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Part Six Monitoring, Evaluation, and Control
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 19-6 Ipsos-ASI
offers a comprehensive
testing measure
Figure 19-16 Ipsos-ASI’s
Next*TV
VI. Monitoring, Evaluation,
and Control
19. Measuring the
Effectiveness of the
Promotional Program
© The McGraw−Hill
Companies, 2003
The major advantage of day-after recall tests is that they
are field tests. The natural setting is supposed to provide a
more realistic response profile. These tests are also popular
because they provide norms that give advertisers a standard
for comparing how well their ads are performing. In addition
to recall, a number of different measures of the commercial’s
effectiveness are now offered, including persuasive measures
and diagnostics. (The Burke test itself no longer exists.)
Persuasive Measures As noted earlier in our discussion
of pretesting broadcast commercials, a measure of a commercial’s
persuasive effectiveness is gathered by asking
consumers to choose a brand that they would want to win in
a drawing and then—after exposure to the ad—ask the
question again. In theater settings this is accomplished by
announcing a series of prize drawings, with viewers indicating
which of the brands they would choose if they won.
In field settings, it is accomplished by taking a brand preference
measure when the video is delivered and then again
the next day. Some of the services offer additional persuasion
measures, including purchase-intent and frequency-ofpurchase
criteria.
Diagnostics In addition to measuring recall and persuasion,
copy testing firms also provide diagnostic measures.
These measures are designed to garner viewers’ evaluations
of the ads, as well as how clearly the creative idea is understood
and how well the proposition is communicated.
Rational and emotional reactions to the ads are also examined.
A number of companies offer diagnostic measures, including Diagnostic
Research, Inc., Gallup & Robinson, and Millward Brown.
Comprehensive Measures While each of the measures just described provides
specific input into the effectiveness of a commercial, many advertisers are interested
in more than just one specific input. Thus, some companies provide comprehensive
approaches in which each of the three measures just described can be obtained through
one testing program. Figure 19-16 describes one such comprehensive program, Ipsos-
ASI’s Next*TV test (Exhibit 19-6).
Test Marketing Many companies conduct tests designed to measure their advertising
effects in specific test markets before releasing them nationally. The markets chosen are
Objectives: To assist advertisers in copy testing of their commercials through multiple
measures to determine (1) the potential of the commercial for impacting
sales, (2) how the ad contributes to brand equity, (3) how well it is in line
with existing advertising strategies and objectives, and (4) how to
optimize effectiveness.
Method: Consumers are recruited to evaluate a TV program, with ads embedded
into the program as they would be on local prime-time television.
Consumers view the program on a videotape in their homes to simulate
actual field conditions. (The option to use local cable television programs
with commercial inserts is also provided.)
Output: Related recall (day-after recall) scores; persuasion scores, including brand
preference shifts, purchase intent and frequency, brand equity differentiation,
and relevance and communication; and reaction diagnostics to
determine what viewers take away from the ad and how creative
elements contribute to or distract from advertising effectiveness.