Week 6: Measuring Advertising Effectiveness Flashcards Preview

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Flashcards in Week 6: Measuring Advertising Effectiveness Deck (28)
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1
Q

What are objectives?

A

Statements of what various aspects of the integrated marketing communications (IMC) program will accomplish with respect to factors such as communication tasks, sales, market share and the like.

They are needed for several reasons, including the functions they serve in communication, planning and decision making, and measurement and evaluation

2
Q

What are the three values of objectives?

A
  • Consensus
  • Planning & decision making
  • Measurement & evaluation
3
Q

What are the elements of an objective?

A
  • Measurable communication tasks
  • Specify target audience
  • Benchmark starting point for degree of change sought
  • Time period
4
Q

What is the hierarchy of objectives?

A
  • Marketing objectives –>

* IMC objectives –> advertising objectives OR objectives for other elements of IMC

5
Q

What are communication objectives?

A

Those that try to influence the way we think and feel.

  • Communication effects
  • Awareness action
6
Q

What are sales (behavioural) objectives)

A

Those that seek to change the way we behave

  • Sales
  • ROI
  • Relative market share

Are appropriate when using:

  • IMC tools designed to elicit direct action (sales promotion, direct marketing)
  • direct response advertising
7
Q

What are the factors affecting sales?

A
  • Technology
  • The economy
  • Product quality
  • Price
  • Distribution
  • Advertising and promotion
  • Competition
8
Q

What is DAGMAR (relates to setting objectives)?

A
D-Define
A-Advertising
G-Goals for
M-Measuring
A-Advertising
R-Results

Awareness –> Comprehension –> Conviction —> Action

9
Q

What is the RTTT approach to setting objectives?

A

R-Realistic
T-target market is clearly defined
T-task—state exactly what degree of change is sought
T-timeframe of the objective

10
Q

What are the two sides of the scale to balancing objectives and budgets?

A

What we’re willing and able to spend vs. what we need to achieve our objectives

11
Q

What are the 3 basic principles of marginal analysis?

A
  • Increase spending - if the increased cost is LESS than the incremental (marginal) return
  • Hold spending - if the increased cost is EQUAL to the incremental (marginal) return
  • Decrease spending - if the increased cost is MORE than incremental return
12
Q

What is top-down budgeting?

A
  • Top management sets the spending limit

* Promotion budget set to stay within spending limit

13
Q

What is build-up budgeting?

A
  • Promotion objectives are set
  • Activities needed to achieve objectives are planned
  • Costs of promotion activities are budgeted
  • Total promotion budget is approved by top management
14
Q

What are the 5 top-down budgeting methods?

A
  • Competitive parity
  • Percentage of sales
  • Affordable method
  • Return on investment
  • Arbitrary allocation
15
Q

What are the 2 build-up budgeting methods?

A
  • Payout planning - looks at what % competitors’ are spending on advertising budget
  • Objective & task
16
Q

What is the objective and task method? (A build-up budgeting method)

A
  • Establish objectives - e.g. create awareness of new product amongst 20% of target market
  • Determine specific tasks - e.g. advertise on market area television and radio and local newspapers
  • Estimate costs associated with tasks - e.g. determine costs of advertising, promotions, etc
  • Monitor and adjust - monitor performance and adjust
17
Q

What are the reasons FOR (as opposed to against) measuring effectiveness?

A
  • Avoid costly mistakes
  • Evaluate alternative strategies
  • Increase efficiency of IMC
  • Determine if objectives are achieved
18
Q

What are the reasons against measuring effectiveness?

A
  • Cost of measurement
  • Research problems
  • Disagreement on what to test
  • Objections from creative personnel
  • Time
19
Q

What is the measurement process?

A
  1. What to test
    - source factors
    - message variables
    - media strategies
    - budget decisions
  2. When to test
    - pretesting
    - post-testing
  3. Where to test
    - laboratory tests
    - field tests
  4. How to test
    - testing guidelines
    - appropriate tests
20
Q

What are the source factors of credibility? (5)

A
  • attractiveness
  • trustworthiness
  • similarity
  • expertise
  • likability
21
Q

What are the 4 steps of testing for campaign development?

A
  1. Concept generation research
  2. Rough testing
  3. Finished art or commercial testing
  4. Market testing (post-testing)
22
Q

What are the key types of rough art, copy and commercial testing?

A
  • Animatic rough
  • Photomatic rough
  • Live-action rough
  • Comprehension and reaction tests
  • Consumer juries
23
Q

What are ways you can pretest finished print ads?

A
  • Portfolio tests
  • a laboratory method
  • includes test and control ads
  • Readability tests
  • based on syllables per 100 words
  • other factors also considered
  • Dummy advertising vehicles
  • distributed to random sample of homes
  • product interest may still bias results
24
Q

What are the two ways you can pretest finished digital ads?

A
  • Theatre tests

* On-air tests

25
Q

What are theatre tests?

A
A way to pretest finished digital ads.
Measures changes in product preferences. 
May also measure:
* interest in and reaction to the commercial
* reaction from an adjective checklist
* recall of various aspects included
* interest in the brand presented
* continuous (frame-by-frame) reactions
26
Q

What are on-air tests?

A

A way to pretest finished digital ads.

  • insertion in tv programs in specific markets
  • limitations are imposed by ‘day-after recall’
  • physiological measures
27
Q

What are 3 post-tests to market test print ads?

A
  • inquiry tests
  • recognition tests
  • recall tests
28
Q

What are the 7 post-tests to market test broadcast or digital commercials?

A
  • day-after recalls tests
  • persuasive measures
  • diagnostics
  • comprehensive measures
  • test marketing
  • single-source tracking
  • tracking studies