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Belch: Advertising and
Promotion, Sixth Edition
VI. Monitoring, Evaluation,
and Control
19. Measuring the
Effectiveness of the
Promotional Program
Despite the rise in popularity of electronic response mechanisms, the traditional reader
service, or “bingo card,” remains the most common way to respond to trade
publication advertising.
Ad Response Methods Used Frequently or Very Frequently*
Indirect Methods
Return reader service cards 41%
Save ads for reference 35
Discuss advertised products with others 30
Pass ads on to others for possible action
Direct Methods
26
Send back reply cards/coupons 31%
Contact vendors’ websites 28
Telephone manufacturers 23
Telephone local distributors/reps 22
Go to magazine websites 21
Stop at vendors’ trade show exhibits 20
Discuss products with sales reps 20
Send faxes to vendors 17
Contact distributors’ websites 15
Send e-mail messages 10
Mail notes to vendors 6
*The 2,705 respondents could name more than one method.
Major advantages of inquiry tests are that they are inexpensive to implement and
they provide some feedback with respect to the general effectiveness of the ad or
medium used. But they are usually not very effective for comparing different versions
or specific creative aspects of an ad.
Recognition Tests Perhaps the most common posttest of print ads is the recognition
method, most closely associated with Roper ASW. The Starch Ad Readership
Report lets the advertiser assess the impact of an ad in a single issue of a magazine,
over time, and/or across different magazines (see Figure 19-14). Starch measures over
Objective: Determining recognition of print ads and comparing them to other ads of
the same variety or in the same magazine.
Method: Samples are drawn from 20 to 30 urban areas reflecting the geographic
circulation of the magazine. Personal interviewers screen readers for
qualifications and determine exposure and readership. Samples include a
minimum of 200 males and females, as well as specific audiences where
required. Participants are asked to go through the magazines, looking at
the ads, and provide specific responses.
Output: Starch Ad Readership Reports generate three recognition scores:
• Noted score—the percentage of readers who remember seeing the ad.
• Seen-associated score—the percentage of readers who recall seeing or
reading any part of the ad identifying the product or brand.
• Read-most score—the percentage of readers who report reading at
least half of the copy portion of the ad.
© The McGraw−Hill
Companies, 2003
Figure 19-13 Ad response
methods
Figure 19-14 The Starch
Ad Readership Report
641
Chapter Nineteen Measuring the Effectiveness of the Promotional Program