Damasio's findings suggested that emotions were crucial to decision-making. As part of his dissertation research, Michael Rothschild also collected extensive data on one political campaign for the Senate in a midwestern state and on a number of ballot propositions in California. By doing pretesting within the setting of the research system just described, it is possible to develop a more realistic assessment of the communication response that occurs in specific advertising situations. Field Study II: Split Cable Experiment with Anti-Drug Abuse Messages. Since these copy tests do not have the variations that might allow them to be related to the field, it is very difficult for copy testers to say anything more than Ad A seems to be better than Ad B. 1973, Ward and Ray, 1974). Here the alternatives are in as finished form as possible, the sampling is more representative of the audience, and measurement is made to determine realistic communication response rather than physiological indicators or consumer opinions of advertising effectiveness. In the third story, a fashion and perfume company was thinking about launching a premium version of one of their star products without removing the original one from stores, in order to take advantage of the success attained by the latter. In Figure 1, it is called the laboratory experimentation stage. The analysis of this study is not complete, but surprisingly enough, there does not seem to be a great effect caused by the during-exposure measurement. The second approach shown on the following page is the one this paper and workshop are most concerned with. ), New models for mass communications research. 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. This provides very little direction in terms of how the ads would operate in an actual schedule in an actual campaign. 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. 2022 Association for Consumer Research, The Journal of the Association for Consumer Research (JACR). Media Vehicle Exposure Value Research Proposal. The third study concentrated on "refutational" versus "supportive" types of advertisements. The third type of pretesting might be called limited posttesting. Because all products and ad campaigns were developed in Spain, the brand would have to make sure the message would have a positive impact on brand image, and not confuse consumers in the countries. even though he or she seldom does any copy testing with repetition, is "Yes, there are big differences in response to advertising." Dan Ariely, Duke University, USA, Veronika Kadomskaia, Monash University, Australia
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. Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
We'd love to hear from you so do drop us a line or follow us on Twitter. 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 patient was able for instance to drive calmly and dispassionately past cars involved in accidents. As this work began, we began to realize that the repetition function or wear out problem in advertising was really only one of a number of general recurring problems that needed to be attacked in a more SYStematic was than had PreviouslY been done. In the case of these studies, respondents then saw normal program material with our test commercials embedded in the Programs. So the goal of our research at Stanford has been to develop a standard pretesting format for general managerial problems in advertising. Learn all about the complete Success Story, Omnibus surveys: how they help you get the insights you need quickly and efficiently, 54% of consumers have changed how they eat and drink, Quirks Media Conference London an overview from day 2 of the show. More important for the present purposes is the fact that his findings were also supportive of the results of studies I-III. Instead Heeler did these studies in a central research facility. In some situations, these models are used to plan campaigns, but they are never satisfactorily validated. The situation as we saw it for these general recurring problems could be depicted as shown in the chart on the following page. (Stanford GSB Research Paper No. Chicago: American Marketing Association, 1972, 475-478. There would be significant advantages if it were possible to get some measurement during exposure without affecting the exposure itself. As the repetition project has developed, we have moved from a belief in the straight learning hierarchy of effects ideas with common exponential functions of response toward one in which there are a variety of hierarchy possibilities with unusual functional relationships. You also have the option to opt-out of these cookies. The first was the advertising media modelers' or management scientists' approach. This is the campaign monitoring stage. 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. Media Vehicle Exposure Value Research Proposal. Several aspects of this procedure should be underlined. The name of the game here is to predict to the response that is in fact the objective of the campaign. For the more low involvement state assembly race, there were effects on the cognitive and extremely strong effects on the attitudinal measure. It is with these types of goals in mind that the pretesting research and techniques of our project have been developed. The basic assumption of this research system is that the problems can be most efficiently handled with a combination of the best aspects of each of the three approaches shown in the chart. Several aspects of this procedure should be underlined. 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. In this research he used the "Television Violence-Humor Project" and a new "Television Program Rating Evaluation Project" cover stories. 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. ), Combined Proceedings. Professor Alvin J. The pretest is quite inefficient if it is used in isolation or if a new form of pretest is developed for each individual situation. 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. Since, as shown on the chart, there is really no research done in this approach, the behavioral scientist answering the question usually said: "Well maybe, there might be response function differences.". Given the ambivalent state of affairs with regard to the repetition function problem and others which recur in advertising, we felt that there was a need to develop a research system which could be applied to such problems. How much of your decision was based on thought and how much was because of an intuitive gut-feeling? 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 results lead to a relaunch of the product with its original name and identity but communicating the new formula, packaging and design as an evolution. Paper presented at the meeting of the Association for Education in Journalism. Advances in Consumer Research Volume 2, 1975 Pages 577-588 THE ADVERTISING PRETEST AS PART OF A MULTIMEASURE, MULTIMETHOD, MULTISITUATION VALIDATION AND APPLICATION RESEARCH SYSTEM Michael L. Ray, Stanford University This invited paper was developed as part of a workshop on pretesting at the ACR meetings. His research is reported in an article in the November,1974,Journal of Marketing Research. It is not always true that variation in message can extend the life of a campaign. The measures tend to be either gross physiological ones or, on the other hand, consumer "expert" opinions about the content of advertising. 
The advertising pretest, when it is used correctly, is part of a managerial process. The respondents are not told to concentrate on the commercials themselves. When one attempts to solve a particular problem by using the three approaches shown in the chart, he or she often finds that these approaches give very different answers to general problems. 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. The third type of approach to advertising decision making problems is the academic application of behavioral science ideas. The best example of this sort of approach is the day-after-recall test. You will be able to see which elements are performing well and which need improvement. It combines the advantages of experimental control with an effective cover story and relatively natural exposure conditions. As a result, the brand experienced a 9% increase in sales during its airing on a global scale. What is being described here is the "one shot immediate measurement copy test." On the basis of that discussion and references to simple-minded behavioral science ideas, media models were created. More detail on these studies is found in Ray (1972), Ray et al. 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. But the mixed media campaigns did not work in all advertising situations. 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. Michael L., in collaboration with Sawyer, A.G., Rothschild, M.L. 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. They can be cute, funny, and impactful. This promises to add dimensionality to future studies. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. In some studies we have departed from the "Shopping of the Future" cover. This invited paper was developed as part of a workshop on pretesting at the ACR meetings. There were pairs of ads for five different brands in five different product categories. Study VII Methods of Continuous Repetition Response Measurement. Continuous monitoring systems, especially of the repetitive survey type, can provide additional information which might be utilized in the earlier stages of the decision process. Rothschild's study also included products that were similar to the classifications in Studies I and II. Ward, Scott & Ray, Michael L. Cognitive responses to mass communication: Results from laboratory studies and a field experiment. Or Levis Bold New Breed, or Stella Artoiss French Peasants. All these ads did poorly in pre-testing but succeeded on-air. Advertising effectiveness is measured in key messages, persuasion, brand linkages. A course of that expanding realization has run through the studies that are outlined below. More detail on these studies is found in Ray (1972), Ray et al. One solution might come from the research agency BrainJuicer, which invented a new measure of emotion called FaceTrace. Also, sometimes, the cost can be too high. Advertising is fun. 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. 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 people started with a well-defined problem, such as advertising scheduling, and then proceeded to develop a clear conceptualization of the problem area by working intensively with managers who understood it. 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. Again, there was support for the findings in that initial study, as well as some indication of the comparative response to product advertising as opposed to political advertising. 1973, Ward and Ray, 1974). In addition to developing data supportive of Zielske's earlier study, Ed Strong, who did this study, was able to develop a scheduling simulator that could be used to evaluate various advertising schedules. THE STATE OF BEHAVIORAL APPLICATION IN ADVERTISING. And feedback is almost non-existent. The study ran over a 13 week period with respondents receiving mailings on a weekly basis. Studies IV through VI: Repetition with Variation. 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. The first study involved 18 different test advertisements, three ads for three brands in each of six product categories. Its a convenient model for the research industry to perpetuate because its a linear, sequential and seemingly logical approach which is very easy to structure pre-testing. Heller, Roger M., Strong, E.C., & Reed, J.B. Marketing communication and the hierarchy-of-effects. That is, pretests are often asked to predict to a situation in which the very variables which are manipulated in the lab are not cleanly manipulated. 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. 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. Heeler was able to develop a general simulation of effects, given his data on mixed media. The usual question given to a copy tester is a very short term and narrow one such as: Is Ad A Better Than Ad B? Most important for us, the selection-scheduling type of pretest has the potential of being used in a research system involving not only pretests but also behavioral analysis, media models, field experimentation, and campaign monitoring. The fourth ad was good to go. 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. Stella Artois ignored the findings, and the ad helped Stella turn from a niche product into a top-five grocery brand in the UK. 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. This research involved an observational measure of respondent attention while viewing the commercials. 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. Thus this set of studies pushed the ability of the general technique to its boundaries. The samples are usually accidental. 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. This study gave some support for the attempt to develop more realistic data from advertising pretests than is usually obtained. Be 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. 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. Unlike the management science modeling one, the copy testing approach does not specify a problem that can be dealt with in a continuing and ordered way. The Persuadables collect actionable data you can rely on to give you the marketing advantage you need. But opting out of some of these cookies may affect your browsing experience. All exams are online now due to COVID related precautions. The research report for Stella Artois predicted that brand awareness would be below average and the ad wouldnt communicate the brands all-important exclusivity. For another example of ad testing, click here for ourTV Ad Case Study. The copy testing procedures that are used are also deficient in several ways. It's based on the work of psychologist Paul Ekman, who established that there are seven human emotions we all express in the same way regardless of our background or culture: happiness, fear, disgust, anger, surprise, contempt and sadness. The measures tend to be either gross physiological ones or, on the other hand, consumer "expert" opinions about the content of advertising. This was later echoed by scientists at Max Planck Institute for Human Cognitive and Brain Sciences, who found that a decision is formed in our subconscious around 10 seconds before we believe weve consciously made that decision. When the agency delivered on that request, the client suddenly worried that they were too close to the edge. Concerned about a public relations nightmare, the ads were tested among the target audience to determine potential for backlash. REFERENCES Ray, Michael L., A proposal for validating measures and models in highly competitive decision situations. The academic behavioral science applier tends to see a great deal of complexity in the world. But it had a negative effect on attitude and purchase intention measures. 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. Model Application Study. Developing a pretesting technique is an engineering job. 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. But it can be monitored with a technique such as the one proposed and used here. It provides a solution to another of the validational problems of pretests. San Diego, August, 1974. 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. of respondents declared they were happy to pay the price, as long as the new product replaced the old one, it became a new and empowered version of the original fragrance. Over and over again he found that he couldn't make decisions. Berkeley management science laboratory. It provides a solution to another of the validational problems of pretests. (1973) as well as in an article by Rothschild and Ray in the July 1974 issue of Communication Research. Could it be that we're assuming decision-making requires lots of thought? ), New models for mass communications research. When pretesting is considered as part of a decision and research system of the sort partially depicted in Figure 1, there are certain requirements for it that otherwise would be ignored. Beyond that difficulty, the propositions sometimes get applied in actual campaigns, but seldom is there application in copy tests or field experimentation. Advertising is creative. 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. Berkeley management science laboratory. 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. The brand launched an Advertisement Pre-test study to predict how consumers would respond to the launch and if they were willing to pay a 25% price increase for it. Beyond that difficulty, the propositions sometimes get applied in actual campaigns, but seldom is there application in copy tests or field experimentation. or even turn into a disastrous public relations nightmare. Our data have been used in media model runs with positive results. 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. 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. 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. 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. Why can't ad testing always predict real-world success? While some companies such as Proctor & Gamble use limited posttesting on a regular basis for selection and scheduling, this tends not to be the norm. Political Campaign Monitoring Studies. The Stanford research has opted for the middle ground in pretesting; that is, we have worked with just the selection-scheduling type of pretest. There were strong refutational versus supportive differences when considered by usage groups. Through these studies, the brand discovered that the optimal communication style for Spain and Italy was more conservative than that of Portugal and CEE countries. It should be the province of the creative people within an advertising agency, because developmental pretesting is used to determine whether certain components of advertising work. A small scale developmental study was done to determine the effects of asking for response during the exposure to repetitive advertising. The fourth stage of the research system is an attempt to eliminate some of these problems, which come from lack of attention to field situation variables in making the predictions to the field. By attaching respondents to a GSR monitoring system, it was possible to see if resulting gross arousal changes had any pattern during the advertisement exposures. The advertising pretest, when it is used correctly, is part of a managerial process. In essence, there were three general types of attacks on advertising problems, none of which was totally satisfactory. So could emotional response be a better indicator of efficiency than other pre-testing measures, and can it therefore be used as a highly effective media planning tool? The conclusion of these three studies was that we had a technique that worked quite well and gave us interesting and, on a face validity basis, reasonable results. Certified Advertising Manager. 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." The copy tester, on the other hand, earns his living by finding differences between commercials. Since, as shown on the chart, there is really no research done in this approach, the behavioral scientist answering the question usually said: "Well maybe, there might be response function differences." Scores against a battery of attributes: uniqueness, relevance, eye-catching, etc. By varying the amount of competitive advertising, Heeler was able to show that response was quite different depending on the measure. One current version of our recommended research system is in Figure 1, which originally appeared in Ray (1972, p. 476). Our feeling has been that it is desirable to have finished advertising to determine actual potential of ad response. He also learned that there was usually a need for some print in a "campaign" in order to achieve maximum effect. (Youd be surprised at how often this is a problem.) 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 procedure we have used in the Stanford program is an after-only experimental design with a double-blind cover story. It combines the advantages of experimental control with an effective cover story and relatively natural exposure conditions. Unlike the management science modeling one, the copy testing approach does not specify a problem that can be dealt with in a continuing and ordered way. He also learned that there was usually a need for some print in a "campaign" in order to achieve maximum effect. The other during-exposure measure was a teletype-activated scale by which respondents can indicate how interested they were in the material they were seeing. Its done at a late stage using finished materials, such as the final version of a TV commercial. 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. The best example of this sort of approach is the day-after-recall test. This is done as the advertising is being created. The end result of such an approach should be not only better pretesting but also more extensive, efficient utilization of both behavioral science hints and media models in advertising decision-making. The last case describes how an energy drink brand wanted to improve its positioning with its target and increase its market share to catch the product category leader. The advantage of limited posttesting are natural exposure and quick measurement. 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. 
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