Advertising effectiveness measurement

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The measurement of advertising effectiveness is a branch of market research and basically deals with advertising and its effect on consumers. The prerequisite is that a person is confronted with the advertising material to be examined. Advertising effectiveness research deals with all types of reactions with which people “touched” by advertising respond to stimuli from the advertising material in their internal or external behavior. The aim of this research focus is to analyze these monocausal relationships between input and the subsequent reaction.

David Ogilvy said in Berlin in 1979: "Most of the advertising is shamefully ineffective". This statement has to be put into perspective, but it is alleged that around 50% of the advertising budget vanishes without any effect. In order to reduce this percentage, advertising effectiveness research uses both verbal and apparatus-based methods. By using impact measurement methods , any deficiencies in a campaign can be identified, alternative strategies can be assessed and the degree of target achievement can be determined. All of these advantages in turn lead to cost savings.

The impact of advertising material can be measured either before or after it is put on the market. A distinction is therefore made between pretest and posttest of advertising measures. In the pretest , the effect is forecast in advance and provides clues for the decision as to which alternative designs of advertising material are to be selected. The post test shows the success of the advertising measure. Depending on the test situation, a distinction is made between laboratory and field tests. Test situations are artificially created in a laboratory. The disadvantage of these laboratory tests is that the test subjects often react differently than they would in reality. The advantage is the possibility of switching off or controlling any disturbing factors such as temperature, volume, etc. As a rule, pre-tests are usually carried out in the laboratory, field tests only after the advertising material has been put on the market (post-tests).

Phases and constructs of advertising effectiveness

  • perception
  • activation
  • Learning and memory
  • Image and settings
  • Preference and purchase intention
  • Buying behavior- buying

Influencing factors

  • Involvement
  • Advertising favor
  • Design and placement

Measurement of perception

Compagnon procedure

With this procedure, the reading behavior and viewing of advertisements in magazines, newspapers and magazines is camouflaged by regular readers - using a hidden camera. This provides information on how long an ad was viewed or whether it was simply turned over.

Gaze recording

When viewing an image, so-called fixations occur in the eye , while the eye remains on an image element. How well a picture element is remembered depends on these fixations. Using various measurement methods, such as an eye camera or attention tracking , eye movement registration is possible.

Activation measurement

The stronger the activation triggered by the advertising, the greater the willingness to receive and process an advertising message. One indicator of activation is skin resistance. This changes, as a reaction of the peripheral nervous system, with the strength of the activation. For the measurement, a very weak current is sent through the skin via two electrodes on the fingers of the respondent, thus measuring the change in skin resistance.

Credibility measurement

Survey using rating scales

In the oral survey, the respondent is asked to indicate the degree of their sensation using a rating scale.

Magnitude scaling

With this non-verbal procedure, the respondents can express their consent with the help of the size (magnitude) of an objective stimulus, e.g. B. by the brightness of a lamp determined by means of a rotary control.

Program analyzer

Here, the approval or rejection for a shown commercial takes place by means of the keyboard device (± key).

Measurement of memory performance

Recall test (free playback)

In this test, the respondent is confronted with advertising and then asked to reproduce what he has seen freely, without any memory aid. Ex .: measuring the memory of newspaper advertisements .

Aided recall test (assisted playback)

This examines whether the focus of the advertising message is remembered. The respondent receives the specification of product categories, brand names , or cards for support .

Recognition test (recognition)

In this process, the test persons are presented with advertising material and asked whether they recognize it or remember it. The Starch test is a well-known recognition test.

Attitude measurement

One-dimensional attitude measurement

This is the easiest way to measure attitudes. These procedures include rating or magnitude scales.

Multi-dimensional attitude measurement

An important approach to multidimensional attitude measurement comes from Rosenberg and Fishbein, who states that the overall attitude consists of a number of product characteristics, each of which is weighted. Weighting and property evaluation are usually adopted using rating scales.

Measurement of the risk experienced

The measurement is carried out using a multidimensional approach. For individual risk dimensions, rating scales are used to check how unpleasant this consequence is and how insecure it is perceived to occur.

Image measurement

Exploratory process

This procedure is particularly important at the beginning of an image analysis. It is a completely normal conversation, which, however, is constantly and carefully steered by the interviewer.

Semantic differential or polarity profile

This is a set of rating scales with opposing properties at the poles (e.g. happy-sad, cold-warm). For each rating scale, the respondent must indicate the extent to which a property applies to the product.

Projective procedures

When it comes to questions about feelings, wishes and personal, intimate matters, respondents may not answer truthfully out of shame. To avoid this danger, the responding person is made to project into another person. Two such procedures are the thematic apperception test (TAT), where typical life situations are shown in pictures, or the picture frustration test (PFT) where pictures and sketches are shown in which people experience something undesirable and the respondents now put themselves in the shoes of these people and fill in the empty speech bubble.

Assignment test

Here, images of certain types of people as presumed users must be assigned to different brands, which allows conclusions to be drawn about the psychological environment and thus the image of these brands.

Nonverbal image measurement

In non-verbal image measurement , visual or sometimes acoustic stimuli are used to measure images. The respondents are asked to B. to assign images or music sequences to certain branded goods . The retail marketing uses the measurement method of nonverbal Image analysis using photo templates (the reference operation, its competitors and others, including public facilities) in order comparing the degree of awareness (recognition), enticements and reviews of a trading operation to identify in the judgment of the subjects .

Measurement of intent to buy

Purchasing intentions are regularly recorded for certain consumer goods as part of consumer analyzes. In most cases, area scales are used, which express the intensity of the purchase intention by the size of the "Would I buy" box.

literature

  • G. Schweiger, G. Schrattenecker: Advertising . Lucius and Lucius, Stuttgart 2013, ISBN 978-3-8252-3845-2
  • J. Bongard: Advertising Effect Research . LIT-Verlag, Münster 2002
  • Advertising material pretest and direct marketing . In: Direct Marketing Made Easy . Modern industry publishing house. Landsberg am Lech, 1985
  • The advertising effect of typical Austrian advertisements - examined using advertisements for Schneider and Salko clothing . In: Working paper N.17 . Institute for Advertising Science and Market Research at the Vienna University of Economics and Business, 1987
  • Frank Lausch: Splitscreen as a special form of advertising on TV: An exploratory study on the reception of TV content with the help of eye tracking. AV Akademikerverlag 2012, ISBN 3639390938

Web links

Individual evidence

  1. ^ A b c d G. Schweiger G., G. Schrattenecker: Werbung , 8th edition, Stuttgart: Lucius and Lucius 2013
  2. ↑ J. Bongard: Advertising Effect Research . LIT-Verlag, Münster 2002
  3. ↑ Hans-Otto Schenk: Location control through non-verbal image analysis , in: Handelsforschung 1989, ed. von Volker Trommsdorff, Heidelberg 1988, pp. 65-79.