Ch_18

Pretesting Physiological measures


A less common way to pretesting finished commercials involves a laboratory setting. These indicate the receivers involuntary response to the ad. These measures are used to test both print and broadcast ads which includes pupil dilation, galvanic skin response, eye tracking, and brain waves.

http://adage.com/article/adage-encyclopedia/testing-methods/98903/

Alexis Lee ch 18

Sponsoring is an effective way to get the name of a small business to grow. Reputation is important because if there is no rep[. no one knows you. For big companies you will see that they are sponsored in things such as movies and television shows, and for small companies you may see them being mentioned and used by people who are well-known on the internet. Depending on what the person says about the product could lead to a good or bad reputation.



http://content.crowdsight.co/blog/top-10-examples-of-sponsors-winning-with-sports-stars-on-social-media

Sydney_Chap18

https://www.exchangewire.com/blog/2017/04/03/video-ads-consumed-muted-qa-oliver-gold-commercial-director-yoc/

Consumers are watching ads muted, and the article is primarily talking about how advertisers will have to start creating ads that are sill engaging for the viewer though silent.

stephanie_ch.18

Eye tracking technology

Researchers now use eye tracking technology to determine how effe tive their advertising is. It tells them if their attention was grabbed, where di they look, if they are reading or scanning, and how much time it is looked at. Because of its costlyness, it is not common, but has proven to be successful, saving companies money if they know people srent kooking at their ad. So it might have a more expansive future. 

Tobii is a top developer of this technology and this is an overviewnof their brand as well as some visuals. 

https://youtu.be/MH-xc41VMSI

Madison_CH18

NIVEA's Latest Terrible Advertisement

So NIVEA recently posted a really bad, not thought out advertisement on their facebook, and after many white supremacist comments, including, but not limited to, "Heil Hitler" and many pictures of swastikas, they removed the post. But not before I could screenshot it!

Zannyell_Ch18

What makes you different?

The book talks about effective ads and how it is important to have an effective ad. We all know the basics of creating a product or service is to solve a problem, but if there are other products or services out there that do the same thing: what makes you different from your competitors. How do you stand out? How do you advertise your creativity? 

11 Simple Tips to Creating An Effective Ad

https://www.targetpublic.com/11-simple-tips-creating-effective-ad/  

Brynn_Chp18

Advertising effectiveness 

Measuring your advertising effectiveness is important in order to reach your goal and know you are on the right track.  According to Empower Media Marketing, there are 10 top ways to measure your advertising effectiveness.  

1. Set a clear objective
2. Test your creative strategy 
3. Understand your media's numbers 
4. Line up effectiveness plan with your advertising objectives
5. Utilize digital measurement techniques
6. Test & Learn
7. Use simple models
8. Create Predictive models
9. Track you success 
10. Recognize the art and science

http://www.empowermm.com/measuring-media/top-10-ways-to-measure-advertising-impact/

Christine_ Ch18

Sponsorship can be a good way for a company to get money for ads. It is a form of advertisement that is helpful to companies that don't have enough money on their own and need help. However, there are disadvantages to using sponsorship too. For the company itself, if the team or business they are sponsoring does something in a negative light now that company is associated with that company's downfall. Your company could suffer for another's doing and it would only be by association.

 http://www.ehow.com/info_8335114_disadvantages-sponsorship.html

Molly_chp18

Field Tests

One of the main ideas in the book is field test. These tests can help marketers know the programs content, effects of repetition, and know the competitive messages. I think this type of test can be very useful to a marketer. Even though competitors or if atypical events occur I think that field tests are worth the risk for marketers. It's worth the risk, because field tests can help marketers know what the right message is for a company. This article that I choose shows that not only is field testing important, but it lists other things that can be important to measure advertising effectiveness.

http://www.yourarticlelibrary.com/advertising/techniques-to-measure-advertising-effectiveness/48670/

Kaitlyn_Chp18

Consumer Juries

Consumer juries evaluate ads and give their reactions to them. The ads are compared all at once and rated according to merit, the order or merit method, or they are compared two at a time, the paired comparisons method. The ad that wins the most times is considered the best ad and the one that will most likely be used. A consumer jury usually has around 50-100 participants.

More information on consumer juries:
http://www.businessmanagementideas.com/advertisement/how-to-measure-the-effectiveness-of-advertising/8842

MaeghanE_Chp18

New Print Pre-testing -  How to conduct a pre-test

http://www.thehealthcompass.org/how-to-guides/how-conduct-pretest

This guide shows steps and best ways to run a successful pre-test. Running one can be challenging if you do not know what you are aiming for. You need to outline the test, choose the right test, plan for it, develop questions, conduct test and then lastly summarize the results. This guide is a helpful hand at a much needed step to get your product perfect and ready to be put out into the world.

Alexa_Ch18

Readability Tests

A readability test is to determine the efficiency of the copy in a print ad without reader interviews. The Flesch formula determines readability of a copy by using the average number of syllables per 100 words.

These tests are effective, but they have limitations such as: the copy becoming too mechanical and not having direct input from receiver.

The link below is a website that offers insight on the Flesch formula and how to use it in a readability test.

http://www.readabilityformulas.com/flesch-reading-ease-readability-formula.php

Rachel_chp18

Measuring the effectiveness of sponsorships

This is an article I found about measuring the effectiveness of sponsorships. He goes over how it is usually a forgotten area of brand research, why it doesn't get measured and why it should be measured. https://www.marketstrategies.com/blog/2015/03/measuring-the-value-of-sponsorships/

Kayla_Chp18

In-store Advertising

This chapter mentioned in-store advertising, but didn't make any definitive claims about whether or not it is effective, based on the fact that it's a relatively recent development. According to the Marshall Insights article (second link), they are effective. Brand recall among those who were viewing the ads in the store (in this case Walmart) was at 65%, while those who were basing their answers off of ads they'd viewed only at home was at 23%. Additionally, shoppers in a different study rated ads in-store as slightly more effective than ads they'd seen at home (first link).

http://www.marketingcharts.com/traditional/in-store-ads-more-effective-than-out-of-store-8623/
https://www.marshall.usc.edu/faculty/insights/2010/why-store-tv-advertising-works

Monica_Chp18

Recognition Tests  **at softball games**

A recognition test is a posttest, and is one of the most common for print ads. This determines whether consumers and readers remember a an advertisement or not, which shows the effectiveness of and ad. The book talks a lot about the Starch Ad Readership Report. It has existed for over 85 years and lets the advertiser asses the impact of an ad in a magazine. Below is the link to the Starch Ad Research Report website.

http://www.starchresearch.com/services.html

Mackenzie_Chp. 18

Concept Generation and Testing

Concept test is conducted very early in the campaign's development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. Positioning statements, copy, headlines, and/or illustrations may all be under scrutiny. The material to be evaluated may be just a headline or a rough sketch of the ad. The colors used, typeface, package designs, and even point-of-purchase materials may be evaluated. One of the most commonly used methods for concept test is focus groups, which usually consists of 8 to 10 people in the target market for the product.

https://www.qualtrics.com/market-research/concept-testing/

Michelle_Ch18

PACT 

PACT stands for Positioning Advertising Copy Testing, which is a set of nine principles help improve research for prep and testings of advertisements. The article I found lists all nine principles and explains them. It also discusses how PACT helps advertisers determine where the best location is for their advertisement and the price point that the channel will have. The article also talks about what advertisers should be aware of when creating ads and what works best. 

http://smallbusiness.chron.com/advertising-pact-73108.html

Megan_Chp18

The book makes it clear that it is very important to measure the effectiveness of an ad. The biggest reason it lists is to avoid costly mistakes. Ads can cost millions of dollars which is a lot of money to be putting out there without being sure of the effectiveness. The others that it lists are evaluating alternative strategies, increasing the efficiency of advertising in general, and determining if objectives are achieved.

https://www.allbusiness.com/metrics-for-measuring-ad-campaign-effectiveness-1415-1.html

The website tells ways that you can check the effectiveness of the ad. It says you can monitor sales, new customers, requests for information, phone inquiries, retail store traffic, website traffic, or click-through rates. Then it goes on to give tactics to gauge the power of your ad.

Allex_Chp18

Reasons to Not Measure Effectiveness

It seems obvious that it makes sense to measure effectiveness, in certain instances, it is not done. Advertisers know of the importance of measuring effectiveness, some do not or if they do, they are not confident of the results. Companies give a number of reasons for not measuring the effectiveness of advertising and promotion strategies. These can include: cost, research problems, disagreement on what to test, the objections of creative, and time.

https://hbr.org/2010/11/our-ineffectiveness-at-measuri.html

Alyssa_Ch18

Source Factors

Measuring advertising effectiveness entails of the effectiveness and how the target market will respond to the spokesperson of that particular brand and company. The product spokesperson might have initially been an excellent source but they may lose impact over time. Negative publicity can easily change the value of the source.

https://www.linkdex.com/en-us/inked/worst-celebrity-spokesperson/

Kendra_Ch18

Tracking Studies

Tracking studies is tracking the effects of the ad campaign by taking measurements at regular intervals. Tracking studies have been used to measure the effects of advertising on awareness, recall, interest, and attitudes toward the ad and/or brand as well as purchase intentions. The major advantage of tracking studies is that they can be tailored to each specific campaign and/or situation. The link I provided goes into more details about tracking studies.

http://smallbusiness.chron.com/tracking-studies-marketing-65089.html