STRATEGIES AND TECHNIQUES FOR MEASURING ADVERTISING CAMPAIGN
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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.
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Related Dimensions |
Movement toward Action |
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CONATIVE The
realm of motives. Messages
stimulate or direct desires. |
Conviction |
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AFFECTIVE The
realm of emotions. Messages
changes attitudes and feelings. |
Linking |
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COGNITIVE Te
realm of thoughts. Messages
provide information and facts. |
Awareness |
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