Evaluation of Advertisement Effectiveness
Advertisement testing is a research done on the planned advertisement in order to improve the effectiveness of an advertisement. The testing is mostly carried out on a small sample of the market being targeted before allowing it to roll on the wider target group. The testing saves the amount of money by ensuring that the advertisement meets the company’s objective of increasing the sales before spending a lot of money to run it.
According to Lavidge, Robert, and Steiner (3), advertisement testing helps in identification of the exact market to be targeted, evaluating the advertisement agency understanding of the audience and also helping the advertising company to understand the agency’s ability to create and advert that will increase their sales.
An example of Super bowl advertisement agency is given. Before rolling out an advertisement, several tests were run. A random sampling and questionnaire methods were used to find the feedback concerning the target market (Ad Testing).
The first test was to determine whether the target audience would notice an advert. The feedback was found by checking on the number of viewers visiting the YouTube, shares on twitter and Facebook. The ability of the advert to persuade the target market by changing their attitude and the intentions about the product need to be tested. A number of questionnaires were randomly issued to the target group before testing and the after testing. A comparison is then made based on the responses.
The competitiveness of the advert on the market in relation to the adverts of the rival companies is also used to determine the effectiveness of the advertisement. This can be done by setting up a competition that involves the product label and see how the target audience will participate or respond. The feelings of the consumer towards the brand need to be evaluated. The advertisement is aimed at building a long and strong relationship between the consumers and the brand.
The advertising company will know whether the advert is being effective if it can go viral through word of mouth or on social media by the consumers. This can be done by following the social media discussions. The theme of the advertisement and conveyance of the product idea is tested prior to real advertisement. The theme can be rebranding the image of the product or the introduction of the product on the market for the first time. The advertising slogan and brand name acceptance can be tested to know the moral and economic impact it would have on the advertising company and the target audience. This can be done by administering questionnaires target the response to slogans and brand name.
After carrying out a pre advert test, the target group sampled need to be able to recall the advert. This will be an indication of the adverts ability to effectively convey the intended message. It can be evaluated by carrying out a sample from the target group.
During the advertisement period, testing can also take place. The ability of the advert to catch the attention of the customer can be evaluated by monitoring the number of customers willing to follow the advert. The comprehensibility of the advert can be evaluated by the way the target audience responds to the advertisement theme and brand idea. The originality and credibility of the advert can be seen by the uniqueness of the advert compared to previous adverts or the adverts from the rival companies. The technical execution can be evaluated by the quality of the advertisement pictures, slogans and brands are being portrayed to the public. The overall impact of the advert can be tested by evaluating the trend in changes in the sales from the time an advert was rolled out.
However, the increase in sales may be as a result of a collection of other factors. Post advert evaluation therefore is restricted to a number of factors. Creation of an awareness and the exposure of the product can be measured by carrying out a sampling to evaluate the number of people have knowledge about the product before and after the advertisement. The attitudinal study can be carried out to evaluate to what extent an advert has changed the attitude of the audience towards the brand and the product. The amount of sales increment and product usage analysis can be used to evaluate the effectiveness of the of the advertisement.
In the example, Super bowl advertisement agency in promotion of coca cola brand. The target market was the youthful age. In order to reach this larger target, the agency used social media such as Facebook, Twitter and YouTube to run the advertisement tests. A competition involving the coca cola and other prizes with the brand label was carried out on social media and a lot of people participated. The effectiveness of this advert was evaluated by the number of the shares on the Facebook group, number of views on YouTube, number of people participated in the competition (Ad Testing).
“Ad Testing: Improve Advertising Effectiveness.”Quatrics, 2014. Web. 19 Apr. 2014. http://www.qualtrics.com/research-suite/ad-testing/
Lavidge, Robert J., And Gary A. Steiner. “A Model for Predictive Measurements of Advertising Effectiveness.” Journal Of Marketing 25.6 (1961): 59-62. Business Source Complete. Web. 19 Apr. 2014