Monitoring,

Evaluation, Control

Anisa Humairoh (1806160895)

Elfadhanadya K. Prasetyo (1806161102)
Himmatul Ulya (1806249264)
Nindya Kinanti (1806249434)
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Arguments for and against
measuring effectiveness

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“
 REASONS TO MEASURE EFFECTIVENESS

AVOIDING EVALUATING INCREASE THE DETERMINING

COSTLY ALTERNATIVE EFFICIENCY OF IF OBJECTS
MISTAKES STRATEGIES ADVERTISING ARE ACHIEVED
GENERAL

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 REASONS TO MEASURE EFFECTIVENESS
EVALUATING
AVOIDING COSTLY 02 ALTERNATIVE
MISTAKES STRATEGIES

01

INCREASE THE
EFFICIENCY OF
ADVERTISING GENERAL
03 04 DETERMINING IF
OBJECTS ARE
ACHIEVED

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 REASONS NOT TO MEASURE EFFECTIVENESS

COST

01
04 THE OBJECTIONS OF
CREATIVE
RESEARCH PROBLEMS

02 03
DISAGREEMENT ON
WHAT TO TEST

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 REASONS NOT TO MEASURE EFFECTIVENESS
05 TIME
COST

01
04 THE OBJECTIONS OF
CREATIVE
RESEARCH PROBLEMS

02 03
DISAGREEMENT ON
WHAT TO TEST

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 “
Conducting research to
measure advertising
effectiveness

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 Source Factors Evaluate the spokesperson and how the target market respond.

Message Variables Evaluate the message and the means.

What
to Test Media Strategies Evaluate which media class, subclass, specific vehicles, or time
slot generate the most effective results.

Budgeting Decision Evaluate the effects of budget size on advertising effectiveness

and the effects of various ad expenditures on sales.

Pretesting from as early on as idea generation to rough execution to testing

When the final version before implementing it

to Test Postesting 1) determine the campaign is accomplishing, objectives sought

2) serve as input into the next period’s situation analysis.

Laboratory People are brought to a particular location where they are

Where shown ads and/or commercials

to Test Field Test

Tests of the ad or commercial under natural viewing situations,
complete with the realism of noise, distractions, and the comforts
of home.
How To Test: Positioning advertising Copy testing (PaCt)

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 How To Test:
the five guiding Principles of Digital Measurement

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 “
The testing process

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Concept Generation and Testing

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 Concept Generation and Testing:
Weaknesses associated with focus group research

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Rough Art, Copy, and Commercial Testing

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 Rough Art, Copy, and Commercial Testing
1. Comprehension and reaction tests:
3. A/B Testing
Concern: conveys the meaning intended, reaction the ad
generates Testing of two versions of an
advertisement or homepage to
Prosedure: Personal interviews, group interviews, and focus see which will be the more
groups effective prior to launch.
Size: 50 to 200 respondents

2. Consumer juries
rate a selection of layouts or copy versions presented in pasteups on separate sheets
Weakness:
1. The consumer may become a self-appointed expert.
2. The number of ads that can be evaluated is limited
3. A halo effect is possible.
4. Preferences for specific types of advertising may overshadow objectivity.
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 PRETESTING OF FINISHED ADS
Pretesting finished ads is one of the more commonly
employed studies among marketing researchers and their
agencies.
At this stage, a finished advertisement or commercial is
used; since it has not been presented to the market, changes
can still be made.
Many researchers believe testing the ad in final form
provides better information.

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 PRETESTING FINISHED PRINT MESSAGES

PORTFOLIO
TESTS

READABILITY
TESTS

NEW PRINT
PRETESTING
MEASURES
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Portfolio tests
A laboratory Weakness:
methodology designed to 1. Factors other than advertising creativity
expose a group of and/or presentation may affect recall. Interest
respondents to a portfolio in the product or product category, the fact
consisting of both control that respondents know they are participating
and test ads. in a test, or interviewer instructions (among
Respondents are then others) may account for more differences than
asked what information the ad itself.
they recall from the ads. 2. Recall may not be the best test. Some
The assumption is that the researchers argue that for certain types of
ads that yield the highest products (those of low involvement) ability to
recall are the most recognize the ad when shown may be a
effective. better measure than recall.
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Readability tests
Test results are compared to previously
To assess readability of
established norms for various target audiences.
the copy by determining
The test suggests that copy is best comprehended
the average number of
when sentences are short, words are concrete and
syllables per 100 words.
familiar, and personal references are drawn.
Human interest appeal of
Disadvantages are also inherent, however.
the material, length of
The copy may become too mechanical, and direct
sentences, and familiarity
input from the receiver is not available. Without
with certain words are
this input, contributing elements like creativity
also considered and
cannot be addressed. To be effective, this test
correlated with the
should be used only in conjunction with other
educational background of
pretesting methods.
target audiences.

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New print pretesting measures
Link (Millward Brown)
uses a comprehensive set of
diagnostic questions to evoke
viewer reactions to the ads.
Nonverbal measures including
eye tracking can also be used
to determine consumers’
enjoyment, comprehension,
involvement, and other
reactions to the ads. The three
key metrics provided include
awareness, persuasion, and
short-term sales likelihood.
Ipsos-ASI Next*Connect introduced an online
copy testing tool that can test ads on digital or
traditional media. Consumers are recruited to
complete an online survey where they are exposed
to a variety of ad messages. The results are
compared against a control group that was not
exposed to the advertising.
The PTG (PreTesting Group) methodology
measures the time a respondent spends with a
print ad or tablet or with a hidden camera in a
store. Hidden cameras using eye-tracking
technology record where their eyes go on the
page, how long they stay on the page, and the
stopping power of the ad.
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 Pretesting finished broadcast ads
Theater Tests On-Air Tests Physiological
Participants are Insert the Measures
invited to view pilots commercials into Used to test both
of proposed TV actual TV programs print and broadcast
programs. More in certain test ads include pupil
commonly a standard
markets. dilation, galvanic
program is used so
audience responses skin response, eye
can be compared with tracking, and brain
normative responses waves
established by
previous viewers.
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 Market testing ads
Posttest of Print Ads Posttest of Broadcast
- Inquiry Tests Commercial
- Recognition Tests - Day-After Recall Tests
- Recall Tests - Persuasive Measures
- DIagnostics
- Comprehensive Measures
- Test Marketing
- Single-Source Tracking
Studies
- Tracking Print/Broadcast Ads

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Posttest of print ads - inquiry tests

Designed to measure
advertising effectiveness on
the basis of inquiries
generated from ads
appearing in various print
media, often referred to as
“bingo cards”

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Posttest of print ads - recognition tests

Let the advertiser assess the

impact of an ad in a single
issue of a magazine, over
time, an/or across different
magazines.

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Posttest of print ads - recall tests
Can assess the ad’s impact on memory.
Testing the reach and effectiveness of the
advertisement where a person is asked to recall
advertising messages the person remembers.

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Posttest of broadcast commercial - day-after recall tests

Measuring an ad’s effectiveness in terms of

consumer’s recall of an ad, a day after the exposure to
the ad. It is conducted to make sure that the intended
message of the ad is getting passed on to the
consumers.
Studies have shown that recall is a measure that the
ad has been received, but not necessarily accepted,
and not predictive of sales

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Posttest of broadcast commercial
Persuasive Diagnostics Comprehensive
Measures Designed to garner Measures
Measures of a viewers’ evaluations of Provide
commercial’s the ads, as well as how comprehensive
persuasive clearly the creative approaches that more
effectiveness idea is understood and than just one specific
(including purchase, how well the input can be obtained
intent, and frequency proposition is through one testing
of purchase criteria). communicated. program.
Rational and emotional
reactions to the ads
are also examined.
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Posttest of broadcast commercial - test marketing
Designed to measure their advertising effects in specific
test markets before releasing them nationally. The markets
chosen are representative of the target market.
The ads run in finished form in the media where they
might normally appear, and effectiveness is measured after
the ads run.
The advantage of test marketing of ads is realism.
Regular viewing environments are used and the testing
effects are minimized.

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Posttest of broadcast commercial - Single-source tracking studies
Track the behaviors of consumers from the television set to
the supermarket checkout counter. Participants in a
designated area who have cable TV and agree to participate in
the studies use optical scanning equipment that identifies their
household and gives the research company their demographics.
The households are split into matched groups; one group
receives an ad while the other does not, or alternate ads are
sent to each. Their purchases are recorded from the bar codes of
the products bought. Commercial exposures are then correlated
with purchase behaviors.
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Posttest of broadcast commercial - tracking print/broadcast ads

Tracking studies have been used to measure the effects of

advertising on awareness, recall, interest, and attitudes
toward the ad and/or brand as well as purchase intentions by
taking measurements at regular interval.
Personal interviews, phone surveys, mall intercepts,
and even mail surveys have been used.

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 “
Establishing a program for
measuring advertising effects

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 Problems with Current Research Methods
1. Providing measurements relative to the objectives sought
2. Determining a priori how the results will be used

3. Providing multiple measurements

4. Be based on a model of human response to communications—the reception
of a stimulus, the comprehension of the stimulus, and the response to the
stimulus.
5. Exposing the ad more than once

6. Providing equivalent test ads

7. Providing a nonbiasing exposure

8. Sample definition
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9. Demonstrate reliability and validity
 Essentials of Effective Testing: The Decision Sequence Model

Understand and
Establish 05 implement proper
communications
research
objectives

01 04
Use multiple measures
Use a consumer
response model
02 03
Use both pretests and
posttests

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 “
Measuring the Effectiveness of
Other Program Elements

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 Measuring the Effectiveness of Other Program Elements

Sales Promotions
Shopping cart signage

Parking lot-based media

Non-traditional
media In-store radio & TV

Other media

Exposure methods

Sponsorship
Tracking measures
THANK YOU
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