MODULE 6
MONITORING EVALUATION CONTROL
Ms. Jaya Shetty
Assistant Professor
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Department Of Business Administration
MITE, Moodabidri
Positioning Advertising Copy Test (PACT) Principles
- Provide measurements relevant to objectives of advertising
- Require agreement on how results will be used
- Provide multiple measures
- Be based on a model of human response to communication
- Consider multiple versus single exposure to the stimulus
- Require alternative executions to have same degree
- Provide controls to avoid biasing effects of exposure
- Take into account basic considerations of sample control
- Demonstrate reliability and validity
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Pros and Cons of Measuring Effectiveness
| Advantages | Disadvantages |
|---|---|
| Avoid costly mistakes | Cost of measurement |
| Evaluate alternative strategies | Research problems |
| Increase efficiency in general | Disagreement on what to test |
| Determine if objectives are achieved | Time |
Measuring Advertising Effectiveness
What to test
- Source factors
- Message variables
- Media strategies
- Budget decisions
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Where to test
- Laboratory tests
- Field tests
How to test
- Testing guidelines
- Appropriate tests
When to test
- Pretesting
- Posttesting
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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 advertisement | When the advertisement run | After release of advertisement |
1) PRE - TESTING
- 1) Testing in print advertising
- 2) Testing in television and radio advertising
- 3) Physiological testing
- 4) Other methods of testing
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1) Testing in print advertising
- Direct Questioning
- Focus group
- Portfolio test
- Paired Comparison Test
- Order- of- merit test
- Direct mail test
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2) Testing in television and radio advertising
- Central location test
- Trailer test
- Theatre test
- Live telecast test
- Sales experiment
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3) Physiological testing
- Pupillometry device
- Eye - movement camera
- Galvanic skin response
- Voice pitch analysis
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4) Other methods of testing
- Consumer jury
- Laboratory stores
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2) CONCURRENT TESTING
- 1) telephonic survey
- 2) interview test
- 3) passers- by -count test
- 4) customer dairy test
- 5) mechanical test
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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
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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 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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