Advertising Research - Purchase Behavior
Advertising Research - Purchase Behavior
Coupon Stimulated Purchasing
In the Tele-Research approach, 600 shoppers are intercepted in a shopping center location, usually in Los Angeles, and randomly assigned to test or control groups. The test group is exposed to five television or radio commercials or six print ads. Around 250 subjects in the test group completes a questionnaire on the commercial. Both groups are given a customer code number and a packet of coupons, including one for the test brand, which
15Winters, op. cit., 28.
can be redeemed in a nearby cooperating drugstore or supermarket. Selling effectiveness score is the ratio of purchases by viewer shoppers divided by the rate of purchases by control shoppers. Purchases are tracked by scanner data. While the exposure context is highly artificial, the purchase choice is relatively realistic in that real money is spent in a real store.
Split-Cable Tests
Information Resources Inc.'s (IRI) BehaviorScan is one of several split-cable testing operations (Burke and Nielsen being two others). BehaviorScan was in part described in Chapter 5. A consumer panel of 3000 people in each of eight cities (like Pittsfield, Massachusetts; Marion, Indiana; Midland, Texas; and Eau Claire, Wisconsin) each carry ID cards that they present to supermarkets (and some drugstores) when buying something. Their purchases are all monitored by IRI. In addition, in-store information such as special prices, features, and displays are also monitored.
An additional capability of split-cable testing makes it extremely important in advertising research. The panelists have a device connected to their TV set that not only allows the channel selection to be monitored, but also allows the advertiser to substitute one advertisement for another in what are called "cut-ins." Thus, a host of tests can be conducted such as the impact of specific commercials, sets of commercials, advertising budget levels, bunching the ad exposures, the time of day or program in which the ad appears, the commercial length, or the interaction with promotion programs.
Split-cable testing is the ultimate in testing validity. However, it can cost from 5 to 20 times that of a forced exposure test ($100,000 to $200,000) and can take six months to a year or more before the results are known. By that time new brands or changing consumer preferences could make the results somewhat obsolete. For these reasons most firms use split-cable testing far less than alternatives.
Coupon Stimulated Purchasing
In the Tele-Research approach, 600 shoppers are intercepted in a shopping center location, usually in Los Angeles, and randomly assigned to test or control groups. The test group is exposed to five television or radio commercials or six print ads. Around 250 subjects in the test group completes a questionnaire on the commercial. Both groups are given a customer code number and a packet of coupons, including one for the test brand, which
15Winters, op. cit., 28.
can be redeemed in a nearby cooperating drugstore or supermarket. Selling effectiveness score is the ratio of purchases by viewer shoppers divided by the rate of purchases by control shoppers. Purchases are tracked by scanner data. While the exposure context is highly artificial, the purchase choice is relatively realistic in that real money is spent in a real store.
Split-Cable Tests
Information Resources Inc.'s (IRI) BehaviorScan is one of several split-cable testing operations (Burke and Nielsen being two others). BehaviorScan was in part described in Chapter 5. A consumer panel of 3000 people in each of eight cities (like Pittsfield, Massachusetts; Marion, Indiana; Midland, Texas; and Eau Claire, Wisconsin) each carry ID cards that they present to supermarkets (and some drugstores) when buying something. Their purchases are all monitored by IRI. In addition, in-store information such as special prices, features, and displays are also monitored.
An additional capability of split-cable testing makes it extremely important in advertising research. The panelists have a device connected to their TV set that not only allows the channel selection to be monitored, but also allows the advertiser to substitute one advertisement for another in what are called "cut-ins." Thus, a host of tests can be conducted such as the impact of specific commercials, sets of commercials, advertising budget levels, bunching the ad exposures, the time of day or program in which the ad appears, the commercial length, or the interaction with promotion programs.
Split-cable testing is the ultimate in testing validity. However, it can cost from 5 to 20 times that of a forced exposure test ($100,000 to $200,000) and can take six months to a year or more before the results are known. By that time new brands or changing consumer preferences could make the results somewhat obsolete. For these reasons most firms use split-cable testing far less than alternatives.
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