MEASURING ADVERTISING
EFFECTIVENESS:
Pre testing methods
Pre-testing is preferred
because it enables one to know how effective an advertisement is
likely to be, before spending the budget and adopting advertising
actions. The advertiser should use only those messages and media
which prove to be the strongest in producing the desired results. It
is important to adopt corrective methods against mistakes.
Pre-testing may be of
the following types:
Consumer
Jury: Consumer reaction has
greater validity than the reactions of non-consumers. Consumers can
provide true information on reaction to an advertising campaign.
Others may underestimate or overestimate the reactions. The copy,
illustrations, filming techniques, layout, etc. can be properly
evaluated by the consumers concerned with the product. The consumer
jury technique is adopted for print media, broadcast media and direct
mail.
Print Media:
The consumers selected may be asked either to evaluate
an advertisement or rate two or more advertisements. Each respondent
is asked to express his preference for each advertisement. The most
common method is to insert a questionnaire in the advertisement and
request the readers to indicate their preferences. Copywriters test
their creations on consumers. Some newspaper advertisers invite
consumers their office and invite their reaction to the advertising
copy or copies of magazines are sent to some consumers to find out
their reactions. The reactions of consumers are evaluated and any
inconsistency in advertising is removed.The major advantage is that
they separate out the weak advertisements from the strong at a low
cost and high speed. The actual consumers may suggest improvements
and modifications. Only conscious ratings are evaluated. Reply to the
questions in a very conscious manner may not give a correct
impression of advertisements.
BroadcastMedia:
Consumers are asked to come to the television studio
where they are shown different television programmes for final
consideration. Sometimes, the television advertisement messages are
pre-examined in different localities.
Direct
mail test: The
direct mail test is used through the mail. The post cards containing
copy appeal, each with a reply-paid card, is sent free-of-cost to
consumers, who are required to give their evaluation.
Storyboard
Tests: The storyboard
prepared for television advertising is tested before it is used. The
storyboard pictures are transferred to a film strip and the audio
section onto a tape. Vision and sound are synchronized and shown to
an audience for evaluation. This test uncovers the unnecessary part.
The important part of advertising is accepted for telecasting. The
anteroom trailer method is used to test the commercial. The anteroom
contains magazines, newspapers, distractions and television recorded
programmes.
Laboratory
Tests:The respondents are
placed in laboratory situations and are asked to explain the
measurements regarding the effectiveness of the advertisement.
Laboratory conditions offer a controlled environment that excludes
the variables which may invalidate the test. It is used to measure
awareness, attention, desire, retention, etc. For example, the
respondents are taken to a theatre, mock-up supermarkets or some
other place for experimental purposes.
Tachistoscope:It
is a projector that can project objects on to a screen at rates so
fast that the viewer cannot detect the message. It is slowed down to
a level where the message can be perceived easily. The respondents
should understand and appreciate the message, interesting words,
slogans, headlines, etc. They can be easily segregated from the less
interesting message.
Psychogalvanometer:It
is a mechanical device that measures the amount of perspiration. It
measures a respondent's reactions to new records and slogans.
Electrodes are attached to his palms to detect changes in electrical
resistance arising from perspiration. If the machine registers lower
electrical resistance it is the existence of tension. The main
objective is to attract attention to the product which is reflected
by the galvanic skin response. But it should not be concluded that
greater tension reflects the greater success of the advertisement.
Eye
Camera:The eye movements are
recorded by a video camera. It records the activity of the eye by is
movements. The audience is asked to look at a series of pictures on a
screen but unaware that their eye actions are being photographed. It
shows what the respondent sees. If a commercial is interesting and if
he is attracted by it, his eyes will be fixed on that. The
respondents may be asked some questions about the advertisement.
Pupil
Dilation:The size of the
pupil changes as people see different things. The change follows
different advertising stimuli. It becomes wider as greater interest
isaroused. The pupil shrinks if the eye is not interested. A
pupilometer records the dilation which is involuntary and measures
the interest shown by the respondent.
Attitude
Test:The attitude is closely
related to advertising effectiveness. Respondents are asked to give
answers to the questions on a seven-point bipolar scale about their
feelings about a particular advertisement. The semantic differential
rating scale has been used extensively to measure advertising
effectiveness. If the attitudes of potential customers are changed
toward the products, the advertisement is considered effective. The
attitude of potential customers or respondents can be measured
accurately on the attitude scale. This scale measures the position of
the consumers' attitudes on a continuum, varying from favourable at
one end and to unfavourable at the other end. This test is applied
before the use of the advertising media, message and campaign to find
out how far they would influence consumer attitudes.
Depth
Interviewing:It is concerned
with getting the respondent to react freely to the brand,
organisation and product. By suitable questions, the interviewer
brings out his unconscious reactions to the surface. The reactions
are noted to bring out the facts. Depth interviewing involves
non-structured questions. The flexibility and intelligence of the
interviewer identify the significant points made in the interview and
achieve meaningful and valid results. This technique is useful for
exploratory research, for ideas and suggestions
