This document discusses methods for evaluating advertising effectiveness through pre-testing and tracking. Pre-testing allows marketers to understand how an ad campaign works in consumers' minds by analyzing emotional and rational responses and measuring key performance indicators. It also helps optimize current and future campaigns. Pre-testing involves showing ads to samples of the target population and collecting data on awareness, perceptions, attitudes, and purchase intent. Ad tracking measures the cumulative impact of campaigns over time by comparing brand metrics before, during, and after campaigns through quantitative research methods like questionnaires. The goal is to quantify changes in brand awareness, image, and sales that can be attributed to advertising investments.

1. Advertising research

2. Pre-test

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PRE-TEST. Definition & Objectives
WHAT IS IT?
Advertising evaluation method which aims at providing Marketing Management
with basic consumer input and guidance so as to evaluate performance of current
and prospective ad campaigns.
WHAT DOES IT ALLOW?
To understand the dynamics of how an advertising campaign works in consumers'
mind by:
Analyzing rational and emotional appreciation of ad/brand.
Measuring key elements of ad performance through measures of perception
WHAT OBJECTIVES DOES IT MEET?
Measure the performance of current ad campaign and estimate the performance
of alternative ones.
Assess communication and understanding of ad messages against specific
attribute objectives.
Develop insight into the true "retention" or "belief" level for the campaigns.
Evaluate effectiveness of present and possible alternative approaches.

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PRE-TEST. Methodology description
SAMPLE?
Sample composition must reflect target population's demographic / brand usage
profile, and must be the same across groups. Small deviations can be corrected
through weighting.
SAMPLE SIZE?
Minimum sample size: 100 (for homogeneous groups). Recommended sample size
for each group: 150.
METHOD?
Central Location / in home interviewing, on an individual basis.
Conducted via independent matched samples.
Monadic / sequential monadic (!rotation) evaluation of at least two campaigns
(typically Current and Alternative campaigns).
Exposure to replicate as closely as possible actual conditions of the campaign.
Performance of campaigns assessed by comparing results across cells.

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QST Structure: Recruitment
Recruitment
Ad evaluation
The main idea of the Ad
Add questions (attitude, perception)
Intention to buy a product
 Socio-demographic
characteristics (Gender, age,
income level etc.)
 Consumption level of the
brand / product (frequency of
consumption etc.)
 Awareness level of the
brand
 Etc.
Brand Image
Classifying

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QST Structure: Ad evaluation
Recruitment
Ad evaluation
The main idea of the Ad
Add questions (attitude, perception)
Intention to buy a product
 Ad evaluation by scale
(overall likeability)
 2 open-ended questions:
 What did you like?
 What did you dislike?Brand Image
Classifying

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QST Structure: The main idea
Recruitment
Ad evaluation
The main idea of the Ad
Add questions (attitude, perception)
Intention to buy a product
In order to make them think!:
What in your opinion the
authors wanted to tell about
the brand?
What is the main idea?
What effect (concerning the
brand) the Ad had on you?
Brand Image
Classifying

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QST Structure: Additional questions
Recruitment
Ad evaluation
The main idea of the Ad
Add questions (attitude, perception)
Intention to buy a product
Brand Image
Classifying
What was unclear?
What was mistrustful?
Did you like the sound?
Did you like the characters?
Whom the most?
The Ad message (idea,
attractiveness, memorability)
Who is the brand consumer?
The connection between Ad
and the brand / product
The Ad unicity
Etc.

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QST Structure: Brand image
Recruitment
Ad evaluation
The main idea of the Ad
Add questions (attitude, perception)
Intention to buy a product
Brand Image
Classifying
Respondent is to agree or disagree
with a set of statements (no more
than 25) about the brand that can
comprise:
Attitude / feelings to the brand
(excellent taste, low-caloric, etc.)
Opinions on the brand
consumption (helps to look better,
etc.)
Perceptions about the brand
consumers (rich, active, keeping
on diet, etc.)
Opinions on the brand (for such
people as, popular, the leading
brand)

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QST Structure: Purchase intention
Recruitment
Ad evaluation
The main idea of the Ad
Add questions (attitude, perception)
Intention to buy a product
Now than you’ve seen the
brand what statement could
better describe your intention
to buy it:
Definitely would buy
Rather would buy
May buy, may not
Rather would not buy
Definitely would not buy
Brand Image
Classifying

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QST Structure: Classifying
Recruitment
Ad evaluation
The main idea of the Ad
Add questions (attitude, perception)
Intention to buy a product
Socio-demographic
characteristics (education,
marriage status etc.)
Brand Image
Classifying

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PRE-TEST. Results & Limitations
WHAT WILL WE ACHIEVE?
Will define the best AD
Will find out whether the AD idea is clear to the TG
Will clarify the attitude to the new Ads and to the product
Will see if the new Ad fits the overall Ad / Brand strategy / image
WHAT ARE THE LIMITATIONS?
The method is designed to analyze the performance of ads in their finish forms
only (i.e. no Concept boards, Story Boards, Drawings, Animatics, etc.).
It is not designed for evaluation/screening of executions.
It is not advisable to run it with a combination of more than one medium for
multi-stage campaigns, unless partition effect of media is required.
It is also not advisable to combine more than two media.

13. Ad effectiveness research

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What is the AD effectiveness?
This is the Advertising payout in reliance on every $ spent on it.
N/B!
To find a linear relation between sales and Ad expenses is difficult,
because of the following factors influence:
The product quality (if the product doesn’t meet the Ad’s promise, there
will be ‘try & drop curve’)
The price level (too high or too low)
The distribution
The seasonality
Competitors actions etc.

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What quantitative research measure?
While measuring Ad effectiveness we always use concrete terms:
The increase of Brand Awareness
The increase of interest to a new / weak product or brand (or upkeep of
interest to the strong brand)
The Ad attractiveness
The Ad message plainness / readability
The positive changes in the brand image after Ad campaign.

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Ways of Ad effect measurement
1. Ad-hoc measurement
The most economy option
An ideal approach for short, irregular, non-repeated campaigns
2. Ad tracking
More expensive and long-lasting method! Essential if the brand is always
advertised.
Not only Brand and Ad evaluation but also allows:
to analyze the cumulative effect of the previous campaigns
To track changes in Brand position & image.
N/B! Commonly Ad effect appears with time lag and changes in the
consumption behavior could be due to the previous campaigns or
seasonality!

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The classical approach
2 measurements are carried out: pre-campaign and post-campaign.
Pre-test results (for our brands and for competitors):
The current position of the Brand: share of respondents, who aware,
consume it,
brand image before the campaign,
the share of ‘Ad / Brand mistake’, i.e. those who aware / consume the
brand, which is not in the market, or Ad which in not advertised.
If the campaign lasts long or if there is an opportunity to correct the Ad
plan, it’s worth to carry out several intermediate measures.
The FINAL measure is carried out in a month after the campaign
beginning but NOT LATER than a week after it’s end.

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The typical Questionnaire
Screening
Product / Brand awareness (spontaneous and prompted)
Brand usage
Ad awareness (spontaneous and prompted)
Ad elements awareness
Ad sources
Overall impression
Ad’s iniquity
Connection between Ad and brand
The Ad massage’s memorability
The Brand image (correspondence)
Brand indicators
*spontaneous*
should be measured
before Ad ones;
because of influence