推广策略measuingeffectivenss.pptVIP

2004/10/27 Measuring Advertising Effectiveness Measuring Advertising Effectiveness Testing Methods Pretesting Laboratory Methods Consumer juries Portfolio tests Physiological measures Theater tests Rough tests Concept tests Reliability tests Comprehension tests Reaction tests Pretesting Field Methods Dummy ad vehicles On-air tests Posttests Field Methods Recall tests Association measures Single-source systems Inquiry tests Recognition tests Tracking studies The Testing Process Rough Art, Copy, and Commercial Testing Consumer juries Potential viewers (consumers) evaluate ads Viewers give their reactions and evaluation Viewers rate or rank order the multiple ads Juries typically have 50 to 100 participants An overall reaction to each ad is obtained A rank ordering of ads is also obtained Rough Testing Terms Commercials can be tested in animatic form Pretesting Finished Print Ads Pretesting Finished Broadcast Ads Physiological Measures Physiological Test Measures Pupil dilation Instrument: pupilometer Dilation associated with action Constriction indicates disinterest Physiological Test Measures Galvanic skin response (GSR) [aka Electodermal response (EDR)] GSR/EDR characteristics: Sensitive to affective stimulation May present a picture of attention May measure long-term recall Useful in measuring effectiveness Using EyeTracking to test ads Posttests of Print Ads-1 Inquiry tests measure the effectiveness based on inquires generated from ads appearing in various print media Posttests of Print Ads-2 Recognition tests (Starch Readership Report) Noted Score – percentage of readers who remember seeing the ad Seen-associated score – percentage of readers who recall seeing or reading any part of the ad identifying the brand Read-most score –percentage who report reading at least half of copy portion of ad Purports to measure . . . Pulling power of elements of the ads Effectiveness of competitors’ ads Comparison of alternative executions of ads Readership scor