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Why to test What to test When to test Where to test How to test
Why to Test
Avoiding costly mistakes Evaluating alternatives strategies Increasing the efficiency of advertising in general Determining if objectives are achieved.
Cost Research problem Disagreement on what to test The objections of creative Time
What to Test
Source factors: spokesperson. Message variables: message & means. Media strategies
Media decision Vehicle option source effect Scheduling: fighting vs. pulsing or continuous
Budgeting decisions
When to Test
Pretesting
Pros: feedback is relatively inexpensive. Cons: less effective than final ads; time delay. the current objective & the next objective Ex. Lowes
Posttesting
Where to Test
Laboratory tests
Pros: control. Cons: lack of realism testing bias. Pros: realism. Cons: lack of control; competitors; sabotage; take more time and money.
Field tests
How to Test
Concept generation testing Rough art, copy, and commercial testing Pretesting of finished Ads Market Testing of Ads
A focus group is a gathering of 6 to 10 people who are invited to spend a few hours with a skilled moderator to discuss a product, service, organization, or other marketing entity. Useful exploratory step Avoid generalizing the reported feelings of the focus-group participants to the whole market.
Concerns: (1) whether the ad or commercial conveys the meaning intended; (2) the reaction the ad generates. Personal interview, group interview, focus groups.
Consumer Juries
The consumer may become a self-appointed expert. The number of ads that can be evaluated is limited. A halo effect is possible. Preferences for specific types of advertising may overshadow objectivity.
Portfolio tests Readability tests Dummy advertising vehicles Theater tests On-air tests Physiological measures
Portfolio Tests
Procedure Assumption: ads that yield the highest recall are the most effective. Weaknesses
Many factors may affect recall, ex. testing bias, product interest and interviewer instruction. Recall may not be the best test.
Readability Tests
Flesh formula Consider: syllables, length, familiarity. Copy is best comprehended when sentences are short, words are concrete and familiar, and personal references are drawn. Pros: offer objective standard. Cons: too mechanical, no feedback, no creativity.
Procedure Pros: more real than the portfolio test. Cons: testing bias; product interest.
Theater Tests
Procedure Pros: control; the established norm; identify strong or weak commercials. Cons:
On-Air Tests
Insertion in TV programs in specific markets Limitations are imposed by day-after recall Sources of measurement errors:
The position of the ad The adjacent program content The number of commercials shown
Physiological Measures
Subject
Male Female Nude Female
Stimulus Object
Nude Male
Nude Infant
GSR/EDR characteristics:
Sensitive to affective stimulation May present a picture of attention May measure long-term recall Useful in measuring effectiveness
Method:
Eye movements are tracked using . . .
Fiber optics Digital data processing Advanced electronics Print ads and material Billboards Commercials
Scan paths on
Output:
Relationships among what is . . .
Seen Recalled Comprehended
Many Internet users largely ignore banner ads. Static banner ads elicited no reactions in the traditional physiological measures and animated ads elicited a mild response, with both types being less effective than television advertising. Viewers eyes first went to the text on the news sites, ignoring graphics and ads, but they later viewed as many as 45 percent of the banners thought only for an average of one second.
Hemispheric lateralization
Distinguishes between activity in the: Left hemisphere of the brain
Processes visual stimuli
Day-after recall tests Persuasive measures Diagnostics Comprehensive measures Test marketing Single-source tracking studies Tracking print/broadcast ads
Inquiry tests measure the effectiveness based on inquires generated from ads appearing in various print media
Informal inquiry of customers, prospect Ads in successive issues, same medium Split-run tests, different ads, same medium Runs of same ad, different media
Ad Response Methods
Methods used frequently or very frequently by 2705 respondents
INDIRECT METHODS Return reader service cards Save ads for reference Discuss advertising products with others Pass ads on to others for possible action DIRECT METHODS Send back reply cards/coupons Contact vendors' websites Telephone manufacturers Telephone local distributors/reps Go to magazine websites Stop at vendors' trade show exhibits Discuss products with sales reps Send faxes to vendors Contact distributors' websites Send e-mail messages Mail notes to vendors
41% 35%
30%
26% 31% 28% 23% 22% 21% 20% 20% 17% 15% 10% 6%
0%
10%
20%
30%
40%
50%
Purports to measure . . .
Pulling power of elements of the ads Effectiveness of competitors ads Comparison of alternative executions of ads Readership score indications of involvement
Recall Tests
Pros: readers involvement; distinctiveness of ads; test is not strong enough. Suggestive brand names Correlation between recall and recognition Ads with higher recall: likable, interesting, creative, larger.
Since recall tests best reflect the degree of attention and interest in an ad, claims that the tests predict the ads impact on sales may be going too far. Recall is a necessary but not sufficient measure. It is unwise to look to recall for an accurate assessment of commercials sales effect.
The procedure is to telephone 150 to 300 program viewers the day after a television commercial appears. They are asked if they can identify the brand correctly, they are then given the product category and brand and asked if they recalled the commercial. They are then asked for anything they can recall about the commercial, what was said, what was shown, and what the main idea was.
Cons
Limited samples, high costs, and security issues. DAR test may favor unemotional appeals. Program content may influence recall. A prerecruited sample may pay increased attention to the program and the ads.
Persuasive Measures
Taking a brand preference, purchaseintent or frequency of purchase measure when the video is delivered and then again the next day.
Diagnostics
Designed to garner viewers evaluations of ads, as well as how clearly the creative idea is understood and how well the proposition is communicated. Rational and emotional reactions to the ads are also examined.
Objective:
Potential for impacting sales How ad contributes to brand equity How it aligns with existing ad strategies, objectives How to optimize effectiveness
Method:
Consumers view videotape programs in their homes Ads are imbedded in the programs Day-after recall and persuasion scores Purchase intent and frequency Brand equity differentiation Relevance, communication and reaction diagnostics
Output:
Test Marketing
Procedure Ex. Seagram & Time uses three years to measure the effects of advertising frequency on consumers buying habits. Cons: cost, time, competitors reaction.
Track the behaviors of consumers from the television set to the supermarket checkout counter. Procedure Pros: control, ability to measure directly the ads effects on sales.