Quiz 17: Measuring Ad Message Effectiveness
The ultimate goal of measuring advertising effectiveness is to see how it affected the sales response from customers. This direct correlation is easier said than done. It is difficult to measure the impact of an advertisement directly on sales since there could be other multiple factors like cultural and economic environment, product quality, and pricing that could influence a sale of a product along with the ad campaign. Also, the effect of an ad campaign is lagged, it is difficult to determine after how much time this impact needs to be measured. The Marcom insight talks about measuring the effectiveness of an ad message through a 4 stage process. Message effectiveness measurement would ideally mean to influence the behavior, attitude and purchase decision of the consumer. The effect of the ad message on the purchase decision is again not so easily measured, but is more of a step in the process to influence them to ultimately lead them to buy the product.
A good copy testing system should be able to get agreement on how the test results will be used before the copy is actually tested. In other words, all the stakeholders involved - the client, Research Company, and advertising agency should be in agreement on the usage of the research results in order to avoid any misinterpretation among different parties later on. This means that all the stakeholders should have one objective in mind about what result they may want to measure and how they will evaluate the result of that research. For example, if a particular ad campaign is to be done with an objective of creating brand awareness, the research will be based on the measurement of whether the brand knowledge has increased after the copy testing or not. The result of this should be used to use or discard the existing ad copy for television advertising. This is a suitable standard. On the other hand, if "increase in brand awareness" would not have been decided as a result of the ad copy before being tested, there could have been chances that the advertiser or client would be interpreting the result as creation of an emotion to buy the product instead of mere brand awareness. This would lead to misinterpretation of the copy testing result and what could have been an effective ad would become ineffective due to this misinterpretation.
Pre testing form of advertising research is a method of testing ad copies before they are rolled out in the media. This is usually done with a sample set of target consumers to understand their reaction to that particular ad copy and whether it should be developed and rolled out to the intended target or not. Post testing forms of advertising research is meant to understand the consumer reaction after they have seen the ad in the media - print or television or online. Post testing is done to measure the effectiveness of the ads and whether the objective of the ad is met or not. Pre-testing form is more important because of the following reasons: 1. Each Final Ad involves a substantial amount of investment. Hence, pre-testing done at a reasonable cost can determine whether it is worth spending that amount on the final ad or not. 2. Pre testing forms can help in eliminating ineffective ads before they are ever run. Hence, the chances of losing the audience are less if pre testing is done 3. Pre testing also helps to ensure that all the stakeholders - client, advertising agency and Research Company are on the same page as to the intention of the ad.