Advertising Research

Advertising Research
Also known as media research
Measurement of Advertising Effectiveness
Product Appeal Research:
Measure the attitude of the customer
Determine the effect of advertising on these attitudes
Aim should be to change the unfavorable attitude to favorable one
Essential to show the competitive advantage

Copy Testing
Also termed as Advertising Message Research
Objective: to appraise the alternative ways to present the
advertising message.

Two aspects are needed to be measured:

Communication effect: Degree to which the Ad
Convey its meaning to the consumers
Sales effect: The capability of Ad to influence the
consumers mind to make purchase or repeat
purchase

Pre-testing
Post-testing

Copy Testing
Pre testing:
Before test or pre publication test
To know the ad effectiveness before it is released
in the media.
Tests:
Consumer Jury tests
Laboratory tests
Inquiries
Stimulated sales tests
Portfolio tests

Consumer Jury tests

Jury comprises of a group of hypothetical consumers
Asked to rate the advertisement
For TV, radio and print media.

Procedures adopted:
Order of merit- ranking of the Ads according to
the preference of the jurors.
Paired comparisons-two advertisement are
compared at a time by the jurors.

Consumer Jury tests

Merits:
Separate the weak ads from very strong ones
Very simple and easy to demonstrate
Economic and quick

Demerits:
Selection of perfect jurors samples is too difficult
It is difficult to fix a criterion on which evaluation can be
done
Jurors may reply in a biased manner
It is more theoretical.

Laboratory tests
Physiological Reactions in respondents are measured
Three principal measuring devices are used
Eye camera: measures favorable and unfavorable attitudes
towards ad.

Psycho galvanometer-measures galvanic skin response to ad.

Perceptoscope: measures respondents arousal of interest in a
particular ad.

Qualified and experienced experts can extract worthwhile

information.

Inquiries
The number of inquiries an advertisement is able to attract
after it is run on an experimental basis.
The ads carry some offers to consumers and are published
one by one on different issues of magazines or newspaper

Advantages and limitations:

Major advantage is that it is quick and systematic.
Drawback is that all people making inquiries may not be
potential customers of the product.
Very expensive and needs a lot of precaution in designing
the ads

Simulated Sales Test

Exposes the consumers to alternative copies
of the ad through
point-of-purchase display
or direct mail

Portfolio method
A number of dummy ads are put in a folio along
with the Ad to be tested.
After closing the folio, the consumer is asked to
play back what he has seen about each ad
The ad about which maximum content are
played back is regarded as the best
Method is simple, quick, and very economical

Post Testing
Not only measures the effectiveness of the
ad but also attempts to find
Why a given ad is effective or ineffective?

Techniques:
Recognition tests
Recall tests
Aided recall
Unaided recall

Advertising budget