MEASURING

ADVERTISING
AND CAMPAIGN
EFFECTIVENESS

SUBMITTED TO: KHUSHDIP MAM

SUBMITTED BY: SAKSHA SHARMA

M.Com. II, 5810

 DEFINITION
– The term Advertising Effectiveness is defined as the
degree to which the objectives of an advertisement or
advertising campaign have been achieved. Such
effectiveness is commonly gauged by measuring the effect
on sales, brand awareness, brand preference, and so on.
 OBJECTIVE
The effectiveness of advertising should be measured and evaluated on
multiple parameters like the originality, creativity and innovation in the
ad, attention value of the ad, understandability of ad, the acceptability
and credibility of the ad, technical aspect of running the campaign, its
overall impact on consumer's attitude and buying behavior, etc.

COMMUNICATION EFFECT

SALES EFFECT
 FACTORS TO BE TESTED
FOR EVALUATION

• REACH
• RECALL
• MEDIA
• FREQUENCY
CONTENT
• TIMING
• COST
• RETURN METHOD

BUDGET DECISION
 TESTING THE METHOD

– A) Advertising Method (ex: SEO, Banner v/s sponsorship)

.
b) Subclass (ex: regular v/s content sponsorship)
.
c) Location (ex: Banner at the top or Sky-Scraper on the side)
.
d) Time (ex: pre or post product release)
.
e) Size (ex: Pop-up (full page) or Banner (small bar at the top of
the page))
.
f) Vehicle Option Source Effect
 TESTING THE CONTENT

– A) If the ad is effective at getting the consumers attention

b) If the ad is informative enough to allow the consumers to
evaluate the product
c) If the ad is persuasive enough to convince the consumers to
try the product
d) If the ad is memorable as to ensure the consumers will
remember to make the purchase
e) If the ad is appealing to it’s intended target market
f) If the ad has the desired effect on the brand image (ex: if the
ad is consistent with the company’s other marketing efforts)
 TESTING THE BUDGET
DECISION
– a) Is the budget allocated to this ad campaign appropriate for its
size?
– b) Will a larger budget increase sales?
– c) Is the allocated budget greater than the anticipated sales?
– d) Should more money be spent in enhancing the current
campaign?
 WHERE TO TEST?

LAB TESTING FIELD TESTING

METHODS OF TESTING
– Given the complex
process of making
campaigns and
advertisements ,
there are three
phases like- pre
testing,
concurrent testing
and post testing
of the
advertisements.
These can be
further classified
on the basis of the
objectives of the
evaluation
process.
 PRE- TESTING-
COMMUNICATION
EFFECT
– Copy Testing: Copy testing is the study of
advertising (print, T.V., radio, billboards, Internet,
etc.) prior to launching it. No one knows how the
target audience will respond to a given ad. Copy
test helps take the guesswork out of advertising.
It predicts how effectively an ad will perform,
based on the analysis of feedback gathered from
the target audience. Each test will either qualify
the ad as strong enough to meet company action
standards for airing or identity opportunities to
improve the performance of the ad
 PRE TESTING-
COMMUNICATION
EFFECT
Consumer Jury: Advertisers use a test audience called a
consumer jury of potential buyer to test the advertised
product known as jurors
Various ways of conducting tests on the consumer jury are:
– The order of merit: Under this test points are given by jurors
to determine the best and worst advertisement.
– Portfolio test:, after looking through a portfolio of different
versions of a particular advertisement; respondents chosen
from the target market are asked to recall in detail those that
they can remember. Their recall level indicates an
advertisement’s ability to affect consumer’s knowledge and
interest for the product.
– Mock magazine test: This is very similar to the portfolio test
used for print media.
– Perceptual Mapping: The Perceptual mapping of attitude
change compares groups or individuals through time or
between experimental conditions and evaluates the
differences in perceptions held by consumers in different
experimental conditions with the use of multi dimension
scaling.
 PRE TESTING
( FOR BROADCAST MEDIA)
– In-home projection tests: In the consumers’ home itself a movie
projector is set up and the ad is screened. They are questioned both
before and after exposing them to the ad
– Trailer tests: As in case of any trailer activity two different groups of
customers are identified. One group is exposed to the ad that contains
coupons for purchasing some selective articles while the other group
is not given the coupons. If the consumers of the first group use
coupons for purchasing articles it can be inferred that the ad was
effective.
– Theatre test: A set of target audience is shown the trial ads in a
theatre. They are then given a questionnaire to be filled.
– Live telecast tests: As against the above artificial testing environments,
a real life live environment is chosen. The audience of this
environment is exposed to the test ads through live telecasting
PRE TESTING-COMMUNICATION
EFFECT
(BROADCAST MEDIA)
– Projective Technique: Instead of showing them an advertisement, the
researcher shows some pictures, words or situations and asks the
respondents to tell a story about it, fill the details or complete them.
– The types of projective techniques are as follows:
– Association: The researcher presents a word, or some unidentified
shape and the respondent is asked to tell the first word, thought or
image that occurs to him.
– Construction: The researcher presents a scene or picture and the
respondent is asked to make a story about it.
– Completion: The researcher shows an incomplete sentence or picture
and the respondent are asked to complete it with any words or in any
way he wishes.
– Laboratory Research Device: It uses specially designed equipment to
measure the physiological reactions – heartbeat, blood pressure, pupil
dilation, and perspiration – of the respondent to an ad Some such
technique include measuring interest levels by tracing ‘eye ball
movements’.
 POST TESTING-
COMMUNICATION EFFECT
– Recall Tests: The most popular posttests are the
brand recall test. These essentially check on the
recall levels of the ads, its content, and the brand
advertised.
– Aided recall: In this method individuals are shown
advertisements in which the brand name has been
marked and they are asked to tell which product is
advertised. This is used to test the ability to
remember brand marks, packages and slogans.
– Unaided recall: It involves asking the respondents if
they have seen the publication by showing them
only its cover and not inside ads contained in it.
They are then asked to name all the ads that can be
recalled in the publication.
POST TESTING

RECOGNISITION

BRAND PERSUAION

TRIPLE ASSOCIATION
PRE TESTING- SALES
EFFECT
– Inquiry test: This is designed to measure advertising
effectiveness on the basis of inquiries generated
from ads appearing in various print media. The
inquiry may be in the form of the number of
coupons returned, phone calls generated or direct
inquiries through reader cards
– Split Run Test: This test is the modification of the
above test and is normally used to test the print ad
the advertiser prepares the two different copies of
the ad carrying different coupons, free gifts or free
booklets. The ad is then run in such a way that 50%
of the medium carries one copy and other 50%
carries another copy.
PRE TESTING- SALES
EFFECT
– Intend to buy Test: In this test, readers of a
magazine, who have read the advertisement,
are asked about the effect of an ad is on their
buying intention for a product. Once they
express an intention to buy, a further probe of
the element of ad that influenced them most
to do so is assessed.
– Sales Experiments in Test Markets: The ad
campaign is run on a small scale to find out the
effectiveness of the ad before the ad campaign
is run for the entire market. The advertiser
selects a control market and a test market
POST TESTING- SALES
EFFECT
– Historical Sales: This test involves correlating the past sales
and profit with past advertising expenditure using advanced
statistical techniques. The result can reveal how far
advertisement was effective in generating or increasing sales.
The test can be used to different products, territories and ad
media.
– Experimental Tests: Experiment is conducted to assess
impact of advertisement on sales. Instead of spending same
percent of sales for advertisements in all territories or for
products, a company may spend different percentages of
sales for advertisements and find out whether high spending
territory or product have generated more sales.
 CONCURRENT
TESTING
– Telephonic Survey-
– Interview Test - Such a face-to-face interaction is generally
possible at POP (Point-of-Purchase).
– Passers-by-Count test – In this type of test, the number of
viewers stopping to view a signboard/billboard/poster are
counted..
– Customer Diary Test –some selected prospective consumers
are provided with diaries and are requested to note down
their opinions about the strengths and weaknesses of the ad
whenever they read or view the ad
– Mechanical Tests – In this type of test, the readers or viewers
of the ad are observed while they are actually reading or
viewing the ad with respect to their eye movement, etc.
 SUMMARY
– Hence we can conclude that it is essential for measuring
ad effectiveness in order to judge the various strategies,
ensure efficient utilization of resources, earning profits,
gain better market and customer insights.
– Most common method of evaluation is setting standards,
setting objectives, using various tests and models and
understanding the research and implementing it.
– It is a complex activity usually demanding more effort from
the marketer.