Sunday, 18 November 2012
Testing Process
Testing Process For measuring effectiveness of promotional programs
Testing takes place throughout different points during any campaign. The figure below shows the different testing points.
Concept Testing
This
test is conducted very early in the campaign development process in order to explore
the targeted consumer’s response to a potential ad or campaign or have the consumer
evaluate advertising alternatives. Positioning statements, copy, headlines,
and/or illustrations may all be under scrutiny. The material to be evaluated
may be just a headline or a rough sketch of the ad. The colors used, typeface,
package designs, and even point-of-purchase materials may be evaluated. The
Figure below shows the concept testing methodology:
One
way of doing the concept testing is by using Focus Groups. But the usage of
focus groups has its advantages and disadvantages:
Advantages
•
Results easily
obtained, observable, immediate
•
Multiple
issues can be examined
•
In-depth
feedback is obtained
Disadvantages
•
Results not
quantifiable
•
Sample size
too small
•
Group
influence may bias responses
•
Some members
may dominate discussion
•
Participants
become instant “experts”
•
Members may
not represent target market
•
Results may be
given too much weight
Rough Art, Copy, and Commercial
Testing
Rough
tests must indicate how the finished commercial would perform. Some studies
have demonstrated that these testing methods are reliable and the results
typically correlate well with the finished ad. Most of the tests conducted at
the rough stage involve lab settings, although some on-air field tests are also
available. Popular tests include comprehension and reaction tests and consumer
juries. In short both the method is explained in the diagram below:
During
the process of rough testing there are certain terminologies used which one
should keep in mind while dealing with this. The diagram below gives a detailed
explanation of the required terminology:
Pretesting of Finished Ads
Pretesting
finished ads is one of the more commonly employed studies among marketing researchers
and their agencies. At this stage, a finished advertisement or commercials used;
since it has not been presented to the market, changes can still be made.
Print methods include portfolio tests,
analyses of readability, and dummy advertising vehicles. Broadcast tests
include theater tests and on-air tests. Both print and broadcast may use
physiological measures.
A number of methods for pretesting finished print ads are available. The most common of
these methods are portfolio tests, readability tests, and dummy advertising
vehicles. The diagram below gives a brief description of the same:
A
variety of methods for pretesting broadcast ads are available. The most popular
are theater tests, on-air tests, and physiological measures.
Theater Test: In theater tests participants are invited by
telephone, mall intercepts, and/or tickets in the mail to view pilots of
proposed TV programs. In some instances, the show is actually being tested, but
more commonly a standard program is used so audience responses can be compared
with normative responses established by previous viewers. It measures changes in product preferences. It may
also measure Interest in and reaction to the commercial, reaction from an
adjective checklist, recall of various aspects included Interest in the brand
presented Continuous (frame-by-frame) reactions.
On-Air Tests: Some of the firms conducting theater tests also
insert the commercials into actual TV programs in certain test markets.
Typically, the commercials are in finished form, although the testing of ads
earlier in the developmental process is becoming more common. This is referred
to as an on-air test and often includes single-source ad research. On-air testing techniques offer all the advantages
of field methodologies, as well as all the disadvantages. Further, there are
negative aspects to the specific measures taken through the on-air systems. One
concern is associated with day-after recall scores, the primary measure used in
these tests.
Physiological Measures: A less
common method of pretesting finished commercials involves a laboratory setting
in which physiological responses are measured. These measures indicate the
receiver’s involuntary response to the ad, theoretically eliminating biases
associated with the voluntary measures reviewed to this point. (Involuntary
responses are those over which the individual has no control, such as heartbeat
and reflexes.) Physiological measures used to test both print and broadcast ads
include pupil dilation, galvanic skin response, eye tracking, and brain waves.
1.
Pupil dilation: Research in pupillometrics is
designed to measure dilation and constriction of the pupils of the eyes in
response to stimuli. Dilation is associated with action; constriction involves
the body’s conservation of energy. Pupil
dilation suggests a stronger interest in (or preference for) an ad or implies
arousal or attention-getting capabilities. Because of high costs and some methodological
problems, the use of pupillometrics has waned over the past decade. But it can
be useful in evaluating certain aspects of advertising.
2.
Galvanic skin response: Also known as electrodermal
response, GSR measures the skin’s resistance or conductance to a small amount
of current passed between two electrodes. Response to a stimulus activates
sweat glands, which in turn increases the conductance of the electrical
current. Thus, GSR/EDR activity might reflect a reaction to advertising.
3.
Eye tracking: A methodology that is more
commonly employed is eye tracking; in which viewers are asked to view an ad
while a sensor aims a beam of infrared light at the eye. The beam follows the
movement of the eye and shows the exact spot on which the viewer is focusing.
The continuous reading of responses demonstrates which elements of the ad are
attracting attention, how long the viewer is focusing on them, and the sequence
in which they are being viewed. Eye tracking can identify strengths and
weaknesses in an ad.
4.
Brain waves: Electroencephalographic (EEG)
measures can be taken from the skull to determine electrical frequencies in the
brain. Alpha activity refers to the degree of brain activation. People are in
an alpha state when they are inactive, resting, or sleeping. The theory is that
a person in an alpha state is less likely to be processing information (recall
correlates negatively with alpha levels) and that attention and processing
require moving from this state. Hemispheric lateralization distinguishes
between alpha activity in the left and right sides of the brain. It has been
hypothesized that the right side of the brain processes visual stimuli and the
left processes verbal stimuli.
Market Testing of Ads
This
is referred to as the post-test of ads so as to find out how the tests are
performing in the market.
A
variety of print posttests are
available, including inquiry tests, recognition tests, and recall tests.
Inquiry Tests: Used in
both consumer and business-to-business market testing, inquiry tests are
designed to measure advertising effectiveness on the basis of inquiries
generated from ads appearing in various print media, often referred to as “bingo
cards.” The inquiry may take the form of the number of coupons returned, phone
calls generated, or direct inquiries through reader cards. More complex methods of measuring effectiveness
through inquiries may involve (1) running the ad in successive issues of the
same medium, (2) running split-run tests, in which variations of the ad appear
in different copies of the same newspaper or magazine, and/or (3) running the
same ad in different media. Each of these methods yields information on
different aspects of the strategy. The first measures the cumulative effects of
the campaign; the second examines specific elements of the ad or variations on
it. The final method measures the effectiveness of the medium rather than the ad
itself.
Recognition Tests: Perhaps the most common posttest of print ads is
the recognition method.
Recall Tests: There are several tests to measure recall of
print ads. They are similar to those
discussed in the section on pretesting broadcast ads in that they attempt to
measure recall of specific ads.
A
variety of methods exist for posttesting
broadcast commercials. The most common provide a combination of day after recall
tests, persuasion measures, and diagnostics. Test marketing and tracking studies,
including single-source methods, are also employed.
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