Marketing Communications - Chapter 10 pdf

© 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 Objectives 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 Objectives (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 What Do Brand Managers and Ad Agencies Want to Learn from Message Agencies Want to Learn from Message Research? 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 [...]... © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 17 Figure 10. 2 Script for Taco Bell’s “Carne Asada Taquitos” Commercial © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 18 Figure 10. 3 Advertising Response Model (ARM) for the “Carne Asada Taquitos” Commercial © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 19 Figure 10. 4 Key Scenes... produce positive sales gains when the focal brand is advertised of South-Western, a partunder real-world, in-market conditions © 2 010 Cengage Learning All rights reserved 10 26 Table 10. 2 ARS Persuasion Scores and In-Market Results © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 27 Measures of Sales Response • Single-Source Systems  Gather purchase data from panels of households and... a part of Cengage Learning All rights reserved 10 32 Figure 10. 6 Illustration of a Commercial with a Strong Selling Proposition © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 33 Table 10. 3 BehaviorScan Tests of Advertising Effectiveness for 23 Frito-Lay Brands © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 34 Conclusion 2—More Is Not Necessarily Better:... of the “Thanking the Troops” Commercial © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 20 Figure 10. 5 Advertising Response Model (ARM) for the “Thanking the Troops” Commercial © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 21 Measures of Recognition and Recall (cont’d) • Day-After Recall Testing  The Ipsos-ASI Next*TV Method 1 Recruit viewers 2 Mail... rational or thought-oriented commercials © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 24 Measurement of Emotional Reactions Measuring Consumers’ Emotional Responses to Advertisements Brain Imaging (fMRI) Self-Report Measures (Verbal and Visual) © 2 010 South-Western, a part of Cengage Learning All rights reserved Physiological Measures (Galvanometer and Pupillometer) 10 25 Measures... (e.g., four-color ads) © 2 010 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 © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 15 Measures of Recognition and Recall (cont’d) • Bruzzone Research Company (BRC)  Conducts... Response Determines whether an advertising campaign has affected consumers’ purchases of an advertised brand © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 11 Table 10. 1 Illustrative Message Research Methods © 2 010 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... persuasive) has no likelihood of increasing sales even if the TV ad weight is doubled or tripled © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 35 Table 10. 4 Relations among Advertising Weight, Persuasion Scores, and Sales © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 36 ... characteristics and with information about causal marketing variables such as advertisements that influence household purchases • Data Collection Technology  Electronic television meters  Optical laser scanning of universal product codes (UPC symbols)  Split-cable technology © 2 010 South-Western, a part of Cengage Learning All rights reserved 10 28 Single-Source Systems • ACNielsen’s ScanTrack  Panel... Associated Read some © 2 010 South-Western, a part of  Cengage Read most rights Learning All reserved  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) © 2 010 South-Western, a part . pre- and post-testing of consumer preference. Chapter Objectives After reading this chapter you should be able to: © 2 010 South-Western, a part of Cengage Learning. All rights reserved. 10 2 5 (e.g., four-color ads) (e.g., four-color ads) © 2 010 South-Western, a part of Cengage Learning. All rights reserved. 10 15 Starch-Rated Advertisement for the Kia Sorento Figure 10. 1 • 39%. of an advertised brand. © 2 010 South-Western, a part of Cengage Learning. All rights reserved. 10 12 Illustrative Message Research Methods Table 10. 1 © 2 010 South-Western, a part of Cengage