Welcome!
Ad Effectiveness
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
Objectives
① Why do we measure ad effectiveness
② What do we measure in an ad
③ Where and how do we test ad effectiveness
④ pretest and post-test measures
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① Why do we need to measure ad effectiveness?
Reasons to measure ad effectiveness
Avoiding costly mistakes (loss, GRP, which media…)
Evaluating alternative strategies (sponsorship…)
Increasing advertising efficiency (creativity vs info…)
Determining if ad objectives are achieved (if so, set new one…)
Reasons not to measure
Cost
Research problems
Disagreement of what to test
Objections of Creative Specialists
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② What are we measuring in an ad to be effective?
Attention
Learning
Acceptance
Emotional Response
Ad Recognition
Ad Recall
Category need
Brand awareness
Brand attitude
Brand purchase intention
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③ Where and how do we test ad effectiveness?
Laboratory test
Field test
Qualitative method
Quantitative method
Pretest measure
Post-test measure
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④ Pretest measure
Concept Test
Positioning statement, headlines, illustrations, words, color…
Rough Test
Rendering of final ad -- Animatic rough, Photomatic rough…
Pretest of finished ad
Portfolio tests A/B test
Readability test (Flesch test)
Diagnostic copy test – overall in a real setting - home
Physiological (Pupil dilation, Galvanic Skin Response (GSR) test, Eye tracking…
Brain waves (EEG), MRI…
Alpha state
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Post-test measures
Inquiry test
Ad recognition Test
Same ad, successive issue, same medium – cumulative
Same ad, different media – testing media, not ad per se
Different ad, same media – testing elements of ad
Ad recall Test
% of readers who recall the ad
Day After Recall (DAR) tests
Test marketing before going national or international
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Which ad is more effective? Why?
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Source: Mohan B, Buell RW & John LK 2020. Lifting the veil: the benefits of cost transparency. Marketing Science, 39(6), 1105−1121.
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Questions?�s.singh@uwinnipeg.ca