by a sample of respondents.
 Purpose of test is to show advertisers that the merePurpose of test is to show advertisers that the mere
presence of an ad does not ensure that readers notice orpresence of an ad does not ensure that readers notice or
pay attention to it.pay attention to it.

 Inquiry refers to checking the effectiveness of ads in printInquiry refers to checking the effectiveness of ads in print
media on the basis of which consumers respond bymedia on the basis of which consumers respond by
requesting for more information.requesting for more information.
 Inquiry may depend upon phone calls received fromInquiry may depend upon phone calls received from
interested persons, coupons returned or requests forinterested persons, coupons returned or requests for
free samples.free samples.
 Day after recall (DAR): most popular method of postDay after recall (DAR): most popular method of post
testing in broadcast industry.testing in broadcast industry.
 Aided recallAided recall
 Unaided recallUnaided recall

 DAR provides norms giving advertisers a standard forDAR provides norms giving advertisers a standard for
comparing how well their ads are performing.comparing how well their ads are performing.
 But DAR may favour unemotional appeals as theBut DAR may favour unemotional appeals as the
respondents are asked to verbally express the message.respondents are asked to verbally express the message.
 Attitude tests: to measure effectiveness of the adAttitude tests: to measure effectiveness of the ad
campaign in creating a favorable image for a brand or acampaign in creating a favorable image for a brand or a
company.company.
 5 techniques of attitude testing: direct questioning, rating5 techniques of attitude testing: direct questioning, rating
scales, checklists, semantic differential & partiallyscales, checklists, semantic differential & partially
structured interviews.structured interviews.

 Sales tests: comparing past sales with current sales.Sales tests: comparing past sales with current sales.
 Tracking studies: to measure effects of advertising atTracking studies: to measure effects of advertising at
regular intervals.regular intervals.
 It is applied both to print & broadcast media ads.It is applied both to print & broadcast media ads.
 Through it awareness, recall, interest & attitude towardThrough it awareness, recall, interest & attitude toward
the ad is tested.the ad is tested.
 Methods: telephone surveys, personal interviews, mallMethods: telephone surveys, personal interviews, mall
intercepts, mail surveys.intercepts, mail surveys.

 Diary test: a group of target consumers a persuaded toDiary test: a group of target consumers a persuaded to
maintain a diary to maintain records of brandsmaintain a diary to maintain records of brands
purchased, brand switches, brands used for variouspurchased, brand switches, brands used for various
purposes, media usage etc.purposes, media usage etc.
 these diaries are reviewed to determine whether the adthese diaries are reviewed to determine whether the ad
message is reaching the right target audience.message is reaching the right target audience.

 Consumer panel: consumers are recruited as panelConsumer panel: consumers are recruited as panel
members. They belong to a particular designated area.members. They belong to a particular designated area.
 A card identifies consumer’s household & demographics.A card identifies consumer’s household & demographics.
 on every purchase they present the card at checkouton every purchase they present the card at checkout
counter in supermarket.counter in supermarket.
 Through scanners the details of purchase are recorded.Through scanners the details of purchase are recorded.
 Panel members are split into matched groups with eachPanel members are split into matched groups with each
group receiving different versions of an advertisement.group receiving different versions of an advertisement.
 The attached electronic meters to their TV sets recordThe attached electronic meters to their TV sets record
TV viewing to ascertain whether they saw theTV viewing to ascertain whether they saw the
commercial, when they saw & how often they saw it.commercial, when they saw & how often they saw it.

 Gallup & Robinson impact test: used for tracking recall ofGallup & Robinson impact test: used for tracking recall of
ads appearing in magazines to assess performance &ads appearing in magazines to assess performance &
effectiveness.effectiveness.
 In it test magazines are placed in participants’ homes &In it test magazines are placed in participants’ homes &
they are asked to read the magazine that day.they are asked to read the magazine that day.
 A telephone interview is conducted the second day toA telephone interview is conducted the second day to
assess recall of ads, copy points etc.assess recall of ads, copy points etc.
 Sample size: 150Sample size: 150

 Strach readership report: determining recognition of printStrach readership report: determining recognition of print
ads & comparing them to other ads of the same varietyads & comparing them to other ads of the same variety
or in the same magazine.or in the same magazine.
 Samples are drawn from 20-30 urban areas reflectingSamples are drawn from 20-30 urban areas reflecting
geographic circulation of magazine.geographic circulation of magazine.
 Sample size: minimum of 200 males & femalesSample size: minimum of 200 males & females
 Participants are asked to go through the magazine &Participants are asked to go through the magazine &
provide specific responses.provide specific responses.

 3 recognition scores:3 recognition scores:
 Noted score- %age of readers who remember seeing adNoted score- %age of readers who remember seeing ad
 Seen associated score- %age of respondents who recallSeen associated score- %age of respondents who recall
seeing or reading any part of ad identifying product orseeing or reading any part of ad identifying product or
brand.brand.
 Read-most score- %age of readers who report readingRead-most score- %age of readers who report reading
at least half of the copy portion of the ad.at least half of the copy portion of the ad.

Essentials of effective testingEssentials of effective testing
 Establish communication objectivesEstablish communication objectives
 Use a consumer response modelUse a consumer response model
 Use both pre tests & post testsUse both pre tests & post tests
 Use multiple measuresUse multiple measures
 Understand & implement proper researchUnderstand & implement proper research

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