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MEASURING ADVERTISING EFFECTIVENESS - Media Profile For Advertising
MARKETING MANAGEMENT - PROMOTION DECISION
MEASURING ADVERTISING EFFECTIVENESS - Media Profile For Advertising
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Good planning and control of advertising depend critically on measurement of advertising effectiveness. A lot of effort is, therefore, spent on fundamental research on advertising effectiveness.
MEASURING ADVERTISING EFFECTIVENESS
Good planning and control of advertising depend critically on measurement of advertising effectiveness. A lot of effort is, therefore, spent on fundamental research on advertising effectiveness.
The most important measurement of advertising effectiveness is of an applied nature, dealing with specific ads and campaigns. Most of the money is spent by ad agencies on pre-testing ads, and much less is spent on post-evaluation of their effects.
Many companies develop an advertising campaign, put it on the national market and then evaluate its effectiveness. It would be better for them to limit their campaign to one or a few cities first and evaluate its impact before rolling the campaign throughout the country with a very large budget.
Measuring advertising effectiveness could be of two types according to the objectives of the advertisers:
Communication Effect Research,
Sales Effect Research.
The study seeks to discover if advertising is achieving the intended communication effect. This method is also known as “Copy Testing”. The objective of this research is an improvement in the present system.
The testing can be categorized into two types:
1. Pre-testing of advertising campaign, and
2. Post-testing of advertising campaign.
Three major methods of ad pre-testing are:
- Direct Rating
- Portfolio Test
- Laboratory Test
In this type, respondents are asked questions to rate the alternative ads. These ratings are used to evaluate an ad’s attention, read through, cognitive, effective and behavioural strengths.
The following steps can be adopted.
- Attention strength
- Read through strength
- Cognitive strength
- Effective strength
- Behavioural strength
Primarily helps in screening out poor ads rather than identifying great ads
Good planning and control of advertising depend critically on measurement of advertising effectiveness. A lot of effort is, therefore, spent on fundamental research on advertising effectiveness.
The most important measurement of advertising effectiveness is of an applied nature, dealing with specific ads and campaigns. Most of the money is spent by ad agencies on pre-testing ads, and much less is spent on post-evaluation of their effects.
Many companies develop an advertising campaign, put it on the national market and then evaluate its effectiveness. It would be better for them to limit their campaign to one or a few cities first and evaluate its impact before rolling the campaign throughout the country with a very large budget.
Measuring advertising effectiveness could be of two types according to the objectives of the advertisers:
Communication Effect Research,
Sales Effect Research.
Communication Effect Research
The study seeks to discover if advertising is achieving the intended communication effect. This method is also known as “Copy Testing”. The objective of this research is an improvement in the present system.
The testing can be categorized into two types:
1. Pre-testing of advertising campaign, and
2. Post-testing of advertising campaign.
Three major methods of ad pre-testing are:
- Direct Rating
- Portfolio Test
- Laboratory Test
Direct Rating
In this type, respondents are asked questions to rate the alternative ads. These ratings are used to evaluate an ad’s attention, read through, cognitive, effective and behavioural strengths.
The following steps can be adopted.
Evaluate ad’s
- Attention strength
- Read through strength
- Cognitive strength
- Effective strength
- Behavioural strength
Method of evaluation through rating scale.
Primarily helps in screening out poor ads rather than identifying great ads
Tags : MARKETING MANAGEMENT - PROMOTION DECISION
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