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© 2010 South-Western, a part of Cengage Learning All rights reserved. PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition 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 Objecves After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–2 5. Explain the meaning and operation of single-source measures of advertising effectiveness. 6. Examine some key conclusions regarding television advertising effectiveness. Chapter Objecves (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–4 Introduction to Advertising Research Introduction to Advertising Research • Measuring Message Effectiveness Measuring Message Effectiveness  Enables management to increase advertising’s Enables management to increase advertising’s contribution toward achieving marketing goals and contribution toward achieving marketing goals and yielding a reasonable return on investment yielding a reasonable return on investment • What Does Advertising Research Involve? What Does Advertising Research Involve?  Measures of Measures of media media effectiveness effectiveness  Measures of Measures of message message effectiveness ( effectiveness ( later chapters later chapters ) ) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–5 Introduction to Advertising Research Introduction to Advertising Research • Stages of Advertising Research Stages of Advertising Research  Copy development stage (pretesting) Copy development stage (pretesting)  “ “ Rough” stage Rough” stage  Final production stage Final production stage  After media run (posttesting) After media run (posttesting) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–6 Industry Standards for Message Research Industry Standards for Message Research Principles of the Positioning Advertising Copy Testing (PACT) Principles of the Positioning Advertising Copy Testing (PACT) Principle 1 Principle 1 Provide measurements that are relevant to the advertising Provide measurements that are relevant to the advertising objectives objectives Principle 2 Principle 2 Requires agreement about how the results will be used in Requires agreement about how the results will be used in advance of each specific test advance of each specific test Principle 3 Principle 3 Provides multiple measurements because single Provides multiple measurements because single measurements are generally inadequate measurements are generally inadequate Principle 4 Principle 4 Is based on a model of human response to communications Is based on a model of human response to communications —r —r eception of a stimulus, comprehension of stimulus, and eception of a stimulus, comprehension of stimulus, and response to stimulus response to stimulus Principle 5 Principle 5 Allows for consideration of whether the advertising stimulus Allows for consideration of whether the advertising stimulus should be exposed more than once should be exposed more than once © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–7 Industry Standards for Message Research Industry Standards for Message Research Principles of the Positioning Advertising Copy Testing (PACT) Principles of the Positioning Advertising Copy Testing (PACT) Principle 6 Principle 6 Recognizes that a more finished piece of copy can be Recognizes that a more finished piece of copy can be evaluated more soundly evaluated more soundly —alternative executions must be —alternative executions must be tested in the same degree of finish tested in the same degree of finish Principle 7 Principle 7 System provides controls to avoid the bias normally found in System provides controls to avoid the bias normally found in the exposure context the exposure context Principle 8 Principle 8 Takes into account basic considerations of sample definition Takes into account basic considerations of sample definition in requiring that the sample be representative of the target in requiring that the sample be representative of the target audience audience Principle 9 Principle 9 Can demonstrate consistent results (reliability) and accurately Can demonstrate consistent results (reliability) and accurately predicts marketplace performance predicts marketplace performance © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–8 What Do Brand Managers and Ad Agencies What Do Brand Managers and Ad Agencies Want to Learn from Message Research? Want to Learn from Message Research? • Does a particular advertisement have brand Does a particular advertisement have brand equity-enhancing and product sales-expanding equity-enhancing and product sales-expanding potential? potential?  Brand awareness Brand awareness  Brand image Brand image • Advertising Research Foundation (ARF) Study Advertising Research Foundation (ARF) Study  Conclusion is that no one measure is universally Conclusion is that no one measure is universally appropriate or best. appropriate or best. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–9 Message Research Methods Message Research Methods Qualitative Message Research Quantitative Message Research General Forms of Message Research © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10–10 Quantitative Message Research Quantitative Message Research Measurement Control Understanding Improvement Research Method Steps [...]... is advertised under real-world, in-market conditions © 2010 South-Western, a part of 10–26 Table 10.2 ARS Persuasion Scores and In-Market Results © 2010 South-Western, a part of 10–27 Measures of Sales Response • Single-Source Systems  Gather purchase data from panels of households and merge them with household demographic characteristics and with information about causal marketing variables such as... interes © 2010 South-Western, a part of 10–16 Measures of Recognition and Recall (cont’d) • Bruzzone Test  Provides valid prediction of actual marketplace performance along with being relatively inexpensive  Doesn’t provide a before-the-fact indication  Offers important information for evaluating a commercial’s effectiveness and whether it should continue to run © 2010 South-Western, a part of 10–17... scanning of universal product codes (UPC symbols)  Split-cable technology © 2010 South-Western, a part of 10–28 Single-Source Systems • ACNielsen’s ScanTrack  Panel members use handheld scanners to enter:    Coupons used Record store deals Record in-store features that influenced their purchasing decisions © 2010 South-Western, a part of 10–29 Single-Source Systems • IRI’s BehaviorScan  Records household... Recognition and Recall (cont’d) • Day-After Recall Testing  The Ipsos-ASI Next*TV Method 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 © 2010 South-Western, a part of 10–22 Measures of... employ emotional or feelingoriented themes and is biased in favor of rational or thought-oriented commercials © 2010 South-Western, a part of 10–24 Measurement of Emotional Reactions Measuring Consumers’ Emotional Responses to Advertisements Brain Imaging (fMRI) Self-Report Measures (Verbal and Visual) © 2010 South-Western, a part of Physiological Measures (Galvanometer and Pupillometer) 10–25 Measures...  Read most © 2010 South-Western, a part of 10–13 Measures of Recognition and Recall (cont’d) • Starch Readership Service’s ADNORM index  Used to compare 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) © 2010 South-Western, a part of 10–14 Figure 10.1 Starch-Rated Advertisement for... 2010 South-Western, a part of 10–18 Figure 10.3 Advertising Response Model (ARM) for the “Carne Asada Taquitos” Commercial © 2010 South-Western, a part of 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 10–20 Figure 10.5 Advertising Response Model (ARM) for the “Thanking the Troops” Commercial © 2010 South-Western, a... Be Distinctive • Commercials having strong selling propositions are distinctive and tend to achieve higher ARS Persuasion scores • Commercials for new brands tend to be most persuasive, but commercials for established brands can be made persuasive via brand differentiation © 2010 South-Western, a part of 10–32 Figure 10.6 Illustration of a Commercial with a Strong Selling Proposition © 2010 South-Western,... constant but varies commercial content © 2010 South-Western, a part of 10–30 Some Major Conclusions about Television Advertising Ad copy must be distinctive Enhancing Brand Performance with Television Advertising Ad weight without persuasiveness is insufficient The selling power of advertising wears out over time Advertising works quickly if it works © 2010 South-Western, a part of 10–31 Conclusion 1—All Commercials... needs © 2010 South-Western, a part of 10–23 Measures of Recognition and Recall (cont’d) • The Recall Controversy  Recall simply measures whether an ad is received but not whether the message is accepted  Recall is age-biased in favor of younger consumers  Recall scores generated by ads are not predictive of sales performance—scores and sales do not increase in tandem  Recall testing understates .  Doesn’t provide a before-the-fact indication Doesn’t provide a before-the-fact indication  Offers important information for evaluating a Offers important information for evaluating a commercial’s. (pretesting) Copy development stage (pretesting)  “ “ Rough” stage Rough” stage  Final production stage Final production stage  After media run (posttesting) After media run (posttesting) ©. have brand Does a particular advertisement have brand equity-enhancing and product sales-expanding equity-enhancing and product sales-expanding potential? potential?  Brand awareness Brand awareness  Brand