MKTG 2202 - Lec 12 - Ch 9 Measurement

Reasons For & Against Measuring

Reasons to Measure

• Avoiding costly mistakes.

• Evaluating alternative strategies.

• Increasing advertising efficiency.

• Determining if marketing objectives are achieved.

Reasons Not to Measure

• Disagreement on what to test.

• Objections from creative specialists.

• Research problems can complicate measurement processes.

Pre-Tests vs. Post-Tests

• Pre-Tests

  • Conducted before launching promotional messages.

  • Focuses on measuring aspects such as awareness, comprehension, and preference.

• Post-Tests

  • Conducted after launching the campaign.

  • Evaluates received messages and incorporates user feedback.

Measuring Advertising Effectiveness

• MEASURE: Assessing the effectiveness of the overall campaign.

• TEST: Evaluating the performance of creative/content elements used in the campaign.

Measuring & Testing Process

• Involves collaboration with a research firm.

• Typical methods include surveys, studies, and focus groups, often at significant costs.

Decisions for Assessing Advertising Effectiveness

Other Promotional Tools

• Techniques can be tested across mediums such as television, print, and digital.

Creative Tactics and Strategies

• Various executions tested, including message structure and design elements.

• Reactions to different creative strategies evaluated through audience feedback.

When and Where to Test

• When to Test:

  • Pre-tests conducted prior to the campaign.

  • Post-tests conducted after campaign launch.

• Where to Test:

  • Laboratory settings for controlled environments or field tests for real-world feedback.

The Testing Process

1. Concept Testing

   • Conducted early in campaign creation.

   • Assessment focuses on positioning, copy, and visuals.

2. Rough Testing

   • Evaluation of in-progress concepts with visuals.

3. Finished Art or Commercial Testing

4. Market Testing

   • Testing of finalized ads in the market.

Focus Groups

• Widely used method in concept testing.

• Provides immediate and observable results, though may be biased or unquantifiable.

Rough Art and Concept Testing

Types of Rough Testing

1. Animatic Rough: Drawings/cartoons with simulated movement.

2. Photomatic Rough: Photographs with simulated actions.

3. Live-Action Rough: Live video with minimal production elements.

Pre-Testing Methods

• Finished Print Messages: Various tests including readability and diagnostic measures.

Finished Broadcast Ads

• Theatre Tests: Pilot responses compared against normative responses.

• On-Air Tests: Ads inserted in live programs for recall assessments.

• Physiological Tests: Measurement of physical responses like eye tracking and skin reaction.

Digital A/B Testing

• A/B Testing (Split Testing):

  • Compare two versions of ads or webpage content.

  • Assess effectiveness based on randomized group responses.

Post-Testing of Broadcast Commercials

• Testing includes tracking studies and comprehensive measures.

• Day After Recall Tests: Evaluate audience recall immediately following an ad run.

Guidelines For Effective Testing & Measurement

• Employ a consumer response model.

• Utilize both pretests and posttests for comprehensive assessment.

• Establish clear communication objectives and apply multiple measures to validate findings.