Chapter 5: Advertising Research Flashcards
Pre-testing
Testing of creative concept or creative execution before it appears in the media
What is the purpose of pre-testing
- Helps choosing most suitable ‘creative concept’ or ‘creative execution’
- Testing before media appearance can save money
Types of pre-testing techniques
1) Internal evaluation
2) Communication effects
3) Behavioural effects
Types of internal evaluations within pre-testing
- Checklists
- Readability analysis
Readability analysis
Is the given stimulus easy to read & quick to understand?
Types of communication effects within pre-testing
- Physiological tests
- Recall
- Direct opinion measurement
Physiological tests
The measurement of the reaction of the body to a given advertising stimuli
What are the disadvantages of physiological tests within pre-testing?
- Expensive
- Results difficult to interpret
Recall test
Testing the ability to recall a new ad or execution amid existing ads, takes place 20-30 minutes after exposure to the advert
What are the disadvantages of recall tests within pre-testing?
1) Memorisation capacity of the purveyor
2) Interest in product category of the purveyor can be questioned
3) Measurement is very briefly after the test
Direct opinion test
Jury of customers assesses the advert using a scale to measure the given aspects
What are the disadvantages of direct opinion tests within pre-testing?
- Unnatural environment
- Consumer jury effect: act like instant experts
Types of behavioural effects within pre-testing
A/B test
A/B test
Checks which advertisement works best: version A or version B and is tested on behaviour related (conversions, clicks, etc)
Limitations of pre-testing
- Artificial setting
- Consumer jury effect
- Neglects effect of repetition
- Limited time between exposure and testing
- Individual testing
Post-testing
A test of the effectiveness of a single advertisment after its placement in the media
Types of post-testing
1) Exposure
2) Message processing
3) Behaviour
Exposure test
The extent to which the ad has reached it’s intended audience
Types of message processing tests within post-testing
- Recall test
- Recognition test
Recognition test
Test in which a sample of ads is presented to a consumer, who is asked to indicated whether he or she recognizes the ad or not
Unaided recall test
Consumers have to indicate which ad they remember ‘spontaneously’ having seen, in a specific magazine, TV or billboard
Aided recall test
The consumer’s memory test is helped by means of clues when asked which ads they remember
Limitatons of recall and recognition tests
- Consumer’s honesty may be questioned
- Relevance of recall
- Time between exposure and measurement
- Not an indicator of message processing and buying behaviour
KPI
Key Performance Indicators
Net Promoter Score
A measure of the loyalty of a company’s customer base with a score from 0-10 which comes from the customers answering the question “how likely are you to recommend this company to a friend or colleague?”
What is the name given for the numbers 0-6 within the NPS
Detractors
What is the name given for the numbers 7-8 within the NPS
Passives
What is the name given for the numbers 9-10 within the NPS
Promoters
How is NPS calculated?
% promoters - % detractors
