Download VTU MBA 4th Sem 16MBAMM402-Integrated Marketing Communication IMC Module 6 -Important Notes

Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM402-Integrated Marketing Communication IMC Module 6 Important Lecture Notes (MBA Study Material Notes)

MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
3)Physiological testing
Pupillometry device
Eye ? movement camera
Galvanic skin response
Voice pitch analysis
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
3)Physiological testing
Pupillometry device
Eye ? movement camera
Galvanic skin response
Voice pitch analysis
4)Other methods of testing
Consumer jury
Laboratory stores
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
3)Physiological testing
Pupillometry device
Eye ? movement camera
Galvanic skin response
Voice pitch analysis
4)Other methods of testing
Consumer jury
Laboratory stores
2) CONCURRENT TESTING
1)telephonic survey
2)interview test
3)passers- by ?count test
4)customer dairy test
5)mechanical test
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
3)Physiological testing
Pupillometry device
Eye ? movement camera
Galvanic skin response
Voice pitch analysis
4)Other methods of testing
Consumer jury
Laboratory stores
2) CONCURRENT TESTING
1)telephonic survey
2)interview test
3)passers- by ?count test
4)customer dairy test
5)mechanical test
3)POST TESTS
1)recall test
a) aided recall
b) unaided recall : DAR ( Day After Recall)
TPT ( Total Prime Time)
2)brand persuasion test
3)sales effect test
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
3)Physiological testing
Pupillometry device
Eye ? movement camera
Galvanic skin response
Voice pitch analysis
4)Other methods of testing
Consumer jury
Laboratory stores
2) CONCURRENT TESTING
1)telephonic survey
2)interview test
3)passers- by ?count test
4)customer dairy test
5)mechanical test
3)POST TESTS
1)recall test
a) aided recall
b) unaided recall : DAR ( Day After Recall)
TPT ( Total Prime Time)
2)brand persuasion test
3)sales effect test
Other methods
Concept testing
Copy testing
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
3)Physiological testing
Pupillometry device
Eye ? movement camera
Galvanic skin response
Voice pitch analysis
4)Other methods of testing
Consumer jury
Laboratory stores
2) CONCURRENT TESTING
1)telephonic survey
2)interview test
3)passers- by ?count test
4)customer dairy test
5)mechanical test
3)POST TESTS
1)recall test
a) aided recall
b) unaided recall : DAR ( Day After Recall)
TPT ( Total Prime Time)
2)brand persuasion test
3)sales effect test
Other methods
Concept testing
Copy testing
DIFFICULTIES IN EVALUATING ADVERTISING
EFFECTIVENESS
Advertising is not the only factor affecting the
sales
Effect of past advertisement
Difficult to evaluate the effectiveness of good will
advertisement
Ad- effectiveness using a communication
objective is not sufficient in itself
Subjective method for measuring advertising
effectiveness
Difficult to evaluate percentage response.
Difficulties of sampling methods.
FirstRanker.com - FirstRanker's Choice
MODULE 6
MONITORING
EVALUATION
CONTROL
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principle
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
Pros and Cons of Measuring Effectiveness
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages
Disadvantages
How to test
? Testing guidelines
? Appropriate tests
Measuring Advertising Effectiveness
When to test
? Pretesting
? Posttesting
Where to test
? Laboratory tests
? Field tests
What to test
? Source factors
? Message variables
? Media strategies
? Budget decisions
STAGES OF EVALUATION
Pre ? testing of advertising
Concurrent testing of advertising
Post testing of advertising
PRE - TESTING CONCURRENT
TESTING
POST - TESTING
Prior to
release
of
advertis
ement
When
the
advertis
ement
run
After the
release
of
advertis
ement
1) PRE - TESTING
1) Testing in print advertising
2) Testing in television and radio
advertising
3)Physiological testing
4)Other methods of testing
1) Testing in print advertising
Direct Questioning
Focus group
Portfolio test
Paired Comparison Test
Order- of- merit test
Direct mail test
2) Testing in television and radio
advertising
Central location test
Trailer test
Theatre test
Live telecast test
Sales experiment
3)Physiological testing
Pupillometry device
Eye ? movement camera
Galvanic skin response
Voice pitch analysis
4)Other methods of testing
Consumer jury
Laboratory stores
2) CONCURRENT TESTING
1)telephonic survey
2)interview test
3)passers- by ?count test
4)customer dairy test
5)mechanical test
3)POST TESTS
1)recall test
a) aided recall
b) unaided recall : DAR ( Day After Recall)
TPT ( Total Prime Time)
2)brand persuasion test
3)sales effect test
Other methods
Concept testing
Copy testing
DIFFICULTIES IN EVALUATING ADVERTISING
EFFECTIVENESS
Advertising is not the only factor affecting the
sales
Effect of past advertisement
Difficult to evaluate the effectiveness of good will
advertisement
Ad- effectiveness using a communication
objective is not sufficient in itself
Subjective method for measuring advertising
effectiveness
Difficult to evaluate percentage response.
Difficulties of sampling methods.
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