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- Measuring Advertising
CHAPTER 10
Message Effectiveness
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- Chapter Objectives
After reading this chapter you should be able to:
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.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–2
- Chapter Objectives (cont’d)
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.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–3
- Introduction to Advertising Research
• Measuring Message Effectiveness
Enables management to increase advertising’s
Enables
contribution toward achieving marketing goals and
yielding a reasonable return on investment
yielding
• What Does Advertising Research Involve?
Measures of media effectiveness
Measures media
Measures of message effectiveness (later chapters)
Measures message
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–4
- Introduction to Advertising Research
• Stages of Advertising Research
Copy development stage (pretesting)
“Rough” stage
Final production stage
After media run (posttesting)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–5
- Industry Standards for Message Research
Principles of the Positioning Advertising Copy Testing (PACT)
Principle 1 Provide measurements that are relevant to the advertising
Provide
objectives
objectives
Principle 2 Requires agreement about how the results will be used in
Requires
advance of each specific test
advance
Principle 3 Provides multiple measurements because single
Principle
measurements are generally inadequate
measurements
Principle 4 Is based on a model of human response to communications
—reception of a stimulus, comprehension of stimulus, and
eception
response to stimulus
response
©Principle 5 Allows for consideration of whether the advertising stimulus
2010 South-Western, a part of
Allows
Cengage Learning. All rights more than once
should be exposed
should
reserved. 10–6
- 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
Recognizes
evaluated more soundly—alternative executions must be
evaluated —alternative
tested in the same degree of finish
tested
Principle 7 System provides controls to avoid the bias normally found in
System
the exposure context
the
Principle 8 Takes into account basic considerations of sample definition
Principle
in requiring that the sample be representative of the target
audience
audience
Principle 9 Can demonstrate consistent results (reliability) and accurately
Can
predicts marketplace performance
predicts
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–7
- What Do Brand Managers and Ad
What
Agencies Want to Learn from Message
Research?
Research?
• Does a particular advertisement have brand
Does
equity-enhancing and product sales-expanding
potential?
potential?
Brand awareness
Brand image
• Advertising Research Foundation (ARF) Study
Conclusion is that no one measure is universally
Conclusion
appropriate or best.
appropriate
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–8
- Message Research Methods
Message
General Forms of
Message Research
Qualitative Message Quantitative Message
Research Research
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–9
- Quantitative Message Research
Measurement
Understanding
Research Method
Steps
Control
Improvement
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–10
- Market Research Measures
Measure
Recognition Assesses whether advertising has successfully
Recognition Assesses
and Recall influenced brand awareness and influenced brand-
and influenced
related thoughts and feelings
Emotional Provides indicators of whether advertisements
Emotional
Reaction
Reaction have emotionally aroused consumers.
Persuasive Represents prebehavioral indicators of whether an
Persuasive Represents
Impact advertisement is likely to influence purchase intentions
Impact
and behavior.
and
Sales Determines whether an advertising campaign has
Sales Determines
Response affected consumers’ purchases of an advertised brand.
Response affected
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–11
- Illustrative Message Research Methods
Table 10.1
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–12
- Measures of Recognition and Recall
• Starch Readership Service
Reader awareness of magazine ads service that
Reader
examines reader awareness of ads in consumer
magazines and business publications
magazines
Measures the primary objective of a magazine ad—to
Measures
be seen and read
be
Eligible readers are classified as:
Noted
Associated
Read some
© 2010 South-Western, a part of
Read most
Cengage Learning. All rights
reserved. 10–13
- Measures of Recognition and Recall (cont’d)
• Starch Readership Service’s ADNORM index
Used to compare an advertisement’s scores against
Used
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)
(e.g.,
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–14
- Figure 10.1
Starch-Rated
Advertisement for
the Kia Sorento
• 39% noted the ad
• 37% associated it
• 27% read some copy
• 10% read most of copy
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–15
- Measures of Recognition and Recall (cont’d)
• Bruzzone Research Company (BRC)
Conducts online testing of consumer recognition and
Conducts
recall of advertisers in television commercials
recall
Asks subjects if they remember the advertiser’s name
Asks
when reviewing the ad with anything identifying the
brand now removed
brand
• Advertising Response Model (ARM)
Links responses to the 27 descriptive adjectives to
Links
consumers’ attitudes toward both the ad and the
advertised brand and to their purchase interes
advertised
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–16
- Measures of Recognition and Recall (cont’d)
• Bruzzone Test
Provides valid prediction of actual marketplace
Provides
performance along with being relatively inexpensive
Doesn’t provide a before-the-fact indication
Offers important information for evaluating a
Offers
commercial’s effectiveness and whether it should
continue to run
continue
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–17
- Script for Taco Bell’s “Carne Asada Taquitos” Commercial
Figure 10.2
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–18
- Advertising Response Model (ARM) for the
Figure 10.3
“Carne Asada Taquitos” Commercial
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–19
- Figure 10.4
Key Scenes and Questions
from BRC’s Test of the
“Thanking the Troops”
Commercial
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 10–20
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