Advertising PPT.pdf for corporate governance

Advertising PPT.pdf for corporate governance

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  Presented By: Sanchit Singh(221067) Sarthak Sewani(221187) MEASURING ADVERTISING EFFECTIVENESS Submitted to: Prof. Sangeeta Dodrajka
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  INTRODUCTION TO ADVERTISING EFFEFFECTIVENESS Measuringadvertising effectiveness refers to evaluation of advertising results against predetermined standards of performance or objectives. It is supposed to be one of the most difficult tasks in advertising.
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  Communication Effect Sales Effect Toevaluate if the intended message is being communicated effectively to the intended audience To evaluate if the campaign has generated the intended sales growth NEED FOR MEASURING EFFECTIVENESS “An ad is finished only when you no longer can find a single element to remove.”
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  Pre-Testing Techniques Pre-testing ofadvertisements is done before an ad is put into media. Post-Testing Techniques These types of tests are conducted after the ad has been run to determine whether the ad met its objectives Techniques for Measuring the Effectiveness
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  Portfolio tests askconsumers to view or listen to a portfolio of advertisements. Consumers are then asked to recall all the ads and their contents. The recall level of an ad indicates its ability to stand out and have its message understood and remembered. Portfolio Tests
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  The consumer feedbackmethod asks consumers for their reactions to a proposed ad. They respond to questions such as- How does the ad make you feel? What is the main message you get from this ad? What happened in the commercial? Consumer Feedback Method
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  Laboratory Tests Eye Camera –Tracks eye movements to identify focal points in ads, revealing what attracts viewers’ attention Pupillometrics – Measures pupil dilation to assess emotional responses; wider pupils indicate interest or pleasure Brain Waves – Uses electrodes to record brain activity while viewing ads, analyzing attention levels and emotional engagement
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  COPY TESTS These testsare used for testing the advertising copy. Copy tests are done to evaluate different executions of an advertising campaign. Copy tests are useful for selecting one out of many different advertising executions, or for making adjustments to improve comprehension or the tone of the ad.
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  02 03 04 Pre-testingTechniques for Broadcast Ads Trailer Tests – Shoppers in malls view ads and receive coupons for featured products. Coupon redemption rates help measure the ad’s influence on purchase decisions Theatre Tests – Consumers watch a movie or TV show with embedded ads. Their brand preferences are recorded before and after to assess the ad’s persuasive impact In-Home Tests – Target consumers watch a videotape of commercials at home and then answer questions about their impressions and recall 01 On-Air Tests – Viewers of a TV program featuring the test ad are later questioned about their recall of the commercial
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  Post-Testing Techniques Memory Tests:Memory tests are based on the assumption that an advertisement leaves a mental residue with the person who has been exposed to it. Thus, one way of measuring advertising effectiveness is to contact consumers who saw the ad and find out what they remember
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  Memory tests fallinto two major categories: recognition tests and recall tests One way to measure advertising effectiveness is to show the advertisement to people and ask them whether they remember having seen it before. This kind of test is called recognition test. Recall Test – Consumers recall ads they have seen without prompts (unaided recall) or with brand cues (aided recall). • Unaided Recall – Respondents recall ads without brand mention (e.g., “Do you remember seeing a soup ad?”). • Aided Recall – Respondents recall ads with a brand prompt (e.g., “Do you remember seeing a Knorr Soup ad?”)
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  In persuasion tests,the consumers are asked how likely they are to buy a specific brand. Next they are exposed to an advertisement of that brand, along with the advertisements of other products and brands. After exposure, researchers again ask the respondents what they intend to purchase. The researcher analyses the results to determine whether intention to buy has increased as a result of exposure to the advertisement PERSUASION TESTS
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  INQUIRY TESTS Inquiry Tests:Inquiry tests measure the number of responses to an advertisement. The response can be a call to a toll-free number, an e-mail, a website visit, a coupon return, a visit to a dealer, an entry in a contest, a call to a salesperson, or an actual transaction.
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  Daniel Starch hadgiven the details of this test for the first time in his book Principles of Advertising (Chicago- A W Shaw, 1923). These tests are also known as Recognition/Readership Viewership tests. They are aided recall tests where the respondents are shown the issues of magazines they claim to have read. They are asked to recognise the ads and asked whether they have read them READERSHIP TESTS
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  The results are putinto three categories: (a) Noted: Percentage of readers of an issue of magazine who remembered seeing the ad in the issue (b) Associated: Percentage of readers who saw part of the ad that clearly indicates the brand or advertiser (c) Read Most: Percentage of readers who read 50% or more of the written material in the ad Scores in each area are then compared which can provide valuable insights into an ad's performance
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  ATTITUDE TESTS In thesetests, the change in attitude of the customer after the advertisement campaign is measured and marketers observed whether there has been any change in the consumers attitude towards the Brand under investigation. Further they assume that a positive attitude towards their brand may lead to further purchases.
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  Likert Scale :Measuresagreement or disagreement on a multi-point scale (e.g., strongly agree to strongly disagree) Semantic Differential Scale – Measures attitudes using bipolar adjectives (e.g., good– bad, useful–useless) on a rating scale Attitude Scales Thurstone Scale – Uses statements with assigned values, and respondents select those they agree with to indicate attitude intensity
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  Advertising Effectiveness Procter &Gamble (P&G)
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  AI-Driven Pre-Testing –P&G uses artificial intelligence to AI-Driven Pre-Testing – P&G uses artificial intelligence to test advertisements quickly, reducing the evaluation time test advertisements quickly, reducing the evaluation time from weeks to minutes from weeks to minutes Consumer Panel Testing – Ads are tested with select target Consumer Panel Testing – Ads are tested with select target audiences before launch to assess engagement, clarity, and audiences before launch to assess engagement, clarity, and emotional response emotional response
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  Copy Testing forDigital Ads: P&G extends traditional copy- Copy Testing for Digital Ads: P&G extends traditional copy- testing methods to digital formats, assessing metrics such testing methods to digital formats, assessing metrics such as recognition, recall, persuasion, and liking to predict sales as recognition, recall, persuasion, and liking to predict sales impact and refine digital advertisements impact and refine digital advertisements Post-Campaign Analysis – After launching ads, P&G Post-Campaign Analysis – After launching ads, P&G measures brand recall, sales impact, and consumer measures brand recall, sales impact, and consumer sentiment to refine future campaigns sentiment to refine future campaigns