This document discusses advertising effectiveness testing and measurement. It outlines arguments for and against measuring advertising effectiveness. Some key points covered include: - Methods for testing advertising concepts, messages, media strategies and budgets at different stages from initial concept testing through post-campaign measurement. - The testing process involves concept generation and testing, rough art/copy testing, finished ad pretesting, and post-testing methods like recall and recognition tests. - Effective testing follows principles like being relevant to objectives, using multiple measures, considering multiple exposures, and demonstrating reliability and validity. - Both pre-testing and post-testing methods along with establishing communication objectives are essential parts of effective advertising effectiveness research.

1. “Advertising Effectiveness”
Group 7
Shubham Gupta-2015304
Vandana Shivani-2015315
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3. Arguments for Measuring
O Avoiding costly mistakes
O Evaluating alternative strategies
O Determining if objectives are achieved
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4. Arguments for not
measuring
O Cost
O Research problem
O Disagreement on what to test
O Objectives of creative
O Time
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5. Conducting research
What to Test
O Source Factor
O Message variable
O Media strategies
O Budgeting decisions
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7. TESTING PROCESS
O Concept Generation and Testing-
O Rough art, Copy and Commercial Testing-
O Finished Art or Commercial Pretesting
O Market testing of ads or Commercials
O Essentials of Effective Testing
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9. Testing
Concept testing
O Focus group
O Mall intercept
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10. Rough art, Copy and Commercial Testing-
O Comprehension and Reaction Test
O Consumer Juries
O Halo Test
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13. Finished Art or Commercial
Pretesting
1. Pretesting Finished Print-ads
O Portfolio test
O Readability test
O Dummy Advertising Vehicles
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15. Pretesting
2. Pretesting Finished Broadcast ads
O Theatre test
O On-air test
O Physiological measures
O Brain waves
Alpha activity
Hemispheric Lateralization
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17. Post-testing
of Print-ads
O Inquiry tests
O Recognition tests
O Recall tests
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21. Post-testing
of Broadcast commercials
O Day after recall tests
O Persuasive measures-
O Diagnostics
O Comprehensive measures
O Test marketing
O Single-source tracking studies
O Tracking Print/Broadcast ads
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23. Where to Test ?
O Laboratory test
O Field Test
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24. How to Test ?
Follow PACT principles
O Relevant to objectives
O agreement on how results
O Provide multiple measures
O Be based on a model
O Consider multiple versus single exposure to the
stimulus
O Require alternative executions
O Provide controls to avoid biasing effects
O Take into account basic considerations
O Demonstrate reliability and validity
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25. Essentials of Effective
Testing
O Establish Communication Objective
O Use a consumer response model
O Use both pretests and posttests
O Use multiple measures
O Understand and implement proper
research
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28. Conclusion
O Research to measure the effectiveness is
important to the IMC program.
O Not enough companies systematically test
their programs.
O Problems exist with current research
methodologies.
O A variety of research methods—including
pretesting and post testing can be
undertaken
O It is important that effectiveness measures
are linked to campaign objectives.
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