This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a âtest-and-learnâ mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.
This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a test-and-learn mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.
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.
In France, the new product sales forecasting activity has progressively left the area of measurements done in a real environment in favour of simulated test: those tests are usually cheaper, shorter and much more confidential. The main purpose of this paper is to show empirical evidences that : - Some of the underlying assumptions made a few years ago by the model-builders are to be reviewed today; - It is impossible to ignore definitely measurements done in real conditions.
The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive threats and potential opportunities. The paper also discusses the evaluation of the relative success of each element of the promotional mix, again in relation to expenditure.
Selling more units at lower cost is one of the tasks advertising should perform. There is ample proof that advertising, if perceived, if read or listened to and especially if recalled does cause purchasing. Getting consumers to so react to advertising largely depends on the quality of ads and commercials. Spending money in the creative area therefore is even more important than buying space and colour. Producing attractive advertising does help to increase perception levels. The single most deciding criterion is shown to be the interestingness of advertisements. Interest causes both perception and sales effects. In auditing the effects of advertising measures of interest aroused should take its place alongside recognition, proved recall and registration of buying intentions (or if at all possible: buying behaviour). Measures of interest are particularly useful in connecting pretest to post-test-data. Findings from various ad hoc surveys and continuous post testing are reported. A plea is made to audit advertising effects in much the same way as a companyâs profits (or losses) are being checked. Advertising and every single ad or piece of copy should be viewed as just another product that should perform the functions it is designed for. Poor advertising should be discontinued just as quickly as unsuccessful product lines.
This paper is based on retail store audits covering the consumer sales movement of 101 established brands of food, household and toiletry products over a seven to ten year period ending 1970-1972. Consumer sales are expressed as a share of market for each brand in relation to its major primary competition and contrasted with share of marketing effort. When a brand's share of advertising for a given year is compared with the previous year's share of market, the paper shows that there is a rather consistent trend relationship between changes in this independent variable and changes in share of market between the two years in question. This generally takes the form of a linear relationship as expressed by the equation. This equation represents what might be termed a Marketing Advertising Pattern or MAP for the brand. The paper concludes with the observation that the maintenance and/or expansion of an established brand's consumer franchise depends on keeping the product up-to-date and in line with consumer wants and needs.
The subject of this paper is the basic research on the measurement of the effect of advertising on purchasing probability at the pre- and post-test stage for all media advertising which IVE has been carrying out systematically over the last eight years.
The purpose of the research was to collect data on the effect of in-store advertising through the Supersound system, and so to provide an answer to the question whether the large scale introduction of this system would be useful.
One of the realities of advertising research is continuous, usually syndicated, research on recognition and recall, and - roughly these last five years - of intent-to-buy. That seems to go on whatever the latest fashion in schools of thought (or schools of action) about producing advertising.
There are some criticisms and comments we would like to append to our paper. The criticisms are self-directed, since I feel that we may not have fully communicated some elements of the T-Meter technique.