Method of evaluating advertising effectiveness - Copy

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METHOD OF EVALUATING ADVERTISING EFFECTIVENESS:

METHOD OF EVALUATING ADVERTISING EFFECTIVENESS presented by- sapna negi

Method of evaluating advertising effectiveness:

Method of evaluating advertising effectiveness Measuring ad-effectiveness is also known as ad-testing. There are different test available for measuring ad-effectiveness, they are as follows:- Pre-testing method Post-testing method Concurrent testing method

pre-testing method:

pre-testing method Pre-testing method- In pre-testing methods, testing of advertising is done during its development process or after creating advertisement but before implementing it on full scale basis, here, ad is tested in trial area to know its weakness. Following method are generally used as pre-testing methods for evaluating advertising effectiveness:- Consumer jury method- In this method ad-effectiveness is evaluated by panel of selected consumers. The member of this panel are known as jury member, as they have to make judgement and are supposed to select best ad from various proposed ads.

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This test is of two types:- Order of merit test Paired comparison test Order of merit test- Here, jury member rank different ads according to their preferences. Best ad-copy is given the first rank and the worst ad copy is given the last rank.

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Paired comparison test- In this method, jury members rank the ads on one-to-one basis, i.e. at one time , they are shown only two ads and are asked to select the better ads. In case, number of proposed ads is many then each ad is compared with all other ads. The number of comparison in this method will be No. of comparison= n(n-1)/2 Here ‘n’ stands for no. of proposed ads.

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Advertising concept test- This testing is done while developing advertisement copy. Various aspects of ad-copy such as proposed statements, headlines, visuals, colors, print-type etc, are selected and are shown to selected individuals. On the basis of answer given by selected member regarding best headlines, visual, colors etc advertiser finalizes the ad-copy.

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Trial area test – This test is adopted to evaluate the effectiveness of ad before finally launching it into total marketing area. In this test, 2 cities are selected, where in one city, advertisement is launched and in other city, advertisement is not launched. If there is increase in sales in city where ad is launched as compared to other city, then advertisement is considered effective.

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Eye movement camera test- This test is adopted for testing outdoor advertising. In the test market area, eye movement camera are installed at the place where neon signboards are fixed. These cameras record the eye movements of persons watching these signboards. The area of interest and attention can be judged by observing the eye movements.

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Trailer test- In a trailer in a shopping center, shoppers are shown the products and given an opportunity to select a series of brands. They then view commercials and are given coupons to be used in the shopping center. Redemption rates indicate commercials influence on purchase behavior. In-home tests- A video is taken or download into the home of target consumers, who then view the commercials.

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Telecast test- In this method, test-ads are shown in actual TV programmes in certain test markets. Later, viewers are interviewed to know the reaction of viewers in the test markets, the ad is modified before launching it in the total market area.

post-testing method:

post-testing method Post- testing method- These methods evaluate the effectiveness of advertisement after ad has actually been launch in the total market area. The objective of such test is to determine that ad campaign is accomplishing the advertising objective or not. Following are the main post-testing methods:- Recognition test- In this test, selected person are shown the advertisement and asked if they had previously seen or read any part of it. If they answer in affirmation, if is considered that the advertisement is effective.

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recall test – In this test selected person is shown a magazine cover and he is asked if he has read it. If the answer is ‘yes’, and he is able to recall more about ad, then the ad is treated as more effective.

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Day after recall test- In this test, respondents are asked to recall the advertisement shown a day before. If respondents are able to recall the advertisement after one day then advertisement is considered as effective.

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Association test- In this test, any clue, idea, slogan or phrase from the advertisement is provided to the respondent and he is asked to associate it with the brand name. if he correctly relates the given phrase then the advertisement is evaluated is effective.

concurrent testing method:

concurrent testing method Concurrent testing method- this type of testing is done while the advertising campaign is running in the market. The ad-effectiveness is evaluated simultaneously when ad-campaign is being executed. Main method of concurrent test are ad follows- telephonic survey- in this method samples of prospective customer are selected and they are contacted telephonically when ad is being shown or released in the media. They are asked if they have seen the ad and thereby the response to various aspects of advertising is taken.

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passers-by count test- In this method the number of persons who are observing the signboard/poster is counted. The larger number of persons observing ad indicates more ad-effectiveness. Customer diary test- Some selected prospective customers are given diaries and they are requested to note down the weakness or strength of ad, when they watch or go through advertisement. These diaries are regularly checked.

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Conclusion Measuring advertising effectiveness helps us to know how well the ad-campaign is working and what worth company is getting after spending huge amount of money on advertising, measuring ad-effectiveness helps to avoid costly mistakes, helps in selecting best ad-copy and helps in reducing wastage in ad-expenses.

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THANK YOU

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