Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
VI. Monitoring, Evaluation,
and Control
19. Measuring the
Effectiveness of the
Promotional Program
Objective: Tracking recall of advertising (and client’s ads) appearing in magazines to
assess performance and effectiveness.
Method: Test magazines are placed in participants’ homes and respondents are
asked to read the magazine that day. A telephone interview is conducted
the second day to assess recall of ads, recall of copy points, and
consumers’ impressions of the ads. Sample size is 150 people.
Output: Three measurement scores are provided:
• Proven name registration—the percentage of respondents who can
accurately recall the ad.
• Idea communication—the number of sales points the respondents can
recall.
• Favorable buying attitude—the extent of favorable purchase reaction to
the brand or corporation.
recall of subsequently advertised claims. These results would seem to indicate that a
suggestive brand name could facilitate initial positioning of the brand but make it
more difficult to introduce new attributes at a later time. The authors suggest that
these results might be useful in explaining why Jack in the Box has had trouble developing
a more adult image and why Old Spice and Oldsmobile have had difficulty
with younger audiences. 24
A very extensive longitudinal study was conducted by the Netherlands Institute of
Public Opinion (NIPO) to assess the relationship between recall and recognition. The
results indicated that the average correlation between recall and recognition in both
newspapers and magazines was very high (r = .96 and .95, respectively). The study
concluded that recall actually stems from recognition, in that 99 percent of 3,632 cases
of recall also had recorded recognition. In addition, likable and interesting ads doubled
the recall scores and increased the recall share of recognition. Creative advertising was
much more effective for creating perceptions and recall than was the size of the ad. 25
Posttests of Broadcast Commercials A variety of methods exist for
posttesting broadcast commercials. The most common provide a combination of dayafter
recall tests, persuasion measures, and diagnostics. Test marketing and tracking
studies, including single-source methods, are also employed.
Day-After Recall Tests The most popular method of posttesting employed in the
broadcasting industry for decades was the Burke Day-After Recall test. While a number
of companies offered day-after recall methodologies, the “Burke test” for all
intents and purposes became the generic name attached to these tests. While popular,
day-after recall tests also had problems, including limited samples, high costs, and
security issues (ads shown in test markets could be seen by competitors). In addition,
the following disadvantages with recall tests were also suggested:
1. DAR tests may favor unemotional appeals because respondents are asked to
verbalize the message. Thinking messages may be easier to recall than emotional
communications, so recall scores for emotional ads may be lower. 26 A number of other
studies have also indicated that emotional ads may be processed differently from
thinking ones; some ad agencies, for example, Leo Burnett and BBDO Worldwide,
have gone so far as to develop their own methods of determining emotional response
to ads. 27
2. Program content may influence recall. The programs in which the ad appears may
lead to different recall scores for the same brand. The net result is a potential
inaccuracy in the recall score and in the norms used to establish comparisons. 28
3. A prerecruited sample (Gallup & Robinson) may pay increased attention to the
program and the ads contained therein because the respondents know they will be
tested the next day. This effect would lead to a higher level of recall than really exists.
© The McGraw−Hill
Companies, 2003
Figure 19-15 Gallup &
Robinson Magazine Impact
Research Service
643
Chapter Nineteen Measuring the Effectiveness of the Promotional Program