Communication and

Advertising Research

Caguimbal
Coronel
Enriquez
Magalit
Rebullante
Roman
Siscar
 A Brief Introduction to
Communication Research
ØPurpose


 1. Minimize risks and creates

alternatives
 2. Allows examination through the
consumer’s perspective
 3. Increases the potential success
of the final output

 A Brief Introduction to
Communication Research
ØGoal


 1. Discover consumers reaction

and its reason
 2. Strengths and Weaknesses
 3. Potentials and Limitations



 Preparing for Communication
Research
1.Creation of test advertisements
2.Specification of respondent
rharacteristics
3.Selection of research methodology
4.Construction of the communication
questionnaire
 Strategic Advertising
Planning and the role of
research
• To improve decision-making in each
stage of advertising planning
process
• Situation analysis or strategic
research is first
PRODUCT TESTING
– Product concept=consumer
needs assesment
– Product
prototype=translation of
the motivating product
concept into a physical
sensory form



• Product Test and Product Positioning
Relationship
– “tangibilizing the intangible”
 --“see and to make concrete”


 What it does
 What it is
 Whom it serves
 What it means to the consumers
• Product Concept Testing
– Exposure to concept card
– Opportunity to position the product in
their own terms
– Rating specific aspects & overall
rating
• Product Prototype Testing
–
• Blind VS Identified Testing
–
• On-the-spot VS Home-Placement
Testing
–
• Central Location VS House-to-House
Testing
–
• Monadic VS Paired Comparison VS
Monadic Sequential Testing
–
• In-House VS Field VS Expert Testing
–
• Immediate VS Extended Usage
Testing
–

BRAND NAME TESTING

How to Use Brand Name

Testing to Resolve Brand
Equity Issues
 Brand Name Testing and New
Product Introduction
• In introducing a new product,
branding is important
• The Brand Name is often referred to
as a symbolic’s dress
• A wrong name diverts the market
attention to an irrelevancy
So, What Is the Right Name For
My Brand?
• A Brand Name is right when it
effectively performs two marketing
functions:
– The name gives recognizability to the
product
– The name lends a positive, relevant
meaning to the new product
• Other considerations in choosing the
right name:
– The name should hinder competitors
from imitating it once it has been
established


–

– Avoid names that are mere products
deciptors (e.g. “Easy-Off”, “Zippo”)
– The ideographic character of their
language must be considered in
developing and in promoting a
brand name
Generating Brand Names to
Test
• “Representative Sampling”
– “population of pertinent names”
 Testing the Generated Brand
Names
• Each name in the list must initially be
screened
1.Is this the kind of brand name that
will hinder competitors from
imitating it once it becomes
established?
2.Is this name a mere product
descriptor of what this new
product is or does
3.Language-ideographic
 Testing Proper
• TEST OF MEANING
• TEST OF RECOGNIZABILITY
• Winning Brand Name
 BRAND EQUITY RESEARCH
• Brand Name becomes synonymous
for “reputation”
 Brand Name and Brand
Equity
• BRAND EQUITY:
– The goodwill adhering to brand name
– The incremental cash flow resulting
from the product with brand name
versus that which would result
without brand name
– The added value that a brand endows
a product (with the brand define as)
a name, symbol, or mark that
enhances the value of product
beyond its functional purpose
– Consumers’ reactions to an element
of the marketing mix for the brand
in comparison with their reactions to
the same marketing mix element
attributed to a fictitiously named or
unnamed version of the product
Brand Equity Determinants and
Major Contributory Factors
• “Dimension of Brand Equity” –Keller
(1993)
1.Brand equity is a function of brand
awareness and brand image
2.Brand awareness has two component
elements: brand recall and brand
recognition
3.Brand image is more complex
4.The major brand association types
are attributes, benefits, and
5. Attribute-type brand associations
are non-product and product related
ones
6. Benefit-type brand associations are

functional, experiential, and symbolic

7. Functional and experiential benefits

“correspond to the product-related

attributes,” while symbolic benefits
“correspond to non-product-related
attributes”
8. Brand attributes are closely related


to product-related attributes and

benefits since attributes are “salient
beliefs” that consumers have about
“the extent to which the brand has
certain attributes or benefits”
• Reduced eight-variable
1.Brand recall and brand recognition for
brand awareness
2.For brand image,
a.The favorability
b.The strength
c.The uniqueness of brand associations
with:
i. Product-related attributes that include
functional and experiential benefits
ii.Non-product-related attributes that include
symbolic beliefs
 MEASUREMENT
• Brand Awareness
– Brand Recall
• Consumers’ ability to retrieve the
brand when given the product
category, that needs fulfilled by the
category, or some other type of
probe as a cue
• UAI – total brand awareness
– Brand Recognition
• Consumers’ ability to confirm prior
exposure to the brand when given
the brand as a cue
• UAI – brand aided awareness
– UAI data: obtain total awareness
– UAI’s total awareness becomes the
measure of brand awarenss
 MEASUREMENT
• Brand Image (Brand Association)
– Favorability
• if consumers believe it is good that the
brand has those attributes or image
– Strength
• How much a person thinks about
information, and on… the manner in
which a person thinks about the
information
– Uniqueness
• Provides insight into the extent to
which brand associations are not
shared with other brands
 Chapter 9: Package Testing
Ø A Brief History of Packaging
 - Decade of Mass Marketing
 -Coca Cola’s bottle
 -Cosmetics Industry


Ø Packaging in Today’s standpoint

 -Packaging as a major element in
the marketing mix, now as product
variable

 Chapter 9: Package Testing
Ø Variables in the Decision
 1. Product’s Target market
Segment
 2. Container a given format needs



 Chapter 9: Package Testing
Ø The Format Decision and its Research
Support


The Key factors are



1.Market Segmentations
2.The Analysis of Market Segment
 Chapter 9: Package Testing
Ø Package-Container Decision and Its
Research Support
1. The packaging as the point-of-

purchase salesman to the buying

consumer.
2. The retailers are concerned with the

entire packaging.
 Chapter 9: Package Testing
Ø Package Testing with Consumers
-Packaging Dimension – the visible and

other tangible characteristic of a

package
 1. The packaging material
 2. The color of the package
 3. Its label, shape, copy, size,
weight, symbols and scent.
 Chapter 9: Package Testing
A.Functions at the point of purchase
1. Attract

2. Recognition

3. Brand Distinctiveness

4. Product Description

5. Exposure

6. Point-of-purchase promotion

7. Safety
 Chapter 9: Package Testing
Ø Functions while in use
1. Safe Usage

2. Convenience

3. Lengthen the shelf life


 Chapter 9: Package Testing
Ø Functions after Product Usage
1. To serve others uses after

consumptions
2. Assure social and ecological safety


Ad Copy Testing
• the study of advertising
prior to launching it
• predicts the effectiveness of
an ad
•
• Ad Copy Pre-testing: before
the advertising campaign
breakout
• Ad Post-test: after the
advertising campaign
 Pre-testing criteria

1. ad test effectiveness

-principle of test generalizability in the

downside


2. pre-testing cost


3. pre-testing speed

Survey Research Group (SRG)


-“a standardized advertising copy



research system”


-to have a realistic market setting


 Ad Effectiveness
 1. Persuasion effectiveness
 % of the people choosing the
TVC in the
 second raffle
 - % of the people choosing the TVC in
the
 first raffle

 2. Ad awareness effectiveness
 unaided awareness
 + product category aided awareness
 + brand aided awareness
3. Ad recall effectiveness
 - recall score


4. Ad copy comprehension effectiveness



5. Comparative overall ad image effectiveness

 - average rating


6. Attitude toward the ad effectiveness

 - % of liking

7. Set of three specific ad image
effectiveness
 - appeal, believability,
understandability


8. Advertised product image



effectiveness


9. Purchase interest effectiveness




 ADD+IMPACT’S
EFFECTIVENESS MEASURES
• What were your ideas and thoughts?
How do you feel towards the test
ad copy?
•
•
• What was the ad all about?
•
•
•
• According to what you have
understood, what was the ad trying
to communicate about the brand?
•
• What was the name of the brand and
product advertised?
•
Statements respondents use to rate


the ADVERTISEMENT:


• “I liked/disliked the ad.”

• “The people in the ad are my kind of
people.”
• “It’s jingle is one that I would
remember.”
• “I was offended by this ad.”
•
Statements respondents use to rate


the advertised BRAND:



• “That ad left me a good feeling about

the brand.”
• “That brand really suits my lifestyle.”
• “That ad made me want to try the
brand.”
 TEST AD COPY SUMMARY
POSITION GRID
Non-bonded vs. Bonded

AD COPY EFFECTIVE
WITH POTENTIALS AD COPY

AD COPY AD COPY
THAT LEAVES THAT LEAVES
AUDIENCE AUDIENCE
UNTOUCHED ENTERTAINED
Non-attentive vs. attentive
NON-BONDED vs 11 PREDICTIVE AND
DIAGNOSTIC BONDING
BONDED FACTORS

ATTENTIVE vs 12 PREDICTIVE
NON-ATTENTIVE AND DIAGNOSTIC
ATTENTION FACTORS
Ad Post-Testing
• Ad post-testing –
effectiveness of Media and
Copy
• -initial part of an Ad tracking
study
•
 Post-Testing Techniques

• DAR (Day-after-Recall) gathers ad

recall effectiveness data via
interviews with a random sample of
qualified members of the TV
commercial audience. Conducts
interviews a day after the airing of
the TV commercial.

• PAE (Post-Ad Effectiveness) – This
post-test gathers DAR and UAI type
of ad effectiveness data via
interviews with representative
respondents of the ad’s target
audience. The data collection takes
place three to six months after the
campaign’s breakout date

• -considers an ad effective when it
initiates within each target
audience member an internal
change beyond ad awareness and
recall.
•
• PAE effectiveness measures
• Brand awareness measure
• advertising awareness
• measures of advertising images

• ad recall measure = media weight +
ad copy
• brand recognition, copy ownership
effectiveness – to what extent the
major copy points in its ad are
property of the brand

• measures of brand images
• brand-trial usage measure
• two alternative measures of brand
share of market

• media weight – combination of
media mix and media schedule
• ad recall effectiveness – percent
of the post-tested consumers who
are able to remember at least one
item in what the ad said or showed
•
• brand images measurement –
how consumers rate the brand on a
set of product attributes


experience-based – product over

advertising
perception-based – advertising over

product
credence-based – consumers are

unable to test the truth by their

• Test Marketing Study – This
approach consists of two data
gathering studies:
•  monthly retail trade audits for
measuring the ad’s sales
effectiveness
• series of quarterly consumer surveys
for measuring the program’s ad
awareness, recall, ad and brand
attitude and image effectiveness
 Title

• Targeted Brand image =

repeated ad exposures +
satisfactory purchase + usage
experiences
•
 Ad Tracking Studies

• ad exposure – advertising media

task
• media – distributor of an ad
campaign’s messages
• -distribution efforts to make the
messages available to the target
audience



 Title

• ad processing – audience’s
immediate response to the ad
• ad communication proper –
incidence among the target
audience of the campaign’s target
responses

• target audience action
• sales or market share attainment
• profit realization

 Tracking Exposure and
Processing Effects
• Ad awareness – “proof that people
attended to the ad”
• Ad recall – “proof that people
processes the ad in relation to the
brand
• Cut through – correct association of
the brand with the advertisement
• -ad recall and brand copy ownership
•
• 1. Executional cut-through -
percent of consumers who describe
at least one things from the ad
execution for the brand that
uniquely identifies the recall
resulting from an exposure to that
particular ad
•
• 2. Branded cut-through – percent
of consumers who attributed the ad
to the brand whether or not they
described the ad execution
•
• Advertising Wearout – decline of
the ad ; point when people grow
tired of the ad
•
 Media Research for the
Exposure Stage
• -advertiser and agency side
• -ad message distribution whose
concern is ad placement and
availability
•
 Reach, Frequency, GRP
• GRP (Gross Rating Points)– used
as measurement for media
exposure
• Multiplicative combi of reach and
frequency
• Reach – number or percent of media
audience who have been exposed
to the ad once during a four-week
perioid
• Frequency –average number of
• TV Ratings
• -average audience rating
• -percent of households tuned in to an
average minute of a particular
program
•