Since one of the goals of the repetition project was to develop response function information for media models, it seemed reasonable that we should attempt to apply some of the laboratory findings to runs of the well-known media model MEDIAC. The fifth stage in the research system is field experimentation. The brand developed two new creative paths and asked the consumers which one they would prefer, which led the brand to create an integrated marketing strategy to support the chosen option. This promises to add dimensionality to future studies. Field Study II: Split Cable Experiment with Anti-Drug Abuse Messages. Peter Webb, with support from the Marketing Science Institute, has done two large-scale studies in which the key independent variable was the degree and nature of television clutter, i.e., the amount of nonprogram interruptions (primarily advertising) and the way they are scheduled within a program. These have included mobile units in shopping centers, store fronts, schools, and central location research facilities. In the first three studies we were concerned with determining whether we could get repetition response functions in the laboratory setting that were realistic and consistent from study to study. These were the first studies that were not done in 8 mobile unit parked in a shopping center. Typically, the materials are unfinished advertising or advertising in a rough form. The two messages were run on alternate cables with a 400 GRP weight over a 4-week period in May and early June 1973. Becoming an Association for Consumer Research member is simple. Chicago: American Marketing Association, 1972, 475-478. Not only is such a copy test typically one shot in terms of exposure, but there is also a tendency for copy testing researchers to seek the single ideal measurement. The general finding (reported in detail in Part II of the December,1971,Management Science) was that the model ran much more efficiently and produced better results when the more textured data from the laboratory pretests were used as opposed to a single function run of the model. Contrary to previous research in this series, the advertising was placed in the context of program material, and the cover story consisted of the "television violence-humor project." Copy testing or laboratory experimentation is emphasized because it provides a quick and low cost method to separate out those alternatives that should be considered further. The paragraphs below simply give a general indication of the development of our thinking. The paragraphs below simply give a general indication of the development of our thinking. Stella Artois ignored the findings, and the ad helped Stella turn from a niche product into a top-five grocery brand in the UK. Silk of MIT and I developed a proposal for a Marketing Science Institute project on determining the extra value or qualitative value of medical publications. This study was a replication with variation of the mail print advertisement field experiment that was done originally by H. Zielske in 1959. It is with these types of goals in mind that the pretesting research and techniques of our project have been developed. ), New models for mass communications research. Field Study II: Split Cable Experiment with Anti-Drug Abuse Messages. The copy tester, on the other hand, earns his living by finding differences between commercials. They conducted a research experiment in conjunction with the IPA and analysed a total of 18 historical TV ads, comparing how this new emotional measure fared next to traditional pre-testing methods. The name of the game here is to predict to the response that is in fact the objective of the campaign. We conduct marketing research to identify current and potential users of your brand and test your creative concepts to optimize their impact on current and potential users of your brand. The dashed line in the chart is meant to indicate that only sometimes are the results of copy tests actually applied to campaign decision making. This kind of question is almost immediately examined in a copy test without: (a) any intervening examination of past experience relative to the general types of ads involved or (b) behavioral science information which might provide hints as to whether either or both of the alternatives should be considered at all. These two large-scale laboratory studies convinced us that the response to advertising is much more complex than would be indicated by even the three-orders model mentioned in Ray et al. In this research he used the "Television Violence-Humor Project" and a new "Television Program Rating Evaluation Project" cover stories. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. The research system would include, in order: (1) examination and development of the problem structure, (2) analysis of available literature, (3) laboratory pretesting, (4) computer simulation application of pretesting results, (5) field experimental validation of lab and simulation predictions, and (6) campaign monitoring. It combines the advantages of experimental control with an effective cover story and relatively natural exposure conditions. The first study involved 18 different test advertisements, three ads for three brands in each of six product categories. At Persuadable Research, we are experts in helping brands get the most out of their advertising. In Peter Clarke (Ed. Beyond that difficulty, the propositions sometimes get applied in actual campaigns, but seldom is there application in copy tests or field experimentation. In addition, they usually view the commercials in a "living room" setting along with two or three other individuals. 1973, Ward and Ray, 1974). Once the previous five stages of the research system are done, there would be a great deal of information on the particular alternatives that survive and are actually run in campaigns. The second study was done with a subset of the advertisements from the first study, and the results were consistent with those that were developed in the first one. Michael Rothschild did a study in a shopping center storefront in which the key variables were levels of political contest and political involvement of respondents. Beverly Hills: Sage Publications, 1973. The ad achieved a high emotion score on FaceTrace, yet only a relatively small proportion of their sample accurately replayed the message that Cadburys chocolate was now available on a digestive. We'd love to hear from you so do drop us a line or follow us on Twitter. Silk of MIT and I developed a proposal for a Marketing Science Institute project on determining the extra value or qualitative value of medical publications. For most people, the first time they learn about a new product, service, or brand is through some type of advertising campaign. Identifies strengths of weaknesses of an advertisement, Measures the overall appeal and appeal to different target groups. Your new concepts are tested against your existing ones, as well as competitors, in an effort to ensure that your campaign will out-perform those already in place. Studies XI and XII: Television Clutter Research. San Diego, August, 1974. One of the measures was galvanic skin response. Jerome B. Reed did two large-scale laboratory projects in which repetition was not a variable, but distraction, attention to commercials, competition, audience, and message type were variables. The data from study III on differences for refutational versus supportive response in purchase intention in various usage groups was applied in a number of ways to a series of runs of the model. By using response function estimations from the lab within the context of the other media models inputs, it is possible to make very precise and realistic predictions to the field. And feedback is almost non-existent. Advertising Pre-Testing can help optimize and perfect your creative campaign prior to its large scale launch, protecting you from underperforming advertisements, potentially saving you thousands of dollars and preserving your brand reputation. The second study was done with a subset of the advertisements from the first study, and the results were consistent with those that were developed in the first one. But opting out of some of these cookies may affect your browsing experience. The studies that have been done with the technique have included competitive messages, multi-media effects, differences in cover story and degree of attention directed to messages, variation in distraction, and in the types of viewing groups. This approach is supported by an extensive research program with one dozen lab pretests which balance natural conditions and research needs, a media modeling study, two extensive field studies, and several monitoring projects. The laboratory setting of the selection-scheduling pretest offers the potential for control of those variables which are critical in advertising effectiveness. There is almost always some element within an ad that connects with consumers. In this case, the management problem of concern was: 'What kind of messages should be used in highly competitive situations?" There are numerous ways of pre testing ads. Professor Alvin J. Our data have been promising thus far and offer hope for improved advertising planning in the future. One preliminary finding was that on many of the measures, the gross amount of clutter was not as important as the position of each advertisement within the clutter stream and the scheduling of the nonprogram material during the program itself. (1973) as well as in an article by Rothschild and Ray in the July 1974 issue of Communication Research. Heller, Roger M., Strong, E.C., & Reed, J.B. Marketing communication and the hierarchy-of-effects. Parents, junior high school and senior high school students were the three kinds of audiences for the study, and they came to central school and organization locations for the test interviewing. So his answer to the repetition function question. The brand tested several Naming and Pack tests including options with images of the baby with the cereals on the packaging. It is unreasonable to expect a variation in copy to show up in a test marketing situation in which these variations ln copy have not been experimentally manipulated. The Stanford research has opted for the middle ground in pretesting; that is, we have worked with just the selection-scheduling type of pretest. Although these data were not in a form that allowed a precise test of the ideas that were supported in the laboratory experiment, there was some support as far as the analysis could go. Study VII Methods of Continuous Repetition Response Measurement. Rather they are concerned with the general presentation, which is closely connected to watching television normally. This research argued very clearly for the textured sort of copy test and against the single measure, single exposure, unnatural setting type of copy test. Field Study 1. Such pretesting can be done quickly with less cost than the limited posttesting type. It had to contend with the leading brand in the category being so well positioned that when the brand carried out a Tracking of consumer habits, they found out that most consumers thought that the competitors brand was the actual name of the product. This research involved an observational measure of respondent attention while viewing the commercials. Rothschild's study also included products that were similar to the classifications in Studies I and II. Jerome B. Reed did two large-scale laboratory projects in which repetition was not a variable, but distraction, attention to commercials, competition, audience, and message type were variables. But it can be monitored with a technique such as the one proposed and used here. The general technique we have developed has been tentatively validated by two large-scale field experiments, one on print advertising and one on television advertising. Advertising effectiveness is measured in key messages, persuasion, brand linkages. Insights impact decisions which impact sales. If you are interested in pre-testing your creative, call us at913-385-1700,or use the form on this page to reach out. Could it be that we're assuming decision-making requires lots of thought? Learn all about the complete Success Story. Studies I through III: Repetition Pretest Technique DeveloPment. Theres considerable financial and professional investment at stake, so its no surprise that pre-testing is often contentious and viewed by some as imprecise. Unlike the results in study one, which indicated that there was no consistent color versus black and white difference, this study found that the color campaign was more effective in generating gross awareness of the advertising, while the black and white campaign, if recalled, was recalled at a greater depth. More competitive advertising actually helped the recall of test advertising. Max Planck Institute for Human Cognitive and Brain Sciences. The advantage of limited posttesting are natural exposure and quick measurement. In a sense, then, this is used as a final check in many cases to assure decision makers that the commercial they are about to run is an excellent one. These cookies will be stored in your browser only with your consent. Studies IV through VI: Repetition with Variation. On the basis of that discussion and references to simple-minded behavioral science ideas, media models were created. Heeler studied in one project repetition with variation in message, in another repetition with variation in media and in a third study the effect of repetition on perceptual maps. The purpose of this brief statement is to provide an overview of our research our assumptions, main findings and implications for advertising pretesting. or even turn into a disastrous public relations nightmare. For instance, in the case of the repetition function problem, we found that each approach gave a different answer to the question of whether the repetition function was affected by different advertising situations. Not only were there repetition effects but there were also interesting differences across product categories, ad types, life cycle stage of the product, and across specific ads. The academic behavioral science applier tends to see a great deal of complexity in the world. 2022 Association for Consumer Research, The Journal of the Association for Consumer Research (JACR). Since one of the goals of the repetition project was to develop response function information for media models, it seemed reasonable that we should attempt to apply some of the laboratory findings to runs of the well-known media model MEDIAC. The strong but irritating commercial did best on all field measures, with the exception of those measures having to do with advertisement liking. This is done as the advertising is being created. The second stage of the research system is one in which behavioral science and past experience is tapped to develop alternative strategies, in the case of Figure 1, this meant the develoPment of alternate message strategies. Ad pre-testing is key to ensuring advertising effectiveness. Heeler was able to develop a general simulation of effects, given his data on mixed media. On several occasions, however, we have identified ads with tremendous potential to harm a brand, sparing the client tremendous stress, embarrassment and fiscal disaster. The lesson: just because you think its cute and funny doesnt mean itll be received that way by your ideal consumer. So his answer to the repetition function question. These three studies, which were conducted by Roger M. Heeler, were an extension of the use of the repetition laboratory technique in a new setting and for new purposes. Typically, the materials are unfinished advertising or advertising in a rough form. This is the typical copy testing approach. Two of the messages that were found to have quite opposite and interesting effects on the parents audience were run in a month long split cable field experiment in the Ad Tel West split cable market. In addition, they usually view the commercials in a "living room" setting along with two or three other individuals. Central location tests are also on of the effective means pf pre testing ads where the consumers are shown the ads in shopping centers with questions asked before and after the ad or commercial. The research proposed was quite similar to that used in the repetition area, and it gave further testimony to the flexibility of this particular copy testing technique. In fact, it is possible to add print ad versions of commercials and increase exposure up to 10. Another finding relevant to those doing antidrug abuse advertising was that it was possible to have a marked effect on the belief atmosphere in a local community with a heavy saturation campaign. Also, sometimes, the cost can be too high. We have told respondents that the research was being conducted to investigate television violence and humor or television ratings. This is representative of the type of general, recurring problem that should be studied by such a research system. Respondents were told that they should watch the programs as they normally would, and coffee and doughnuts were provided in the room to get them moving about as they normally would when they watch television. It is mandatory to procure user consent prior to running these cookies on your website. The data from study III on differences for refutational versus supportive response in purchase intention in various usage groups was applied in a number of ways to a series of runs of the model. This is done with finished advertising, and its goal is to determine which of several alternatives should be run and how those alternatives should be run or scheduled. One preliminary finding was that on many of the measures, the gross amount of clutter was not as important as the position of each advertisement within the clutter stream and the scheduling of the nonprogram material during the program itself. The patient was able for instance to drive calmly and dispassionately past cars involved in accidents. The first is what might be called developmental pretesting. Rather they are concerned with the general presentation, which is closely connected to watching television normally. Also included in the questionnaire are questions on respondent characteristics and past experience with the products and brands involved. For an investment of just under 1 million, the advertising generated an additional 2.59 million in sales. The field experimentation recommended by the research system would not have to be done often, but it would have to be done from time to time to accurately validate both the copy tests and the media models. We're a creative agency in London and Singapore. Another finding relevant to those doing antidrug abuse advertising was that it was possible to have a marked effect on the belief atmosphere in a local community with a heavy saturation campaign. Govt. These cookies do not store any personal information. Ward, Scott & Ray, Michael L. Cognitive responses to mass communication: Results from laboratory studies and a field experiment. Also, sometimes, the cost can be too high. When they arrive at the facility, respondents are given materials on possible alternative means of cable television and teletype-telephone home shopping approaches that might be used in the future. For instance, in the case of the repetition function problem, we found that each approach gave a different answer to the question of whether the repetition function was affected by different advertising situations. Although these data were not in a form that allowed a precise test of the ideas that were supported in the laboratory experiment, there was some support as far as the analysis could go. Instead Heeler did these studies in a central research facility. Usually copy tests are done with accidental samples, without the normal surrounding material that is involved when ads are actually exposed, without the variations of exposure that allow a scheduling decision (that is, there tends not to be any repetition variation or variations in program type or variation in media type or variation in competitive setting), without measurement on the several levels that determine advertising response in an effective way, and without delayed measurement or measurement of purchasing action. All of the advertising used in this print field study was previously used in studies I through III. Two methods were tried in a small pilot project done at the U.C. Also included in the questionnaire are questions on respondent characteristics and past experience with the products and brands involved. At the same time that this natural setting is achieved, it is possible to show respondents commercials at 0 through 3 exposures in competition with the normal commercial fare that is offered on television. Copy testing or laboratory experimentation is emphasized because it provides a quick and low cost method to separate out those alternatives that should be considered further. There were essentially four experimental treatments: GSR only, teletype only, both GSR and teletype, and normal after-exposure measurement only. In the first three studies we were concerned with determining whether we could get repetition response functions in the laboratory setting that were realistic and consistent from study to study. Studies I through III: Repetition Pretest Technique DeveloPment. These measures stretch back to the influential theories of Daniel Colley in the 1960s, who thought that advertising took people from unawareness to awareness, from awareness to comprehension, from comprehension to conviction, from conviction to desire, and from desire to action. After all, it's impossible to replicate a Sunday afternoon in front of the telly during a research situation. Paper presented at the meeting of the Association for Education in Journalism. The managerial situation in which copy tests are done often leads to their purpose being something other than improving the quality of the campaign. One of the measures was galvanic skin response. FIGURE 1 OUTLINE OF PROPOSED RESEARCH There is one more stage of the research system which is not shown in Figure 1. The laboratory setting of the selection-scheduling pretest offers the potential for control of those variables which are critical in advertising effectiveness. Professor Alvin J. In addition to having difficulties in terms of the problem statement, the lack of behavioral science and experience review, and the characteristics of the copy tests themselves--the copy testing approach suffers from a lack of actual application. The second form of pretesting is what might be called selection-scheduling pretesting. The management science model builder tended to use a single function, adapted from the findings of nonsense syllable verbal learning research, to depict all of the possible responses in all possible situations. And because there is very little use of specific copy testing information in campaign development, there is also very little feedback from the campaign to subsequent decisions or to the copy testers themselves. The procedure we have used in the Stanford program is an after-only experimental design with a double-blind cover story. The results are compared to the new creative executions to make sure your new ideas will out-perform whats already out there. Because of this goal, it is necessary to make the exposure conditions and measurement as natural as possible, considering the usual "laboratory" type of setting for the test. In fact, a single measure can measure only a single response, and no single measure, whether it be physiological response or response time or anything else, can predict directly to a field or campaign response under natural conditions. Berkeley management science laboratory. Weve seen a lot of advertising, well ahead of the general public. It is possible to make the conditions of exposure quite natural and measure on a number of levels so the full texture of communication response can be gauged. Heller, Roger M., Strong, E.C., & Reed, J.B. Marketing communication and the hierarchy-of-effects. The dashed line in the chart is meant to indicate that only sometimes are the results of copy tests actually applied to campaign decision making. 232, September, 1974.) The advertisers often indulge in asking direct questions to the consumers about the advertisements.