ADVERTISING

RESEARCH
ADVERTISING RESEARCH
Advertising research adds the
dimensions of a scientific approach to
advertising .the scientific approach is a
practical way of ensuring against advertising
failure and improving the probability of
success
What to test
In advertising testing ,the researcher is concerned
with the measurement of advertisement
effectiveness. the ultimate criterion of ad
effectiveness is of course increased sales ,result
of either consumer awareness, his knowledge of
the product ,or a change in his attitude etc
Testing an ad should involve testing
the effectiveness of media alternative ,classes of
media ,their sub classes, specific media vehicles,
the size of space and time employed for ad
When to test
 An advertisement should be put to test
before its run so that any corrective step, if
required may be taken at the right time
 PRE TESTING
 POST TESTING
 CONCURRENT TESTING
WHY MEASURE AT ALL
The concepts of effectiveness and evaluation
are open to different interpretation .Besides,
creativity cannot be submitted in evaluation .It
will help to avoid expensive errors of judging
and strategy.
PACT: Positioning advertising copy
testing
Have emerged to measure effectiveness of ads
and sales results
PACT PRINCIPLES OF ADVERTISING
Ad Evaluation :
 Is related to ad objectives

Consist of several measures to ensure performance of ad

Is based on human responses to stimuli

Clear about results expected through each test

Provides controls to fitter the biased effects

Clear about sampling

Demonstrates reliability and validity empirically

DAGMAR APPROACH (Russel H
Colley)
It is felt that the task of measuring ad
effectiveness will not be daunting clearly spell
out the advertising goals.Russel .h.colley
pioneered an approach known by the
acronym DAGMAR-DEFINING ADVERTISING
GOALS FOR MEASURED ADVERTISING RESULTS
According to DAGMAR approach ,the
communication task of the brand is to gain
 AWARENESS
 COMPREHENSION
 CONVICTION
 IMAGE
 ACTION
TYPES OF ADVERTISING EVALUATION

Ad effectiveness
(testing)

pre testing of post

testing of
media
media
Pre testing print media ads
 ORDER OF MERIT TEST
 PAIRED COMPARISON
 PORTFOLIO TEST
 MOCK MAGAZINE TEST
 DIRECT QUESTIONING
 PERPECTUAL MEANING STUDIES
PROGRESS TEST
 THE NETAPPS METHOD
 INTEND TO BUY TEST
 SALES RESULT TESTS
 INQUIRY TESTS
 ATTITUDE TEST