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Slide20-1AdvertisingResearch
JoelJ.DavisChapter20:Post-ProductionTesting&Optimization
Slide20-2CopyTestingDimensionsNaturalnessofviewingsituationActualtelevisionprogrambroadcastVHS/DVD
Slide20-3CopyTestingDimensionsNaturalnessofviewingsituationNumberofadvertisingexposures
Slide20-4CopyTestingDimensionsNaturalnessofviewingsituationNumberofadvertisingexposuresTimingofdatacollectionImmediatelyafterexposureOnetotwodaysormore
Slide20-5CopyTestingDimensionsNaturalnessofviewingsituationNumberofadvertisingexposuresTimingofdatacollectionTypesofdatacollected
Slide20-6Gallup&RobinsonInTeleTestViewingsituation: prerecordedprogram
VHS/DVDSample: 150menandwomen
10marketsDatacollection: nextday
Slide20-7Gallup&RobinsonInTeleTest:
KeyMeasuresIntrusivenessCommercial’sabilitytobreakthroughclutterUnaidedrecallProvedunaidedrecallProvedaidedrecall
Slide20-8Gallup&RobinsonInTeleTest:
KeyMeasuresPersuasionandbrandratingsCommercial’sabilitytofosterfavorableattitudestowardproductFavorablebuyingattitudeBrandrating
Slide20-9Gallup&RobinsonInTeleTest:
KeyMeasuresCommercialreactionsAffectivereactionstothecommercialCommerciallikingCommercialexcellence
Slide20-10MapesandRossNaturalExposureViewingsituation: on-airprogram
Sample: 150menandwomenDatacollection: nextday
Slide20-11MapesandRossNaturalExposurePersuasionCommercial’sabilitytochangeormaintainproductpreference
Slide20-12MapesandRossNaturalExposureUnaidedrecallRespondents’abilitytolinkadvertisedbrandtocommercialfromcategorydescriptionProvenrecallRespondentsabilitytorememberanddescribespecificcommercialelements
Slide20-13MapesandRossNaturalExposureIdeacommunicationRespondents’commercialdescription.DeterminesextenttowhichVisualelementsattractattentionMainideaiscommunicatedMainideasisseenasimportantCommercialhasalteredbuyinginterest
Slide20-14CriteriaforEvaluating
CopyTestingMethodologies“Realworld”viewingsituationDisguisedpurposeMultiplemeasuresanddiagnostics
Slide20-15CriteriaforEvaluating
CopyTestingMethodologies“Realworld”viewingsituationDisguisedpurposeMultiplemeasuresanddiagnosticsNormsValidation
Slide20-16Split-RunTestsAlternativeadsaresplitwithinadvertisingmediumYellowPagesMagazines
Slide20-17Split-RunTests
Slide20-18Split-RunTestsOperationalize“better”CodeadsfordatacollectionConductstatisticalteststodeterminedifferences
Slide20-19A/BTestsSamegeneralapproachassplit-runVariationofpost-testonlydesignMoreflexible:cantestanycontrolstimulusagainstatestcounterpartTwobanneradsChangesinGoogleAdwordsCurrentandproposedwebpagesAlternativeemailversions
Slide20-20A/BTests:ExampleTwoGoogleAdwordsadsCurrentad(“A”ad)usesword“free”Secondad(“B”)mentionsthreebrandnamesAdexposureisrotated
Slide20-21A/BTests:ExampleTwoGoogleAdwordsadsCurrentad(“A”ad)usesword“free”Secondad(“B”)mentionsthreebrandnamesAdexposureisrotatedStatisticaltestscompareadsClick-throughPercentageclicking-throughPurchase
Slide20-22A/BTests:AdditionalConsiderationsTestlength
Slide20-23A/BTests:AdditionalConsiderationsTestlengthExposurerotation
Slide20-24A/BTests:AdditionalConsiderationsTestlengthExposurerotationCharacteristicsofcontrolandteststimuliIncremental(oneatatime)changesMultiplechangesallatonce
Slide20-25FullFactorialDesignsAppropriatewhenneedittodeterminesimultaneouseffectofrelativelyfewmanipulationswithmultiplelevelsTwotothreemanipulationsTotalnumberofcellslessthan10
Slide20-26FullFactorialDesignsAdvantageisabilitytoisolateeffectsofeachmanipulationindependentlyaswellasinteraction(s)betweenfactors
Slide20-27FullFactorialDesigns:ChevronExample
Slide20-28FullFactorialDesigns:ChevronExample
Slide20-29FullFactorialDesigns:ChevronExample
Slide20-30FullFactorialDesigns:ChevronExample
Slide20-31MultivariateTestingFullfactorialdesignslimitedbynumberofmanipulationsandlevels3x3x5x2x5x4designwouldrequiresampleof180,000with100respondentspercellMultivariatesolvesthisproblembytestingonlyasubsetofallpossiblecells
Slide20-32MultivariateTesting:ASAExample
Slide20-33MultivariateTesting:ASAExample
Slide20-34MultivariateTesting:ASAExample
Slide20-35MultivariateTesting:ASAExample
Slide20-36MultivariateTesting:ASAExample
Slide20-37AdvantagesandLimitationsof
MultivariateTestingAdvantagesMultiplechangescanbeevaluatedatonceSignificantlearningfromrelativelyfewstimuliOnlinestimulicanbecreated“onthefly”
Slide20-38AdvantagesandLimitationsof
MultivariateTestingAdvantagesMultiplechangescanbeevaluatedatonceSignificantlearningfromrelativelyfewstimuliOnlinestimulicanbecreated“onthefly”DisadvantagesMostefficientlyusedwhenonlytwolevelspermanipulationOnlyafewinteractionscanbeexamined
Slide20-39CampaignEvaluationConcurrentContinuousdatacollectionTrackingPointintime
Slide20-40CampaignEvaluationWhatdatashouldbecollected?
Slide20-41CampaignEvaluationWhatdatashouldbecollected?Whenshouldtheevaluationtakeplace?
Slide20-42CampaignEvaluationWhatdatashouldbecollected?Whenshouldtheevaluationtakeplace?Arereferencegroupsnecessaryfordatainterpretation?
Slide20-43CampaignEvaluation:SmokingExample
Slide20-44CampaignEvaluation:SmokingExample
Slide20-45Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.
Slide21-46AdvertisingResearch
JoelJ.DavisChapter21:PresentingResearch
Slide21-47CharacteristicsofGoodReportWritingClearConciseCompleteCoherentCareinpreparationClarityandConcisenessEliminateunnecessarywordsNotthis:Itisimportanttonotethat…Butthis…
Importantly…
Slide21-48ClarityandConcisenessEliminateunnecessarywordsNotthis:Duetothefactthat…Butthis…
Because…
Slide21-49ClarityandConcisenessEliminateunnecessarywordsNotthis:Inviewoftheforegoinganalysis…Butthis…
Inlightof…
Slide21-50ClarityandConcisenessEliminateunnecessarywordsNotthis:Asupplementalreviewofthedata…Butthis…
Additionalanalyses…
Slide21-51ClarityandConcisenessUsecommonwordsandsimplephrasingNotthis:Afactorwhichexertssignificantinfluence…Butthis…
Aninfluentialfactor…
Slide21-52ClarityandConcisenessUsecommonwordsandsimplephrasingNotthis:Intermsoftheforthcomingdatapresentation…Butthis…
Now…
Slide21-53ClarityandConcisenessMinimizeuseoftechnicaljargonUsevocabularythatmatchesthatofreaderorlistenerAvoidlongrun-onsentences
Slide21-54ClarityandConcisenessUseactiveversuspassivevoiceNotthis:Inthecourseofmyanalysisitbecameapparentthat…Butthis…
Theanalysisshows…
Slide21-55ClarityandConcisenessUseactiveversuspassivevoiceNotthis:TherewerethreereasonsforthistrendinresponseButthis…
Therewerethreereasonsforthistrend…
Slide21-56CompletenessReportorpresentationprovidesdetailatnecessarylevelofdepthReportiscompletewhencanaffirmativelyanswerquestion:“Canmyaudiencefullyunderstandtheresearchfindingsandindependentlyevaluatetheappropriatenessofconclusionsandrecommendationswithoutbeingdistractedbyirrelevantinformation?”
Slide21-57CoherenceSmoothtransitionsbetweenthoughtsRelatedpiecesofinformationgroupedtogetherTopicsarelogicallyarrangedClear,explicitfindingsserveasdirectbasisforconclusionsandrecommendations
Slide21-58CareTablesandchartsdouble-checkedforaccuracyNoproblemswithgrammarorspelling
Slide21-59NeedforReviewFirstreviewisofcontent
Slide21-60NeedforReviewFirstreviewisofcontentSecondreviewisofmechanicsandorganization
Slide21-61NeedforReviewFirstreviewisofcontentSecondreviewisofmechanicsandorganizationThirdreviewofofspellingandgrammar
Slide21-62ElementsofaResearchReportTitlepageTableofcontentsExecutiveSummaryBackgroundMethodologyFindingsConclusionsRecommendationsAppendices
Slide21-63TitlePageProjecttitleDateGroupforwhichresearchwasconductedInternaljoborcontrolnumberNamesofprincipalresearchersDistributionrestrictions
Slide21-64TitlePage
Slide21-65TitlePage
Slide21-66TableofContentsListspagenumbersofmajorsectionsListsitemsplacedinreportappendix
Slide21-67ExecutiveSummaryPresentsinformationrelatedto:StudybackgroundStudypurposeMethodologyMainfindingsConclusions,limitationsandrecommendations
Slide21-68BackgroundSetscontextforinterpretingresultsPresentsbackground,objectivesandrationaleingreaterdetailversusExecutiveSummaryBroadercontextimportantfortworeasonsPermitsreferencetopriorresearchProvidesrecordforfutureusersofresearchfindings
Slide21-69MethodologySummarizesspecificdecisionsrelatedtosamplinganddatacollectionDetaileddescriptionsof:WhoparticipatedinresearchWhytheseindividualswereselectedKeyquestionsaskedDatacollectionResearchtiming
Slide21-70FindingsOrganizesfindingsaroundcoretopicsandpresentsthesetopicsinlogicalorderPresentsonlythosefindingsthatareimportantPresentsallfindingsneededtosupportconclusionsandrecommendations
Slide21-71FinalSectionsConclusionsFocusonwhatthefindingsmeanasopposedtowhatthedatasays
Slide21-72FinalSectionsConclusionsFocusonwhatthefindingsmeanasopposedtowhatthedatasaysRecommendationsandnextsteps
Slide21-73FinalSectionsConclusionsFocusonwhatthefindingsmeanasopposedtowhatthedatasaysRecommendationsandnextstepsAppendices
Slide21-74OralResearchPresentationBenefitsoforalresearchpresentationEnsuresappropriatepeopleexposedtoresearchProvidesopportunitytoclarify,expandwrittenreport
Slide21-75CreatingMoreEffectiveSlidesThinkintermsofideas,notinformation
Slide21-76CreatingMoreEffectiveSlidesThinkintermsofideas,notinformationAvoidinformation-denseslides
Slide21-77CreatingMoreEffectiveSlidesThinkintermsofideas,notinformationAvoidinformation-denseslidesCommunicatewithbothpicturesandwords
Slide21-78CreatingMoreEffectiveSlidesThinkintermsofideas,notinformationAvoidinformation-denseslidesCommunicatewithbothpicturesandwordsUseslidesasprompt–fillindetailorally
Slide21-79CreatingMoreEffectiveSlidesThinkintermsofideas,notinformationAvoidinformation-denseslidesCommunicatewithbothpicturesandwordsUseslidesasprompt–fillindetailorallyThreeeasytoread,consistentfonts
Slide21-80CreatingMoreEffectiveSlidesThinkintermsofideas,notinformationAvoidinformation-denseslidesCommunicatewithbothpicturesandwordsUseslidesasprompt–fillindetailorallyThreeeasytoread,consistentfontsMaintainavisualfocus,avoidtoomanybulletpoints
Slide21-81CreatingMoreEffectiveSlidesThinkintermsofideas,notinformationAvoidinformation-denseslidesCommunicatewithbothpicturesandwordsUseslidesasprompt–fillindetailorallyThreeeasytoread,consistentfontsMaintainavisualfocus,avoidtoomanybulletpoints“Build”slides
Slide21-82ResearcherasPresenterPacefortheaudience
Slide21-83ResearcherasPresenterPacefortheaudienceEncourageparticipationbutdon’tlosecontrol
Slide21-84ResearcherasPresenterPacefortheaudienceEncourageparticipationbutdon’tlosecontrolShowrespectforaudience
Slide21-85ResearcherasPresenterPacefortheaudienceEncourageparticipationbutdon’tlosecontrolShowrespectforaudienceBeawareofnonverbalsignals
Slide21-86HandlingQuestionsAskinawaythatsignalsquestionsarewelcomeandexpected
Slide21-87HandlingQuestionsAskinawaythatsignalsquestionsarewelcomeandexpectedRespondsimplyanddirectly
Slide21-88HandlingQuestionsAskinawaythatsignalsquestionsarewelcomeandexpectedRespondsimplyanddirectlyDon’tloseyourcool
Slide21-89HandlingQuestionsAskinawaythatsignalsquestionsarewelcomeandexpectedRespondsimplyanddirectlyDon’tloseyourcoolUsedifferentwordstoaddresspreviouslycoveredmaterial
Slide21-90UsingTablesandChartsEffectivelyShouldextendorcomplimentnarrative
Slide21-91UsingTablesandChartsEffectivelyShouldextendorcomplimentnarrativeKeepitsimple
Slide21-92UsingTablesandChartsEffectivelyShouldextendorcomplimentnarrativeKeepitsimpleWellintegratedandconsistentwithnarrative
Slide21-93UsingTablesandChartsEffectivelyShouldextendorcomplimentnarrativeKeepitsimpleWellintegratedandconsistentwithnarrativeTables/chartspresentdata,narrativeexplains
Slide21-94UsingTablesand
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