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Posted by C.Michelsen on May 04, 2000 at 09:05:04:
In Reply to: School Project - please help posted by JG on May 03, 2000 at 14:01:01:
The problem with researching the effectiveness of and advert is that most purchases are not made immediately after the advert was viewed. Take for example the automobile industry, if you see an advert today it does not mean that in the near future you would rush out and buy a car. This is one problem. Some researchers have suggested that awareness is a good measure of effectiveness but this has not always proven reliable enough.
We could say there are two mayor problems in testing advertisements at an early stage:
1. The primitive versions of the advertisement à storyboards, etc.
2. The difficulty to test the effects of advertisement on real purchase without artificiality.
And then ccampaign effectiveness increases when:
1. Adspend on other brands in the category is low so that the campaign secures a high share of voice.
2. The product is new and the advertising promotes trial
3. The brand is well supported by the trade.
There are also factors that indicate responsiveness to advertisements:
1. Penetration is below the norm derived from the double jeopardy calculation (Only a few buyers representing a large market share)
2. The purchase frequency itself (When products are bought infrequently -cars- then advertising effects are not long lasting)
3. The flexibility of the purchase - you can only buy so much toilet paper, or salt.
Overall what you have to do is diagnose and compare. When diagnosing you must be c concerned with the themes that are more suitable for a campaign. Research must produce information about which features of a product should be given more emphasis.And on the other hand you have to show how effective different advertisements are.
Personally I would suggest a measure of purchase intention, it iss an imperfect guide to advertsing effectiveness but is probably the best single proxy for actual sales that is available.
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