Measurement Issues

The use of symbols, relationships and emotions in advertising has grown over the years, and so has the level of sophistication. There is less text and more association. From a research perspective, the complexity of evaluating advertising and measuring its impact has increased considerably. Emotions and symbols are harder to gauge than persuasion or salience.

Salience is measured by metrics such as top-of-mind, spontaneous and aided brand awareness. Persuasion is usually measured in terms of pre/post shift in disposition to purchase brand. Note, however, that claimed disposition to purchase normally turns out to be higher than actual behaviour might suggest. What consumer claim they will do is usually not the same as what they actually do.

The likeability of an ad is usually measured in terms of rating on a set of attributes that relate to affinity. Imagery can be measured using the methods described in Chapter Brand Sensing. Symbolism however is relatively hard to gauge because it is often non-verbal and difficult to describe. As such, it is not always feasible to assess the full significance of symbols.

Consumers’ relationships with brands are complex in nature, and consequently difficult to describe or measure. And with regard to emotions, verbal responses do not usually elicit their true nature. Moreover, consumers often find it hard to verbalize emotions, and they may not even be conscious of their existence. In light of this, indirect interviewing methods and non-verbal, physiological approaches are gaining acceptance. Details about these measurement methods and the prevailing techniques in advertising evaluation are covered in Chapter Advertising Analytics.

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What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.