Advertising ResearchAdvertising Research
• To test effectiveness of creative message• Pretesting to eliminated ineffective ads• Posttesting to to determine if messages
achieve their established objectives
Message Research
Media Research
2
Advertising ResearchAdvertising Research
• Attempts to ascertain audience’s characteristics and the size of that audience so that ratings can be determined
Message Research
Media Research
3
Ideal Measure ofIdeal Measure of Advertising Research Advertising Research
• Provide an early warning signal
• Evaluates in terms of sales volume generated by advertising
• Satisfy reliability & validity
• Permit quick & inexpensive measurement
4
Advertising Research MethodsAdvertising Research Methods
Magazine
Radio
Television
Media Research Methods
5
Media Research MethodsMedia Research Methods
Variety of resource materials are available
to advertisers for determining potential
audience sizes for specific media vehicles
e.g., Competitive Media Report’s Ad $ Summary
6
Magazine Audience MeasurementMagazine Audience Measurement
• Tally the number and characteristics of a magazine’s subscribers?
• Subscriptions are collected through intermediaries
• Purchased at newsstands, retailers• Distributed at public locations; or passed along
by subscribers 7
Magazine Audience MeasurementMagazine Audience Measurement
• Simmons Market Research Bureau (SMRB)
• Mediamark Research, Inc. (MRI)
• Specialized in measuring magazine readership and determining audience size
• Provide with product/brand usage and demographic information
• Use different measurement techniques 8
Simmons Market Research BureauSimmons Market Research Bureau and Mediamark and Mediamark
• Audience size and composition for over 200 publications
• Broadcast exposure and usage of over 800 consumer products and services
• How many female homemakers who buy sunscreen read Golf Digest?
9
Simmons Market Research BureauSimmons Market Research Bureau
• Number of adults
• Number of users
• Percent of users in categories (i.e. female)
• Percent of category using product (i.e. % of all females using)
• Index number
• All by heavy, medium, and light user10
Index Numbers -Index Numbers -Using SMRB and/or MediamarkUsing SMRB and/or Mediamark
% of users in segment
Index = -----------------------------------------
% of population in segment
Adapted from Belch & Belch
11
11
Magazine Audience MeasurementMagazine Audience Measurement
Media-Selection
• Size of potential audience
• Attractiveness of vehicle coverage
• Cost comparison with other vehicles
• Appropriateness for advertised brand
12
12
National Statistical Research, Inc.(SRI)- Radio All Dimensions AudienceResearch (RADAR)
Local Arbitron Ratings Co.
Birch Searborough Research(discontinued in 1991)
Radio Audience MeasurementRadio Audience Measurement
13
TV Audience MeasurementTV Audience Measurement
Nielsen MediaResearch, Inc.
People Meter
StatisticalResearch, Inc.
SMART(Systems forMeasuring AndReporting Television)
14
Advertising Research MethodsAdvertising Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
MessageResearchMethods
15
Message Research Methods Message Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Starch readership service (magazines)
• Burke day-after recall (TV)
• Bruzzone tests (TV)
16
Message Research Methods Message Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Starch readership service (magazines)
More a measure of attention-getting & reading than of recall
18
Message Research Methods Message Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Burke Day-After Recall (TV): DAR
When should recall be used?
What are the problems?
19
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
20
When does Memory Matter?When does Memory Matter?
When information in memory is used as basis for evaluation (memory-based judgments)
When information in memory is useful for distinguishing brand from competition
When information in memory is not available in retail/decision context
21
Message Research Methods Message Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Online ProcessingAttitude formed during ad exposure
• Memory-Based ProcessingAttitude formed after exposure 22
Measures of Recognition & RecallMeasures of Recognition & Recall
Bruzzone-
tested
commercial
for American
Express23
Message Research MethodsMessage Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• The warmth monitor• Market Fact’s TRACE• BBDO’s emotional
measurement system
25
Message Research MethodsMessage Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Galvanometer (GSR)• Pupillometer• Voice-pitch analysis
(VOPAN)
26
Message Research MethodsMessage Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• ASI theater testing• ARS Persuasion
method by rsc The Quality Measurement System(rsc for short)
27
Conclusions by rscConclusions by rsc
• Ad copy must be distinctive
• Ad weight without persuasiveness is insufficient
• The selling power of advertising wears out over time
28
Direct Response AdvertisingDirect Response Advertising
West Virginia Tourism
Fahlgren
Message Research MethodsMessage Research Methods
Emotions
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• IRI’s BehaviorScan• Nielsen’s SCANTRACK
30
Measures of Sales ResponseMeasures of Sales Response
Single-Source Systems
Gather purchase data from panels of
households using optical scanning
equipment and merge it with household
demographic characteristics and with
information about casual marketing
variables that influence household purchases31