Advertisement mangement

2. Evaluation of
advertising

3. INTRODUCTION
Evaluation of advertising or advertising effectiveness refers
to the managerial exercise aimed at relating the advertising results
to the established standard of performance and objectives so as to
assess the real value of the advertising performance. This
evolution exercise is also known as advertising research.

4. It is an attempt to measure whether
the time, talents and the treasure invested
in the creative activity has resulted in
attaining the goal of profit maximization
to the advertiser and the maximization of
satisfaction to the consumers

5.  Pre testing
 Concurrent testing
 Post testing
EVALUATION TESTS

6. Pre testing :
 Pre testing follow the universal law ‘’Prevention is better than
cure’’
 Pre testing help the advertiser to make a final go or go decision
about finished or nearly finished advertisement

7. METHODS FOR PRE-TESTING
ADVERTISING :
Print advertising :
 Direct questioning : respondents are asked
about specific questions about the.
 Focus group: 8-10 people participate in
discussion & interview. Role of moderator is
crucial.

8.  Portfolio test: one group of respondents is
exposed to a portfolio of test ads interspersed
among other ads & editorial matter. Another group
sees the portfolio without editorial matter.
 Order of merit test: respondents see two or
more alternate ads & arrange them in rank order.

9.  Paired comparison test: respondents compare
each ad in a group.
 Mock magazine test: ads to be tested are
stripped into a magazine which is left with
respondents for a specified time.
 Direct mail test: two or more ads are mailed to
different potential customers on a mailing list to
test which ad attracts more orders.

10.  Central location test: respondents see test commercial film in a
central location such as shopping centre.
 Clutter test: test commercials along with non competing control
commercials are shown to respondents to determine their
effectiveness, measure comprehension & attitude shifts & detect
weak points.
 Trailer test: respondents see or listen to commercials in trailers at
shopping centers & receive coupons for the advertised products.
Television and radio advertising :

11.  Theatre test: respondents use electronic equipment to
indicate what they like or dislike as they view TV
commercials shown in theatre setting.
 Live telecast test: test commercials are shown on
closed circuit or cable TV & subsequently respondents
are interviewed by telephone.
 Sales experiment: alternative radio or TV
commercials run in two or more markets.

12. Concurrent testing :
 Concurrent test is evaluated throughout the
whole advertisement execution process.
 Test are conducted while audience is
exposed to different type of media

13. Consumer Diaries :
 Diaries are provided to a selected
customers. They are also informed to record the
details of advertisement they watch, listen or
read. The result obtained from such a survey
reveals the effectiveness of advertisement.

14. Electronic devices:
 Now a days electronic devices are widely
used to measure the effectiveness of
advertisement. They are mainly used in
broadcast media. These are auto meters track
electronic units etc

15.  Calls are made during the time program
broadcast, the respondents are asked whether
their radio or television is on, and if so, to what
station or program it is tuned? The results of
the survey are used to determine the share of
response for the advertisement or the program.
Co-incidental surveys :

16. Post testing :
 Post testing is done to know to what extent the
advertising objectives are achieved
Five broad categories of post testing
methods: Aided recall (recognition-readership)
 Unaided recall
 Attitude tests
 Inquiry tests
 Sales tests

17.  Recall refers to a measure of proportion of a
sample audience that can recall an ad as having
seen.
 In aided recall respondents are shown certain
ads with the name of the sponsor or brand
concealed & then asked whether their previous
exposure was through reading, viewing or
listening.

18.  In unaided recall respondents are asked
without prompt whether they read, saw or
heard advertising message.
 Sales tests: comparing past sales with
current sales.

19. Inquiry refers to checking the
effectiveness of ads in print media on the
basis of which consumers respond by
requesting for more information.
 Inquiry may depend upon phone calls
received from interested persons, coupons
returned or requests for free samples.

20.  Attitude tests: to measure effectiveness of the ad
campaign in creating a favorable image for a brand or
a company.
 5 techniques of attitude testing
1. direct questioning,
2.rating scales,
3.checklists,
4.semantic differential & partially structured
interviews.

21.  To communicate product information
 To urge product used
 To expand the product distribution
 To increase brand preference and loyalty
 To reduce overall sales cost
 Creates new demand 10
Functions of Advertising :