In an advertising survey, our focus will be on the comprehension, effectiveness, and results of the ad message. Ads involve five key messaging elements. These are Who (Spokesperson), Says What (Advertising Message), To Whom (Target Audience), How (Which Media Channel), and With What Effect (Desired Outcome).
When any advertising research is conducted we must have in mind the Advertising Effect or desired outcome. If we can determine the Effect, we can answer the other four questions. When creating a survey to measure the effectiveness of an advertisement, a series of ad components are evaluated. The following are a sampling of items from different advertising evaluations based on a hierarchy-of-values approach.
Communicated Messages About Product
Service Attributes - What attributes or features does this ad communicate?
Taste: This drink has great taste.
Energy: This drink provides an energy boost.
Reliability: This computer is reliable and trouble free.
Features: This computer has the features I'm looking for in a laptop.
Cost: This computer is less expensive than most major brands.
Style: This coat is attractive and stylish.
Communicated Benefits - What benefits does this ad communicate?
Comfort: This car is comfortable to ride in.
Value: This car is a good value for the money.
Origin: This car is superior to most imports.
Quality: This car is a quality vehicle.
What personal values does this ad communicate?
This ad reminds me of....
Need Fulfillment (This car will meet my driving needs.)
Caring (This company cares about my needs.)
Trust (I can trust the car I drive.)
Understanding (The company understands the needs of the buyers of this car.)
Higher Order Values
Higher order values are the over arching values that drive behavior and give meaning to life. Products and services are more likely to be purchased if they are consistent with these values. Measures of these values should be included in advertising studies.
This ad brings to mind -
Accomplishment (The good feelings of personal accomplishment.)
Peace of Mind (The good feeling of having peace of mind.)
Personal Satisfaction (The good feeling about myself and what I do)
Security (The good feeling of personal security and well being.)
Behavioral and attitudinal goals will vary by ad and include such factors as:
Realism: This ad shows a realistic view of President Obama.
Entertaining: This ad is entertaining to watch.
Relevance: This ad provides relevant information about the products.
Ad Reinforcement: This ad reinforces positive feelings about this product.
Information: This ad makes me want to learn more about this product.
Purchase: This ad makes me more likely to purchase this product.
Attention: This ad really holds my attention.
These items are often measured using a Strongly Agree - Strongly Disagree scale.
Advertising and Media Research
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