Consumer Inputs For

Evaluating Communication
Issues & Perspectives

The context in which advertising has to perform today

An increasing demand on
consumer attention:
Touch point & Cross media
activation
+ Simultaneous triple screen
consumption+
TV connected

An increasing consumer social

interaction:
Advertising in mass media
generates social media activation

A proliferation of brand
messages:
Big Idea must be articulated with
coherence via different media
channels

In such a world, there is more and more risk that

your ad is ignored
An increasing demand on
consumer attention:
Touch point & Cross media
activation
+ Simultaneous triple screen
consumption+
TV connected

An increasing consumer social

interaction:
Advertising in mass media
generates social media activation

A proliferation of brand
messages:
Big Idea must be articulated with
coherence via different media
channels

So advertisements need to be pre-tested in order to

register, and convince consumers

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

Which of the options

developed is the best ?

What do we do to further
refine & optimise the
chosen option ?

Is the developed or
chosen
option
good
enough to merit
further
marketing
investments ?.

Decision Determinant : Evaluated Effectiveness.

6

Core Research Issue

What is advertising effectiveness ?

Understanding the relevant consumer

behaviour and communication theories is
an essential requirement.

How do we measure or evaluate it in a

laboratory, in the pre-test.
7

Relevant Theories
Consumer behaviour

Communication models

Complexities of human mind.

Advertising tasks

In terms of information processing,

categorisation, memory & retrival

Different communication models

explaining how advertising works.

Complete consumer decision making model

&
the role of advertising

The Human Mind

The Evolution
Self Programming

Complex

Man

Flexible

Organisms with brain

Organisms with CNS
Multi celled organisms

Simple Heuristic

Single celled organisms

Pre-programmed

Self replicating molecular chain

(DNA)
Complex Molecules (Amino Acids)
Compounds
Elements
Sub-atomic matter
Mechanical

Simple

Energy (Big Bang)

Inflexible
10

Behavioural Response Spectrum

Automatic
Behaviour

Genetic/
instructive
behaviour

Deliberative
Behaviour

Neural
reflexive
behaviour

Conditioned
reflexive
behaviour

Problem
solving
behaviour

11

Salient characteristics of the human mind

Has pattern forming ability programming environmental data into
knowledge. And, the memory device for storage has a complex organisation.

Has numerous channels for information flow.

perceived through pattern bias.

And, new information is

Programmed to use knowledge for solving problems, routinise response.

And, problem solving space is used only for really new and important
problems.

Human mind is a complex learning machine.

Problem solving happens only when it is essential.

12

Classical Communication Models

13

Communication Goals

Create awareness ?
Provide purchase influencing facts ?

Associate an attribute with the brand ?

Associate an emotion with the brand ?
Change attitude towards the brand ?
Obtain desired purchase behaviour.

14

Communication Models

Creation of any advertising campaign subsumes a model of how

communication will work to accomplish the desired tasks.

Models of how communication works vary from

method to method, expert to expert.

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

The Learning Hierarchy Models : Learn-Feel-Do

The earliest theory described by Charles Ramond

Factual knowledge Attitude change Desired behaviour

Explained by AIDA & DAGMAR (Defining Advertising Goals For

Measuring Advertising Results) models.

Awareness Interest Desire Action.

Awareness Comprehension Conviction Action

Assume that comprehension

precursors to behaviour change.

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.

The learning theory concentrates exclusively on

change. And, does not address stationary patterns of
consumer behaviour connected with repeat buying.
The learning hierarchy may possibly operate :
When the audience is involved in the topic.
When there are distinct differences between alternatives

Learning hierarchy models work well when

involvement and brand distinctions are established.

consumer
18

Low involvement hierarchy : Learn-do-feel

Herbert E Krugman propounded that communication is

received and responded to as simple descriptions of
brand attributes.
Decisions about buying are simply made as a result of
consumers being subjected to shifting relative salience
of attributes.

Assume behaviour to precede attitude formation.

19

The reinforcement hypothesis - do-feel-do

This theory, developed by Andrew Ehrenberg
is the only one which explains advertisings
contribution to the maintenance of stationary
patterns of consumer behaviour.

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

Criticism of all the hierarchy models

Linearity of process
Artificial sequence

Consumers assumed as inert

stimulus receiving mechanism

Hence we need to adopt a communication model with an active consumer.

21

Consumer state models

Consumers mind is complex, decision-making, goal oriented with a

hierarchy of goals and hierarchy of plans to achieve them. All the plans and
all the information together constitute the consumer state.

Their decision making process is complex uses all the rational and irrational
information, both internal and external.

22

Consumer state models

Each outcome (decision) affects all the stored information

and plans. And, affects what gets through from a new
information. What gets through again affects all the
stored information and plans, at all levels.
It is impossible to measure all the intended and
unintended effects inside the black box. Recall and
comprehension alone are inadequate measures of
communication effectiveness.

23

The basic construct of the consumer state model

Advertising
Stimulus
Communication of
information
Behaviour & Feedback

Consumer state
Evaluation & Decision

24

The Basic Model

Adv.
stimuli
A
B
C
D

Psychological
Intermediate
effects

Perception

Purchase
behaviour

Structure

F
G

Attention
measures

Intermediate
effect measures

Behaviour
measures
25

The accepted stages in communication

Advertisement (in context)
Exposure opportunity
Primary direction of attention
Sustained attention
Processing & understanding message
Information retained
Effect on consumer states
26

In Sum

Advertising works through a complex process.

And, all simplified models have restricted relevance.

27

The two parts to evaluating advertising effectiveness

Efficiency of the execution

Will my advertisement get noticed ?
Will it break through the advertising clutter
the consumer is exposed to every day ?

Effectiveness of communication
Will it work, as intended, for my brand ?
To change perceptions, behaviour ?

28

Efficiency Measurement

29

In Market Measures

TVC is aired or the ad run in a media vehicle

with high reach in the target group.

And, recall is measured on the next day.

30

Laboratory Measures

Consumers are exposed to 8-20 ads in a clutter

- with different rituals in different research
procedures.

And, recall is measured immediately, next day or

three days later.

31

The Action Standard

The test ad recall (TOM or UA) is evaluated

against median or average norms.
Or against first quartile norms
32

Real Life Limitations

Programme camouflage may not minimise gratuity and improve the

measurement.
Eligibility ascertainment announces interest products
The setting clearly communicates laboratory to the respondents

Bad research practices on various operational specifics substantially

reduce reliability & validity.
Randomising and not just rotation

B&W TV vs colour TV exposure

Sound through TV speakers vs. headphones

33

Real Life Limitations

It is virtually impossible to duplicate real life in a

laboratory and measure attention or noticing.

Recall scores are affected by the research

context exposure order, programme type, target
2
group. It is also affected by the consumer state
their memory and selective perception screens.
3

Exotic methods like hand rest interest dial have

not been successful in measuring attention.

All the norms (if available) are just averages, and

4 are not sales or success validated action
standards.
34

Issue To Address

What other measure of attention or

noticing is better than recall.

What really makes consumers notice

and register ads.

35

The noticing process in real life

Consumers
ads daily.

are

exposed

to

hundreds

of

Relevance penetrates selective perception screen.

And, arouses an interest to watch the ad.
Relevance, presented with vividness enhances
noticeability of the communication.

36

Vividness of the ad, and the brand

Recall responds to memorable executional devices that are

linked to the brand name or image.

Make use of already learned visual and acoustic signals

Format (e.g. Presenter, Slice of Life)
Acoustic Branding (Music, Slogan)
Visual Branding (Key Visuals)
For new brands, need to establish such constant elements
Selection of unique advertising pictures/messages

37

Low
High
Campaign Specific Visuals

Commercials which create A clear mental picture

achieve A better playback of the storyline

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

Low involvement exposure to advertising

Realistic Setting
TV ad

When a respondent goes through

the Media Center, he is shown a mix
of different media channels
including TV, magazines and
websites.
Within these media channels is a
range of advertisings, including Test
Ad. This ensures respondents view
the communication within a realistic
context, and allows advertising
visibility and branding to be more
effectively assessed.

myTV
myMagazine
myPicture
myWeb
myShopping

Magazine ad

Out-ofhome ad

Point of sale
Web ad

Viral video
Banner
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Dimensions to evaluate breakthrough

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

Percent of people who

remember having seen
an ad for the tested
brand, whether parent
brand or variant

How vivid is the mental

picture left behind by the
ad, based on what you
have seen or heard in
the ad

What is the residual

experience of the ad, as
one of the touch points
through which the
consumer comes into
contact with the brand

Ad breakthrough
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Selecting Advertisements

The other ads in the

clutter should be
carefully handpicked.

They should not be

in the same product
category as the test
ad, as this may
heighten
noticeability of
test ad

Advertisements
selected should be
for categories that
are relevant across
different target
groups, in terms of
age, gender, SEC.

The order of ads in

the clutter should be
randomised.

Test ad can be in
animatic form.
Even if other ads in
the clutter are in
finished form.

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PRE-TESTING animatics, photomatics, live finished

MSW Rough vs. Finished
Copy Testing Document
An advertiser testing a rough prototype commercial
can feel confident that the copy test results on basic
evaluative measurements (Clutter Awareness Brand
Recall and Persuasion) are reliable, valid indicators
(90% CL) of how the commercial would perform if it
were produced as a finished effort.

This statement is based on the testing of 92 pairs of

rough and finished commercials, where the rough and
the finished were basically the same.
42

The Last Word

Noticeability (intrusive interest or recall) is more relevant
in the context of finished advertising. And, most of the
time, pre-testing is (should be) done with roughs/nonfinished ads.
Noticeable advertising is
advertising.

not necessarily effective

In fact, effective advertising is actually proven to have

higher noticeability and works with less media pressure.

Evaluating the effectiveness of the communication is the

essential & critical task in pre-testing of the ad.
43

Effectiveness Evaluation

44

The Different Constructs

Physiological response measurement

Evaluating the end effectiveness
Auditing the communication process
By surrogating end effect

Estimating the end effect

45

Physiological Response Measures

Psychogalvanometer to measure emotional

psysiological responses through changes in
pulse, breathing, blood pressure etc.

Eye camera to measure pupil dilation.

Differences exist in physiological response across individuals.

Hence the validity of these measures is not known.

46

Effectiveness From Communication

Process Auditing

47

The Measures

Message comprehension measured from

content, message recall.
Reactions to the advertisement (especially,
liking) from various versions of viewer
response profile scales.

48

First Issue

Intended communication is assumed to be the correct

starting point. Hence, the emphasis is on comprehension.

Innumerable problems exist in measuring comprehension.

Understood or remembered ?
understood ?

Remembered but not

Stated vs. internalised ? Remembered vs. believed ?

49

Messages Received Measurement

Straightforward storyline & message recall.

Unaided. Sometimes, aided.

50

Core Issue

Assumed model of advertising effectiveness.

Comprehension of message and favourable

reactions (to the ad) effectiveness.

Subsumes linear, hierarchy model for communication

receiving and processing. And, not the true to real life
active consumer state model.

51

Experience with reaction measures

Low test-retest validity.

Scores on multiple dimensions leads to
confusion in interpretation.

No validated norms exist.

52

Completely norm based

Adequate relevant
norms an issue

Norms validation to
reality larger issue

Narrow band of percentile norms.

Statistical errors can make an ad brilliant.
53

Effectiveness From Involvement

Integrated Motivation

54

Involvement-Integrated Motivation

Does the communication lead to involvement

& motivation.

Involvement measured through - extensiveness,

intensiveness and relevance of appeal.

Motivation measured through - brand perception,

purchase intent, and importance of information
received.

55

Measures Of Involvement

Extensiveness of
appeal

Would many people like you watch this ad again and

Intensiveness of appeal

Would you watch this ad again and again with lot of interest,
some interest ?

Relevance of
communication

Did this ad tell you anything worthwhile for your needs?

again?

56

Measures Of Motivation

Impact on interest to
buy the brand

Did the ad increase your interest to buy the brand to a large

Impact on opinion of
the brand

Did the ad improve or worsen your opinion of the brand?

Importance of
impressions received

Anything specific about the ad that you would mention to a

friend?

/ some extent?

57

Involvement And Motivation

% of respondents
Recall +
Involvement +
Motivation

Full effect

Recall +
Involvement

Partial Effect

Recall only

No effect

58

The Limitations

Measures mind
motivation, not behaviour
change.

Since a favourable attitude in the

mind is relatively easier to create
.
the motivation score
tends to be far
higher than actual behaviour or trial.

59

In The Final Analysis

Process auditing is not an effective method for evaluating

end effectiveness.

And, often allows poor ads to pass through to the market.

60

End Effect Estimation

61

Rationale & Construct

In the final analysis, communication is only one of

the elements of the brand mix. And, to be effective,
it has to work with other brand elements.

Hence, the true effectiveness of the communication

package should be measured in terms of the end
effect on the brand (trial, share of purchases)
measured in a STM study. More so for new or small
share brands where the defined communication
objective is to enhance trial, share.

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

The respondents are exposed to advertising for the

test brand along with that for competition.
Then they buy the brand of their choice, post
exposure to all brands-prices in a shop-shelf.
And, indicate their subsequent brand choices - as
many as the number of brands in the relevant set.
Trial - lower and upper bound, and realistic - are
estimated from consumer choices.

64

Example Packaged Household Product

Focus

New brand

Issue

Is the brand communication

motivating to engineer trial

Trial

11%

Brand communication is ineffective engineering trial.

65

Practical Problems

Rigorous estimation of end effect is not necessary for

established brands with high share, where the communication
objective is to reinforce and sustain share.

Also, end effect cannot be estimated without the full brand

offer. And, involves substantial investments.

End effect measurement in terms of brand share estimation may be

relevant for new or small share brands.

66

Issue To Address

How do we
still measure the
advertising
effectiveness.

67

THINKING MARKETING AS PEOPLE

68

BUSINESSES WILL LIVE OR DIE NOT BY

THE ATTRIBUTES THEY PROMISE BUT BY
THE BRAND EXPERIENCES AND VALUE
THEY OFFER

AdWeek
GfK 2012 | ConX | July 2012

69

IN THE REAL LIFE CONSUMER

JOURNEY, ALL EXPERIENCES FORM
RELATIONSHIPS

70

THE NEW RESEACH MODEL, APPLIED TO

BRAND & COMMUNICATION ARENA

71

Social Media Impact Of The Ad

Digitization has increased consumers interactions with the brand and between
themselves. Advertising increasingly has a role in activating this social dimension.

Interaction with the brand

1
2

Makes me want to visit brand website

Makes me want to visit brand Facebook
page

Interaction with others about the ad

1

Is an ad I would seek out online

Is an ad I would share with friends on the net

Is an ad I would comment about on the net

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

Branding & Product Window

Support your brands perception by

using executional elements that tie in
with established signals!
Perception

Visual branding - Color Codes pack

shots

Audio branding
Integrating the brand-product
window into the story
Link the product/features to end
benefits usage scenes
75

Characterstics Of Strong Communication

Involvement
The TVC must spark the audiences interest
Likeability
Liking builds involvement, and makes
consumers more receptive to messages

Processing

Comprehension
The intended message has to come across
Credibility
If they dont believe it, why should they buy it

76

Involvement

Create a world that suits the product and the audience

Show what the audience dreams of
Hit the audiences nerve concerning their lifestyle, hobbies
& leisure time activities
Inspire their wish to be part of the story
Avoid surplus pictures, each picture must have a value of its
own.
Show the solution to the problem and not only the problem

DONT wait too long to tell what you want to tell!

Processing

77

Likeability

Create likeability by using:

Processing

music, animals, kids, humor

emotions, fun, romance, adventure

Connect positive mood directly to the product

and its benefit

Your brand is the reason for the positive

vibrations

78

Comprehension

Processing

Build up a logical, comprehensible story

Keep it short and simple
Offer a relevant message
Focus on the main message, the main benefit

DONT use too many messages that might confuse

79

Creative elements ? Or distractions ?

80

Youth versus the adults perspectives of advertising

Youth react to the whole experience

both rational and emotional.
They are egocentric, what will I get
from the product experience?
They pay attention to details - every
element of the story is important.
They need to see what it is all about,
and be told.
Youth embrace humor and silliness, it
reinforces the realities of childhood.
81