chapter 12 Flashcards
reasons to measure effectiveness
1) avoiding costly mistakes
2) evaluating alternative strategies
3) increasing the efficiency of IMC
4) determining if objectives are achieved
reasons against measuring effectiveness
1) cost
2) research problems
3) disagreement on what to test
4) objections of the creative department (lol)
5) time
what are factors that need to be tested?
depends on objectives, but options are:
1) source factors (bad publicity of celeb endorser)
2) message variables
3) media choice
4) budget (efficiency, effectiveness)
how are test measures classified?
according to when they are conducted (pretest, posttest)
where to test?
1) lab
2) field
3) online
what does PACT stand for?
positioning advertising copy testing
what are the 9 principles of PACT
1) measurements are relevant to objectives
2) agree on how results will be used in advance
3) use multiple measurements
4) be based on a model of human response to communications
5) allow for consideration to frequency
6) alternative executions must be at the same level of finish
7) use controls
8) use sample definition
9) demonstrate reliability and validity
what are comprehension and reaction tests?
determines whether the meaning is interpreted correctly and how viewers react
what are consumer juries?
consumers (representative of target market) evaluate the probable success of a marketing communication idea.
watch out,
1) jury members may think they are more of an expert than they really are
2) the number of ads that can be evaluated is limited
3) halo effect is possible (overlooking weaknesses)
4) objectivity may be overshadowed by ad type preference
what are portfolio tests?
respondents are exposed to a number of control and test ads, then asked to recall info.
assumption is higher recall is better
issues:
1) factors other than ad may contribute to recal
2) recall may not be the best measure
whats a readability test
uses ‘flesch’ formula (determines number of syllables per 100 words) to determine how easy it is to read
what are physiological measures
1) pupil dialation (pupilometrics)
2) galvanic skin response (electrodermal response - measures skin electrical resistance)
3) eye tracking
4) brain waves (electroencephalographic [EEG] - alpha activity refers to degree of brain activity, hemispheric lateralisation distinguishes between left and right side brain activity {left = logic, right = emotion})
whats an inquiry test?
test of print ad effectiveness based on number of inquiries
what are drawbacks of recognition tests?
1) false claiming
2) interviewer sensitivities (bias)
3) reliability of recognition scores
what are persuasive measures
determines persuasiveness of ad by asking people to choose which brand they would prefer to win before seeing the ad and after
