Chapter 18 - Measuring the effectiveness of the promotional program. The main goals of this chapter are: To understand reasons for measuring promotional program effectiveness, to know the various measures used in assessing promotional program effectiveness, to understand the requirements of proper effectiveness research, to evaluate alternative methods for measuring promotional program effectiveness. | Chapter 18 Measuring the Effectiveness of the Promotional Program Arguments for and Against Measuring Effectiveness Reasons to measure effectiveness Avoid costly mistakes Evaluate alternative strategies Increased advertising efficiency Determine if objectives are achieved Reasons effectiveness measures are not taken Costs involved Research problems Disagreement on what to test Objections of creative department Lack of time What, Where, and How to Test Testing Process Concept generation and testing Rough art, copy, and commercial testing Pretesting of finished ads Market testing of ads Figure - Weaknesses Associated with Focus Group Research Types of Rough Art, Copy, and Commercial Tests Comprehension and reaction tests: Assess the reaction an ad generates to ensure that it is not offensive Consumer juries: Use consumers representative of the target market to evaluate the probable success of an ad Limitations of the Consumer Juries Method Consumer may become a self-appointed expert Number of ads that can be evaluated is limited Halo effect: Overall rating is influenced by the judgment on one or few characteristics of the ad Preferences for types of advertising may overshadow objectivity Figure - Gallup & Robinson’s Impact System Portfolio Tests Expose a group of respondents to a portfolio consisting of control and test ads Limitations Factors other than advertising creativity and/or presentation may affect recall Ability to recognize the ad when shown may be a better measure than recall Readability Tests Communications efficiency of the copy in a print ad is tested without reader interviews Flesch formula: Assesses readability of a copy by determining the average number of syllables per 100 words Limitations Copy may become too mechanical Direct input from receiver is not available New Print Pretesting Measures PreTesting Groups’ People Reader methodology Provides mocked-up magazines . | Chapter 18 Measuring the Effectiveness of the Promotional Program Arguments for and Against Measuring Effectiveness Reasons to measure effectiveness Avoid costly mistakes Evaluate alternative strategies Increased advertising efficiency Determine if objectives are achieved Reasons effectiveness measures are not taken Costs involved Research problems Disagreement on what to test Objections of creative department Lack of time What, Where, and How to Test Testing Process Concept generation and testing Rough art, copy, and commercial testing Pretesting of finished ads Market testing of ads Figure - Weaknesses Associated with Focus Group Research Types of Rough Art, Copy, and Commercial Tests Comprehension and reaction tests: Assess the reaction an ad generates to ensure that it is not offensive Consumer juries: Use consumers representative of the target market to evaluate the probable success of an ad Limitations of the Consumer Juries Method .
