Advertising ppt

Advertising ppt

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  ADVERTISING EFFECTIVENESS Presented By: Shilpa Meenal Monu 1 Chanchal BIT Noida-BBA Batch
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  INTRODUCTION •Itwas considered 3or 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. 2 •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 TOMEASURE 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. 3
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  REASONS FOR ANDAGAINST MEASURING EFFECTIVENESS Reasons to Measure Reasons Not to Measure Avoid Costly Mistakes Avoid Costly Mistakes Avoid Costly Mistakes Avoid Costly Mistakes Cost of Measurement Cost of Measurement (e.g., Bad Print/TV Ads) (e.g., Bad Print/TV Ads) Evaluate Strategies (e.g., Evaluate Strategies (e.g., Evaluate Strategies Evaluate Strategies Problems With Research Problems With Research which medium should be used) which medium should be used) Increase Efficiency of Advertising Disagreement About to Test Disagreement About What What Disagreement About to Test Disagreement About What What Increase Efficiency of Increase Efficiency of Advertising Increase Efficiency of in General (e.g., Avoid too in General (e.g., Avoid too to Test (e.g., Increase inTest Volume or to Sales (e.g., Increase in Sales Volume or Advertising in General Advertising in General creative/sophisticated Ads) Impact on Corporate Image) Impact on Corporate Image) creative/sophisticated Ads) Determine If Objectives Creative Objections (e.g., creative Creative Objections (e.g., creative Determine If Objectives Determine If Objectives Determine If Objectives depts. Say that tests are not true Are Achieved depts. Say that tests are not true Are Achieved Are Achieved Are Achieved measures) measures) 4
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  MEASURING ADVERTISING EFFECTIVENESS What totest Where to test Where totest  Where to test  Where to test What to test  Creative decisions   • Laboratory tests are Laboratory tests (People are Laboratory tests (People •brought to a location & tests Laboratory tests Creative decisions (consumer ajury e.g., & tests brought to location   Media decisions (consumer jury test, are implemented test, are implemented e.g.,eye eye  Media decisions portfolio test etc.) tracking, Galvanometer) portfolio test etc.) tracking, Galvanometer)   Budgeting decisions Budgeting decisions  • Fieldtests (e.g., survey •studies)tests survey Field tests (e.g., Field tests Field studies) How to test How to test  When to test  When totest When to test When to test • Testing guidelines • Testing guidelines  Pretesting Pretesting  • Pretesting • Pretesting • Appropriate tests [e.g., • Appropriate tests [e.g., Concept generation testing (pre) or Concept generation testing (pre) or  Posttesting  • Posttesting Posttesting • Posttesting Market testing (post)] Market testing (post)] 5
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  TYPES OF ADVERTISING EVALUATION Pre testing of media,messages,markets,budgeting and scheduling  Post testing of media, messages,budgeting and scheduling 6
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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
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  PRE-TESTING PRINT MEDIA ADS Order of merit test  Paired Comparison  Portfolio test  Mock magazine test  Perceptual meaning studies  Focus group  Direct Questioning 8
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  POST TESTING THEADS  Penetration test  Error in recognition measurement 9
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  ADVERTISING OBJECTIVES & HOWSUCCESS 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 10
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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 11
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  PROBLEMS WITH MEASURING ADVERTISINGEFFECTIVENESS  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 12
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  TIPS FOR AMORE 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 13
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