STRATEGIES AND TECHNIQUES FOR MEASURING ADVERTISING CAMPAIGN

 

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. Advertising campaigns appear in different media across a specific time frame. The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

STRATEGIES AND TECHNIQUES

Advertising campaign effectiveness measurement techniques can be classified as measuring cognitive response, effective response and conative response. A cognitive response measurement techniques evaluates changes in subject’s knowledge’s, and effective response measurement technique measure change in consumer’s attitudes towards a product and a conative response measurement determines the action that consumer take towards a product.

 

COGNITIVE (KNOWLEDGE) TEST: The responses measured by cognitive tests are the earliest stages of the hierarchy of effects. Some of these tests measure changes in the first or awareness stage by determining how many people were exposed to the advertising campaign’s elements being tested e.g media audience measures or physiology measurement.

Media Audience Measurement:    Media audience measurement serves as an important technique for evaluating or measuring effectiveness of a media programme for an advertising campaign. The technique used to measure the audience of media vehicle various from medium to medium. Therefore, certain steps must be included in media audience measurement which are:

1.         Design of measurement.

2.         Uses of audience measurement.

3.         Evaluation of audience measurement.

a.         Sampling error.

b.         Distortion of estimates.

Psychological Measurement:         A variety of laboratory measurement devices that record physical response to stimuli have been applied as advertising campaign measures. These tests are most often used to evaluate creative elements of an advertising campaign. The physiological measurement consists of the following steps:

1.         Design of the measurement.

2.         Use of physiological measurement.

3.         Evaluation of physiological measurement.

AFFECTIVE (ATTITUDE) TESTS:     Affective tests move to the liking and preference stages in the hierarchy. The responses measured are consumer’s attitudes towards company’s products, and advertisements of advertising campaign.

The rationale behind these tests in that a favourble change in attitude towards a product means that a person will be more likely to buy that product. The effective tests are completed through the following steps:

§  Opinion Measurements

o        Design of opinion measurements.

§     Consumer Juries.

§     Headline testing.

o        Evaluation of opinion measurements.

§  Attitude Measurements

o   Design of attitude measurements.

o   Uses of attitude measurements.

o   Evaluation of attitude measurements.

 

CONATIVE (MOTIVE) TESTS:            Conative tests move one stage further along the hierarchy of effects and measure the action that people take as a result of advertising campaign. Sometimes the action measured is actual purchase of the product, and sometimes the measurement is of some action prior to purchase or some action that is thought to stimulate purchase. The conative tests include different steps which are:

§     Inquiry Measurements.

o        Design of inquiry tests.

o        Evaluation of inquiry tests

o        Split-rum tests.

o        Theatre tests

o        Split cable tests.

SALES ANALYSIS MEASUREMENTS:          Since the ultimate effects desired from an advertising campaign are purchase, sales, results etc., hence if they can be related to advertising efforts, it represents the most valuable measure of advertising campaign effectiveness. Sales analysis measurements are completed by the following steps.

1.         Design of the sales measurement approach.

2.         Measuring consumer sales.

3.         Evaluation of consumer sales measures.

 

Related Dimensions

Movement toward Action

CONATIVE

The realm of motives.

Messages stimulate or direct desires.


Purchase

 

Conviction

 


 

AFFECTIVE

The realm of emotions.

Messages changes attitudes and feelings.


Preference

 

Linking

 


 

COGNITIVE

Te realm of thoughts.

Messages provide information and facts.


Knowledge

 

Awareness

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