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.
This presentation proposes that advertising be evaluated in terms of its perceived value to consumers. The discussion is divided into four sections. In the first, some notions about consumer behavior that form the rudiments of a theoretical perspective within which such an approach is anchored are set out. In the second section, a conceptual model of advertising value is presented. A portion of the model that has been tested empirically is then highlighted. The final section concludes with a discussion of applications and implications that the study of advertising value has for assessing as well as enhancing advertising effectiveness.
The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The Programme Committee expressed its interest also in including an explanation of the development of advertising tracking in this paper. This subject would be a very extensive one, probably even a subject for extensive research, and so too big to be fully developed in this paper. Nevertheless, without pretending to fully develop the subject I will try to cover some points that I feel are important issues for its understanding.
This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium of the future, has been influenced by better targeting through individual lifestyle analysis. It also meets the demands of the marketer of the nineties, being very cost-efficient, flexible and more measurable that other forms of media. There are various ways of measuring the effectiveness of consumer direct mail, including the traditional direct response device. One of the most accurate methods is through research which is gathered on a continuous basis by RSGB's Mailmonitor panel survey. The RSGB Mailmonitor panel monitors the volume, targeting and the response of all consumer direct mail campaigns in Great Britain and provides a valuable insight into trends, both for the industry as a whole and for individual campaigns.
The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts different advertising mechanisms, spanning a continuum from immediate to longer term effects. It is these delayed effects that are difficult to measure and therefore, often underestimated - yet which hold the key to long term brand profitability. These observations have profound implications for the expectations of the advertiser. We go on to explain the role of advertising as a multiplier in leveraging the influence of other elements of the marketing mix. Given that delayed effects do exist, triggered by actual experience of the brand, ad associations need to be lodged in long term memory. This leads us onto a discussion of the critical role of creativity in advertising. We then discuss the implications both in pre-testing and especially, in evaluating on-air effectiveness of advertising. The paper concludes with an illustration of some of our observations from the Brazilian yellow fats market. If the full continuum of advertising effects is not appreciated, the pressure for hard sell advertising with immediate results will become ever greater. Tools are now available for enhanced decision making founded upon a real appreciation of how advertising works for individual brands in individual markets.
Marketers who wish to continually improve advertising productivity will begin to apply a Total Quality approach to the advertising development and management processes, using statistically sound (sales-related) measurement feedback at appropriate stages in the process. The empirical evidence observed to date suggests that the persuasion measurement (as collected by RSC) is an appropriate criterion measure for this statistical feedback and truly contributes to continuous business improvement, particularly when applied at the following stages of the advertising process: before creative execution, to find a persuasive selling proposition; before production, to determine the number of executions needed for the media plan (given wear out projections); before airing, to determine which ads are the most persuasive executions of the selling proposition; and while airing, to implement execution refreshment and rotation, maximizing persuasive power (PRPs) delivered to market. On the other hand, the empirical evidence also suggests that marketers who continue to rely on hit and miss processes and measurement feedback (such as liking, recall, weight alone, brand name recall, etc.) will be out-marketed and perhaps out of business in the highly competitive global arena of the 21st Century.