In television audience research in The Netherlands (and similarly in other European countries) viewing behaviour is registered by the meter on a Per second basis. A change in channels is noted from the moment a viewer watches a channel for fifteen seconds or longer. Audience behaviour during channel changes lasting less than fifteen seconds is attributed to the last channel the viewer watched for fifteen seconds or longer. As consequence, in the case of a series of quick channel changes, a delay in the registration of channel changes occurs. Assuming that relatively more switching occurs during commercial blocks than during programs, it can be expected that audience ratings for commercial blocks would benefit more from a persistence threshold than audience ratings for programmes. A study was carried out to determine the effects of a fifteen second threshold on the viewing behaviour reported, and found this threshold has no effect on audience rating for commercials. The only effect was a very small increase in the audience ratings for the ten national Dutch channels in relation to the other, foreign channels.
Traditionally, application of household panel data is almost completely limited to more or less descriptive purposes, like demographic consumer profiles, brand switching behaviour or parallel usage. Although the information drawn from these analyses is quite valuable, there are manufacturers with a need for a much deeper understanding of what drives their brands sales. In this context, marketing activities like television advertising, feature prices, promotions and combined actions Play a crucial role. For this reason, ACNielsen Germany has developed the brand choice and quantity model (BCQ), which is capable of measuring the short-term effectiveness of marketing activities on incremental sales. The following paper describes the methodological approach as well as first results and implications for marketing planning, obtained in a case study.
This paper presents the authors latest experience with their X-10-D model, a rate of change model. The authors find that what was initially a retrospective monitoring and testing tool is now primarily being used for ongoing measurement of the effects of alternative marketing and media strategies and tactics and used for setting planning and performance goals for the future. The authors are in the process of developing simulation capabilities which will allow managers to consider more alternatives and their likely outcomes before deciding on a strategy to implement.
This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium. Described are the effective mechanisms of radio advertising in relation to actual exposure, both generally and with regard to specific target groups and reception conditions. A supplementary illustration is provided by the results of three campaigns analysed in the study.
Despite the growing importance of radio as an advertising medium in The Netherlands, there is very little research available on the impact of radio advertising and how to influence it. We designed an experimental survey to learn how to influence the impact of a radio commercial. Factors included in our study were length of the spot, length of the advertising block it is aired in, the position within the block and the likeability of the spot. Results indicate the length of the block as well as block position (to a somewhat lesser degree) influence impact: the longer the block, the lower the impact of each individual spot - except when aired first in a block, which is the ultimate goal when trying to insure impact. Furthermore, the spot length had some influence on impact. Spots longer than forty seconds scored significantly higher impact. Nevertheless there was an interaction effect between spot length and likeability. Likeable ads were longer or longer ads were more likeable. Even more, the brand image seemed to correlate with likeability. However, it seems that product and/or brand involvement cause this correlation.
The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John Philip Jones STAS measurement. The authors conclude that Jones STAS measures a mixture of individually mediating effects, trade promotional effects and advertising effects, nothing that really helps to judge TV advertising effectiveness in general. They recommend to use a revised indicator, the so called adjusted STAS, to get a first indication whether advertising has a short term effect and to be able to estimate the effects of other interfering variables on purchase behaviour.
The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the marketing target in the media strategy, and measuring the advertising effects on real purchase behaviours.
This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different advertising effects, varying according to types of effects, type of advertising and product category.
The paper describes a proprietary modeling process which has been used to isolate advertising effects of a short-term nature and to document long-term effects. Many of the findings of this work are congruent with the findings of John Philip Jones, particularly the clear-cut ad effects in the week of exposure. However, this model makes use of standard household panel data rather than the "single source" data used in Jones analysis and unlike Jones, offers a concrete mechanism for examining long-term effects.
Measuring and modelling advertising effectiveness have attracted considerable attention from researchers and practitioners. This paper presents development, testing and applications of a new market model for advertising effect. It represents an extension of a model developed by Rice and Davis (1993) for the Canadian Media Directors' Council. The dynamic advertising effects are modelled by a modification of the adstock approach. Many advertising and media practitioners pose questions such as: How can effect modelling by applied to problems in advertising and media other than for assessing advertising effectiveness? A case study exemplifies some applications of the model for optimising the media plan: Advertising budget setting, required budget to sustain effectiveness objectives, and allocating the budget over time.
This paper starts by examining possible reasons for the lack of consistent in-market validation of advertising pre-tests. It is hypothesized that conventional pre-testing measures may not distinguish well between transitory and more permanent effects of exposure to the advertising, because they ignore - or fail to identify correctly - the degree of personal significance the message has for the respondent. The paper reviews the issue of the persuasiveness of advertising messages, from the viewpoint of cognitive psychology. The use of cognitive responses - thought listing - in the measurement of personal significance, and their relationship to advertising effectiveness is examined. In addition to reviewing academic research on this topic, the paper describes how the principles of cognitive response have been incorporated into an advertising pre-testing system that is now in use in Europe, America, and the Pacific region. This methodology is described, and examples of actual test results are included. The paper also includes the results and conclusions from a meta-analysis of a database of over 200 quantitative advertising pre-tests in which Cognitive Response Analysis (CRA sm ) has been used. These demonstrate that self-relevance, the key CRA SM measure, is largely independent of other conventional measures of advertising effectiveness, and support the hypothesis that self-relevance is the mediator of more permanent advertising effectiveness. The paper concludes by describing an extensive study which has demonstrated that measures of "self-relevance" derived from Cognitive Response Analysis are predictive of the longevity of advertising effects, measured in pre-testing.
Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. This study merges two sets of data, the audience to DRTV commercials and telephone response data which can then be cross-analysed against various criteria to see what will produce the best response rate. The factors examined are several but include such items as the best time of day to advertise, the best length of the commercial, whether to have a voice-over of the telephone number and so on. The results described below should enhance the general understanding of DRTV and enable those especially newer to the medium to obtain more from their T.V. expenditure.