ADVERTISING

EFFECTIVENESS
Presented By:
Shilpa
Meenal
Monu
Chanchal
BIT Noida-BBA Batch
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INTRODUCTION
It was considered 3 or 4 decades ago that the evaluation of
advertising effectiveness is not easy. Which holds true even
today.

Despite of all the efforts made over the last three or four
decades to make advertising enable to management concepts
of goal setting, control and evaluation, there are still vague
areas when one comes to evaluating the results of advertising.

Proving the commercial value of advertising, that is, its
contribution to shareholder value, rather than just its creative
merit is what is meant by advertising effectiveness.


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THE NEED TO MEASURE ADVERTISING
EFFECTIVENESS
To justify money spent (budgets).
To determine if the advertising campaign should be stopped or
continued
To determine possible areas of modifications in the campaign
messages
To get some evidence of the relevance of advertising & the
practitioners.

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REASONS FOR AND AGAINST MEASURING
EFFECTIVENESS
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Reasons to Measure
Avoid Costly Mistakes
Evaluate Strategies
Increase Efficiency of
Advertising in General
Determine If Objectives
Are Achieved
Avoid Costly Mistakes
(e.g., Bad Print/TV Ads)
Evaluate Strategies (e.g.,
which medium should be used)
Increase Efficiency of Advertising
in General (e.g., Avoid too
creative/sophisticated Ads)
Determine If Objectives
Are Achieved
Reasons Not to Measure
Problems With Research
Creative Objections (e.g., creative
depts. Say that tests are not true
measures)
Cost of Measurement
Disagreement About What
to Test
Problems With Research
Cost of Measurement
Disagreement About What to Test
(e.g., Increase in Sales Volume or
Impact on Corporate Image)
MEASURING ADVERTISING EFFECTIVENESS
What to test
Creative decisions
Media decisions
Budgeting decisions

Where to test
Laboratory tests (People are
brought to a location & tests are
implemented e.g., eye tracking,
Galvanometer)
Field tests (e.g., survey
studies)

When to test
Pretesting
Posttesting
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How to test
Testing guidelines
Appropriate tests [e.g.,
Concept generation testing (pre) or
Market testing (post)]
Where to test
Laboratory tests
(consumer jury test,
portfolio test etc.)
Field tests
When to test
Pretesting
Posttesting
TYPES OF ADVERTISING EVALUATION
Pre testing of
media,messages,markets,budgeting and
scheduling
Post testing of media, messages,budgeting and
scheduling

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PRE TESTING
The purpose of advertising is to convey relevant
Information to enable consumers to recognize
products, changes in attitudes and ultimately results
in a purchase.

Pre-test is to reduce the of risks advertisers, it can be
done:
1. To avoid the big mistakes.
2. Several programs on the basis of merit.
3. Preliminary testing of ads to reach goals.
4. Lord save advertising expenses. 7
PRE-TESTING PRINT MEDIA ADS
Order of merit test
Paired Comparison
Portfolio test
Mock magazine test
Perceptual meaning studies
Focus group
Direct Questioning

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POST TESTING THE ADS

Penetration test

Error in recognition measurement



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ADVERTISING OBJECTIVES & HOW
SUCCESS CAN BE MEASURED
Stimulate an increase in sales- Number of enquiries from
advert, - Number of enquiries converted into sales

Remind customers of the existence of a product- Test
customer awareness both before and after the advertising
campaign, - Number of enquiries

Inform customers- Test customer awareness, - Number of
requests for further information

Build a brand image- Test customer awareness of brand
recognition and perceived values

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Sales- Levels of repeat purchase

Build customer loyalty and relationship- Levels of
customer retention

Change customer attitudes- Measure demographic
profile of purchases
- Measure type of goods ordered by new purchasers
- Compare with previous data

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PROBLEMS WITH MEASURING
ADVERTISING EFFECTIVENESS
Irrational consumer behaviour
Lack of widely acceptable scientific approach
The difficulties of determining consumer influences (multiple
factors)
The validity and reliability of data gathered
Suitability of research methods & instruments used
Poor research skills & Sampling issues
Inadequate resources/funding
Setting non-SMART objectives

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TIPS FOR A MORE EFFECTIVE
ADVERTISING
Using colour more than doubles the growth in awareness of
local press ads - full colour is nearly 3 times more effective
than mono only
Increasing the frequency of advertising helps to significantly
increase levels of awareness
Longer campaigns equals higher awareness levels
Advertisers should show products where appropriate and also
prominently and clearly display brand logos
Increasing colour and advertising more often across the week
can more than double awareness uplift
Increasing colour and the number of insertions can increase
awareness uplift by almost 3x
Making use of Co-op (IMC) advertising can help to boost your
advertising.
Setting SMART objectives
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