Page 252 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes Increasing the Efficiency of Advertising: Many a times, after companies choose a particular
method of advertising, they become so attached to that method that they lose sight of the initial
goal of advertising. Because the marketers know what the intended message of that chosen
program is, they expect their customers to know that message as well. A continuous evaluation
of the chosen program will ensure that the message the consumers are receiving from this
program is aligned with the message the marketer intended to send.

14.2.2 Process of Post Evaluation of Campaigns

Post-testing occurs after the advertising has run and is commonly undertaken both by advertisers
and advertising agencies. It is generally more expensive and time-consuming than pre-testing.
Advertisers and agencies use both quantitative and quantitative research methods in post-
testing. Most post-testing methods can be put into five broad categories: aided recall (recognition-
readership), unaided recall, attitude tests, inquiry tests and sales tests.

Recall refers to a measure of the proportion of a sample audience that can recall an ad as having
seen. In aided recall, respondents are shown certain ads with the name of the sponsor or brand
concealed and then asked whether their previous exposure was through reading, viewing, or
listening. In unaided recall, respondents are asked, without prompt, whether they read, saw, or
heard advertising messages.
There are several tests to measure recall of print ads, including recall tests, recognition tests and
inquiry tests. Perhaps the best know of recall test are the ASI Print Plus and the Gallup &
Robinson Impact Test.
Recognition refers to whether a respondent can recognize an advertisement as having seen
before. Such tests are conducted by mail survey in which questionnaires are mailed to 1000
households picked from a mailing list or telephone book. Recognition/readership tests provide
a mechanism for breaking a print ad into its more important elements, such as headline, visuals,
body copy and logo and how these are remembered by a sample of respondents. The purpose of
the test is to show advertisers that the mere presence of an ad does not ensure that readers notice
or pay attention to it.

Notes Gallup and Robinson Impact Test
Objective: Tracking recall of advertising appearing in magazines to assess performance
and effectiveness.
Method: Test magazines are placed in participants’ homes and respondents are asked to
read the magazine that day. A telephone interview is conducted the second day to assess
recall of ads, recall of copy points and consumers impressions of the ads. Sample size is 150
people.
Output: Three measurement scores are provided:

1. Proven name registration: the percentage of respondents who can accurately recall
the ad.
2. Idea communication: the number of sales points the respondents can recall.
3. Favourable buying attitude: the extent of favourable purchase reaction to the brand
or corporation.
Daniel Starch is credited with being the primary developer of recognition (readership) tests. The
Starch Readership Report lets the advertiser assess the impact of an ad in a single issue of a
magazine.

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