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Illuminate Ad Effectiveness

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Effective advertising is a powerful tool. It has the power to shape the values and beliefs of consumers. It has the power to inform, entertain, engage and change behaviour. It has the power to attach …

Effective advertising is a powerful tool. It has the power to shape the values and beliefs of consumers. It has the power to inform, entertain, engage and change behaviour. It has the power to attach feelings to brands. It has the power to increases sales, revenue and profit in the short-term and beyond. While the potential of effective advertising is undeniable, it is very rarely fulfilled in practice. So what exactly makes an individual advertisement effective and how do you measure its effectiveness?

Illuminate’s approach to advertising tracking research goes beyond traditional awareness and recall metrics to measure the influences and drivers relevant to the purchase decision.


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  • 1. Advertising effectivenessRecognition Emotion Value Attitude Purchase Energy Behaviour Commitment Metrics 1
  • 2. What makes advertising effective?Effective advertising is a powerful tool.It has the power to shape the values and beliefs of consumers.It has the power to inform, entertain, engage and change behaviour.It has the power to attach feelings to brands. It has the power to increases sales, revenue and profit. While the potential of effective advertising is undeniable, it is very rarely fulfilled in practice. So what makes an individual ad effective and how do you capture it? 2
  • 3. What makes advertising effective?Advertising effectiveness is much deeper than establishing whetherrespondents are ‘aware’ of an advertisement, or if it is simply ‘liked’.Most will agree that for an advertisement to be effective, there are threemain conditions which must be fulfilled. 1 Exposure 2 Sensory Registration 3 Impact on attitudes & behaviours 3
  • 4. What makes advertising effective? 1 ExposureThis first condition almost goes without saying…to be effective the targetaudience must first be exposed to it.But with consumers exposed to millions of messages each year, exposurealone is not enough. 4
  • 5. What makes advertising effective? 2 Sensory RegistrationThis second condition refers to the ability of the advertising to register at theconscious or sub-conscious level.The messages registered from advertising are not always top of mind.Yet traditionally, advertising research has focused onthe ability to recall and articulate top of mind information.Cognitive psychology theories emphasise that inthe purchase decision, the brain recalls more than topof mind information.As not all information recall is top of mind, traditionalmeasures must be supplemented with measures thatgo deeper. 5
  • 6. What makes advertising effective? 3 Impact on attitudes & behavioursThe third condition is that the advertising ultimately creates an impact.Effective advertising campaigns may shape values.They may cause consumers to question long held beliefs. They may impact on how consumers feel about a product or service. They may impact on what, how and when consumers buy. But if the impact of advertising is not immediately obvious to the target audience, how do you measure it? 6
  • 7. Measuring advertising effectivenessTo truly measure advertising effectiveness, the research design mustprovide insight into exposure, sensory registration and impact.Traditional advertising tracking approaches fall short if they onlyfocus on:• awareness• recall• brand/product perception & propensity to consider• current and future behavioural response to the call to action (eg behavioural response)All these measures are important but they only measure what is top of mind.In practice, these measures tend to be more aligned to the size of theadvertising budget rather than to advertising effectiveness. 7
  • 8. Measuring advertising effectivenessJust as effective advertising ultimately impacts on emotive and rationalpurchase drivers, advertising effectiveness research must gobeyond the traditional measures.Illuminate’s ad tracking approach:• supplements the traditional measures with the key rational and emotive influences and drivers, relevant to the product or brand category• goes beyond short-term measures to tracking how the brain processes the advertising message, including where there is no stated recall• identifies the level of activation of competing brands in the consumer’s mind• goes beyond fleeting consumer feelings to identify how brand choice is influenced by the emotive cues from advertising 8
  • 9. When to measure When to measure is arguably as important as what to measure Time between exposure and surveying impacts on the results Some studies suggest recall of advertising falls rapidly after exposure before stablising Erosion of recall Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Unprompted Prompted 9
  • 10. When to measure Continuous Pulse/Wave (daily/weekly) (pre and post) clearly identifies impact of+ advertising on consumers’ short and long term memory + robust before & after measure of specific marketing activity+ short term internal and external market shocks are smoothed out + may require smaller sample sizes, saving money appropriate for measuring long- + appropriate for measuring short-+ term marketing strategy term tactical campaigns impact of advertising can be - time between exposure and surveying unduly impacts on+ correlated against other continuous data (eg results TARPS, sales, enquiries, etc) - unable to correlate against media schedule without- may require larger sample impacting on cost repeating exercise many times 10
  • 11. When to measureBecause timing can impact on results, Illuminate recommends thecontinuous collection of data for most campaigns.This may be done via a fixed sample of daily or weekly interviews where thecampaign length is greater than one month.Ideally continuous collection of data should span both periods where theadvertising is on and off air.It is only by measuring both periods of time that organisations are able to:• understand the incremental gains, or attrition, in key metrics• identify advertising wear-out and the need for new creatives• refine the media schedule to deliver optimal results (often with reduced spend) 11
  • 12. Questions?Please contact the Illuminate team to discuss your advertisingtracking needs or questions.Our specialists will work with you to create a customisedadvertising tracking approach to measure the effectiveness of yourcampaign.Craig FrostManaging Directorp. 1800 185 006enquiries@illuminateresearch.com.au 12

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