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Books on: □ PR
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Measuring Advertising Effectiveness
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Wheatley J.J. Measuring Advertising Effectiveness. – Homewood, Illinois : Richard D. Irwin, Inc., 1969. – 236 p.
□ Preface |
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Introduction Part I. Predicting the effects of advertising 1. Robert J. Lavidge and Gary A. Steiner. A Model for Predictive Measurements of Advertising Effectiveness 2. Kristian S. Palda. The Hypothesis of a Hierarchy of Effects: A Partial Evaluation 3. Alfred A. Kuehn. Timothy W. McGuire, and Doyle L. Weiss, Measuring the Effectiveness of Advertising Suggested Additional AMA Readings
Part II. Some theoretical considerations: learning attitudes; persuasibility, and the value of information 4. W. T. Tucker. The Development of Brand Loyalty 5. Raymond A. Bauer. Attitudes, Verbal Behavior, and Other Behavior 6. James William Carey. Personality Correlates of Persuasibility 7. Donald F. Cox. The Measurement of Information Value: A Study in Consumer Decision-Making Suggested Additional AMA Readings
Part III. The task of measurement 8. Blaine Cooke. Must We Measure Advertising Effectiveness? 9. Eugene C. Pomerance. How Agencies Evaluate Advertising Suggested Additional AMA Readings
Part IV. Methods of measuring advertising effectiveness: analytic techniques, laboratory methods, recognition and recall, and sales measures 10. Robert D.Bussell. Predicting Short-term Changes in Market Share as a Function of Advertising Strategy 11. Albert: С Rohloff. Quantitative Analyses of the Effectiveness of TV Commercials 12. Darrell B. Lucas. The ABCs of ARF's FARM 13. Ward J. Jenssen. Pretesting the Effectiveness of Advertising and Other Marketing Influences Via In-Store Tests Suggested Additional AM A Readings
Part V. Media: environmental considerations and scheduling 14. Douglas A. Fuchs, Two Source Effects in Magazine Advertising 15. Curtis C. Rogers. Measuring Market Values of Media 16. Frank M. Bass and Ronald T. Lonsdale. An Exploration of Linear Programming in Media Selection Suggested Additional AMA Readings
Part VI. Messages: their timing and composition 17. Hubert A. Zielske. The Remembering and Forgetting of Advertising 18. Burleigh B. Gardner and Yehudi A. Cohen. ROP Color and Its Effect on Newspaper Advertising Suggested Additional AMA Readings
Part VII. The audience: its definition, size and behavior 19. Leo Bogart. Is It Time to Discard the Audience Concept? 20. Donald F. Cox. The Audience as Communicators 21. Pierre Hofmans. Measuring the Cumulative Net Coverage on Any Combination of Media Suggested Additional AMA Readings
Introduction
This short book is one of a new series being published by the American Marketing Association. It is designed to make available in a convenient form the latest scholarly research and writing on a series of topics which are of continuing interest to practitioners, students, and teachers in the field of marketing. It is our hope that this format will be successful in bringing such material to the attention of persons who are not members of the Association as well as of those who are members of the AMA but who have not had the opportunity to read, in their original sources, .the articles that have been included in this volume. Many of the publications that have been drawn upon in connection with this endeavor have had a relatively limited circulation in spite of the fact that they contain a substantial number of significant contributions to the literature dealing with various aspects of the task of measuring the effectiveness of advertising. John J. Wheatley, General Editor
Part І. PREDICTING THE EFFECTS OF ADVERTISING
The primary goal of all those concerned with the managerial aspects of advertising is to understand how it works and to be able to predict its effect. In this section of the book we begin our examination of the task of measuring the effectiveness of advertising communications with a model or hypothesis that suggests the way advertising works. It elaborates on the notion that the job of advertising is to modify the attitudes and behavior of those persons at whom it is directed by suggesting that behavioral change occurs not instantaneously but by means of moving potential purchasers through a sequence of stages or steps that begins with an awareness of what is being advertised and culminates in the actual purchase of the product. While this approach has gained considerable acceptance, an element of controversy has developed about it. In the second article Palda examines this hypothesis and concludes that there is little evidence to support the contention that it is a valid theoretical concept. He also suggests that even if the existence of a hierarchy of effects could be established it may be less difficult and expensive to measure advertising effectiveness by using sales as the ultimate yardstick criterion. The third article in this section, by Kuehn, McGuire, and Weiss, discusses some of the problems involved in such a direct approach and offers a solution which involves consideration of the interactive effects of advertising, price, and other important market variables on sales.
1. A MODEL FOR PREDICTIVE MEASUREMENTS OF ADVERTISING EFFECTIVENESS Robert J. Lavidge and Gary A. Steiner
What are the functions of advertising? Obviously the ultimate function is to help produce sales. But all advertising is not, should not, and cannot be designed to produce immediate purchases on the part of all who are exposed to it. Immediate sales results (even if measurable) are at best, an incomplete criterion of advertising effectiveness. In other words, the effects of much advertising are "long-term". This is sometimes taken to imply that all one can really do is wait and see-ultimately the campaign will or will not produce. However, if something is to happen in the long run, something must be happening in the short run, something that will ultimately lead to eventual sales results. And this process must be measured in order to provide anything approaching a comprehensive evaluation of the effectiveness of the advertising. Ultimate consumers normally do not switch from disinterested individuals to convinced purchasers in one instantaneous step. Rather, they approach the ultimate purchase through a process or series of steps in which the actual purchase is but the final threshold. Seven steps Advertising may be thought of as a force, which must move people up a series of steps: 1. Near the bottom of the steps stand potential purchasers who are completely unaware of the existence of the product or service in question. 2. Closer to purchasing, but still a long way from the cash register, are those who are merely aware of its existence. 3. Up a step are prospects who know what the product has to offer. 4. Still closer to purchasing are those who have favorable attitudes; toward the product–those who like the product. I 5. Those whose favorable attitudes have developed to the point of preference over all other possibilities are up still another step. 6. Even closer to purchasing are consumers who couple preference with a desire to buy and the conviction that the purchase would wise. 7. Finally, of course, is the step which translates this attitude into actual purchase. Research Io evaluate the effectiveness of advertisements can be designed to provide measures of movement on such a flight of steps. The various steps are not necessarily equidistant. In some instances the "distance" from awareness to preference may be very slight, while the distance from preference to purchase is extremely large. In other cases, | the reverse may be true. Furthermore, a potential purchaser sometimes I may move up several steps simultaneously. Consider the following hypotheses. The greater the psychological | and/or economic commitment involved in the purchase of a particular product, the longer it will take to bring consumers up these steps, and I the more important the individual steps will be. Contrariwise, the less | serious the commitment, the more likely it is that some consumers will go almost "immediately" to the top of the steps. An impulse purchase might be consummated with no previous awareness, knowledge, liking, or conviction with respect to the product On the I other hand, an industrial good or an important consumer product ordinarily will not be purchased in such a manner.
Different objectives
Products differ markedly in terms of the role of advertising as related to the various positions on the steps. A great deal of advertising is designed to move people up the final steps toward purchase. At an extreme is the "Buy Now" ad, designed to stimulate immediate overt action. Contrast this with industrial advertising, much of which is not intended to stimulate immediate purchase in and of itself. Instead, it is designed to help pave the way for the salesman by making the prospects aware of his company and products, thus giving them knowledge and favorable attitudes about the ways in which those products or services might be of value. This, of course, involves movement up the lower and intermediate steps. Even within a particular product category, or with a specific product, different advertisements or campaigns may be aimed primarily at different steps in the purchase process–and rightly so. For example, advertising for new automobiles is likely to place emphasis on the lower steps when new models are first brought out. The advertiser recognizes that his first job is to make the potential customer aware of the new product, and to give him knowledge and favorable attitudes about the product As the year progresses, advertising emphasis tends to move up the steps. Finally, at the end of the "model year" much emphasis is placed on the final step –the attempt to stimulate immediate purchase among prospects who are assumed, by then, to have information about the car".
The full text of the book can be found at bookstores, e-bookstores and libraries.
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See also: Measuring Advertising Readership and Results The Effect of Advertising and Display
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