MEASURES OF ADVERTISING RESULTS

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MEASURES OF ADVERTISING RESULTS
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Often decisions must be made without benefit of
research because

• Time pressures
• Insuffient funds
• Research weaknesses
• Decision not worth the research investment

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CLASSES of ADVERTISING MEASURES

• Pretests (Before run time prediction)
• Post tests (After run time evaluation)

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CLASSES of ADVERTISING MEASURES

• DIRECT (Overt Behavior)
• INTERMEDIATE (Precedes overt behavior)

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Classification of Advertising Measures
Direct Intermediate
Pretests
Post Tests
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Direct Measures Include

• Sales
• Market share
• Inquiries
• Other overt behavior (ie., voting)

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3 Forms of Intermediate Measures

• Cognitive (knowledge)
• Affective (like/dislike)
• Conative (action tendencies)

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Techniques Used This Semester
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• Cognitive
• Starch Reports
• Recognition - a light measure of learning
• Gallup Robinson
• Aided Recall - a stronger memory response
• Affective
• Readex - measures reader interest

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Starch Gallup Readex

• Probability
• Sample No No No
• Sample 100 males 150 men/ 1st 100
• 100 females women
  responses
• Location 20 - 30 10 major
  Depends
• metro metro
  on
• areas areas
  responses

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Starch Gallup Readex

• Procedure Thru 1 day, in Check items
• the home
  of interest
• book telephone
  mail return

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Starch Gallup Readex

• Problems
• 1. Starch overclaims
• 2. None predict purchase
  
• 3. Not representative or projectable
• See Zinkhan Gelb article

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Starch Reports Three Measures

• Noted ( overall recognition)
• Seen ( brand recognition)
• Read Most ( more than 50)

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Gallup Reports Three Measures

• PNR - Proven Name Register ( recall of brand
  name)
• Idea Communuication ( selling
  points remembered)
• Buying attitude (
  more favorable to purchase)

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Readex Reports

• saw the ad
• found the ad interesting.

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Suggestions From Long Term Analysis of Starch
Results
To improve the scores . . .

• Identify clear, tangible benefits
• Clearly tell what the product does
• Keep it simple, visual
• Use larger illustrations
• Avoid being cute, catchy
• Emphasize personal identification

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The End
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