Evaluating Communication
Issues & Perspectives
A proliferation of brand
messages:
Big Idea must be articulated with
coherence via different media
channels
A proliferation of brand
messages:
Big Idea must be articulated with
coherence via different media
channels
Visibility
Awareness
Attention
Breakthrough
Vividness &
impression
Behaviour
Emotional
response
Persuasion
Product message
& superiority
The Setting
Advertising options
developed or under
development - with or
without
consumer
insights.
And,
now
under
critical evaluation
for further marketing
investment.
Decision Issues
What do we do to further
refine & optimise the
chosen option ?
Is the developed or
chosen
option
good
enough to merit
further
marketing
investments ?.
Relevant Theories
Consumer behaviour
Communication models
Advertising tasks
The Evolution
Self Programming
Complex
Man
Flexible
Simple Heuristic
Pre-programmed
Simple
Inflexible
10
Automatic
Behaviour
Genetic/
instructive
behaviour
Deliberative
Behaviour
Neural
reflexive
behaviour
Conditioned
reflexive
behaviour
Problem
solving
behaviour
11
13
Communication Goals
Create awareness ?
Provide purchase influencing facts ?
14
Communication Models
15
Classical Models
For communication to work, it needs to be received,
comprehended and responded to.
It produces response by influencing certain mental
processes learning, attitudes , behaviour.
The order in which these processes are influenced
lead to the different classical hierarchy models.
16
and
attitude
change
are
17
Subsequent Learnings
Substantial evidence exists to suggest that
communication also works in the reverse direction :
Behaviour influences attitudes, as people strive to reduce
cognitive dissonance. It also influences learning.
consumer
18
19
Also known
as ATR (Awareness-TrialReinforcement) theory, it explains that for
sustaining existing patterns of behaviour, new
learning is not needed. A continuous interaction
between behaviour and feelings that strengthen
the added value and reinforces the users
preference for the brand would suffice.
20
Linearity of process
Artificial sequence
Their decision making process is complex uses all the rational and irrational
information, both internal and external.
22
23
Advertising
Stimulus
Communication of
information
Behaviour & Feedback
Consumer state
Evaluation & Decision
24
Psychological
Intermediate
effects
Perception
Purchase
behaviour
Structure
F
G
Attention
measures
Intermediate
effect measures
Behaviour
measures
25
In Sum
27
Effectiveness of communication
Will it work, as intended, for my brand ?
To change perceptions, behaviour ?
28
Efficiency Measurement
29
In Market Measures
30
Laboratory Measures
31
33
Issue To Address
35
are
exposed
to
hundreds
of
36
37
Low
High
Campaign Specific Visuals
90
80
70
60
50
40
30
20
10
0
R 2 = 0,8565
40
Low
45
50
55
60
Vividness
65
70
75
80
High
38
Realistic Setting
TV ad
myTV
myMagazine
myPicture
myWeb
myShopping
Magazine ad
Out-ofhome ad
Point of sale
Web ad
Viral video
Banner
39
VISIBILITY
EXACT AWARENESS
VIVIDNESS
TOTAL AD EXPERIENCE
Percent of people
who remember having
seen an ad for the
tested category, with
or without the right
branding
Ad breakthrough
40
Selecting Advertisements
Advertisements
selected should be
for categories that
are relevant across
different target
groups, in terms of
age, gender, SEC.
Test ad can be in
animatic form.
Even if other ads in
the clutter are in
finished form.
41
Effectiveness Evaluation
44
45
46
47
The Measures
48
First Issue
49
50
Core Issue
51
52
Adequate relevant
norms an issue
Norms validation to
reality larger issue
54
Involvement-Integrated Motivation
55
Measures Of Involvement
Extensiveness of
appeal
Intensiveness of appeal
Would you watch this ad again and again with lot of interest,
some interest ?
Relevance of
communication
again?
56
Measures Of Motivation
Impact on interest to
buy the brand
Impact on opinion of
the brand
Importance of
impressions received
/ some extent?
57
% of respondents
Recall +
Involvement +
Motivation
Full effect
Recall +
Involvement
Partial Effect
Recall only
No effect
58
The Limitations
Measures mind
motivation, not behaviour
change.
59
60
61
62
The Process
In-home target
group
recruitment
and inviting for
the in-hall
study.
Diagnostic
questions
Advertising
simulation
Introductio
n and gift
money, on
arrival at
the venue.
Buying
simulation
63
Estimation Procedure
64
Focus
New brand
Issue
Trial
11%
65
Practical Problems
66
Issue To Address
How do we
still measure the
advertising
effectiveness.
67
68
AdWeek
GfK 2012 | ConX | July 2012
69
70
71
Digitization has increased consumers interactions with the brand and between
themselves. Advertising increasingly has a role in activating this social dimension.
72
Pre-testing methods should not only provide risk reduction for the test
ad...
... They should, over time, help us learn how to create stronger
communication
73
Perception
Processing
Memory
Motivation
Advertising
74
Audio branding
Integrating the brand-product
window into the story
Link the product/features to end
benefits usage scenes
75
Processing
Comprehension
The intended message has to come across
Credibility
If they dont believe it, why should they buy it
76
Involvement
Processing
77
Likeability
Processing
78
Comprehension
Processing
79
80