Brand awareness testing

[Hesk]

If i wanted to measure the effectiveness of tv advertsing on brand awareness and not buyer behaviour, what could my method be? showing tv adverts that dont seem to promote price is one aspect im looking at, but how do i actually measure it? im thinking along the lines of a section of people in a room watching tv adverts but unsure as to how i can prove tv advertising effectviness through it.
thanks,
Hesk

 

[ethical PR]

Hesk -is this a real campaign you are running and if so what's the product or service?

Or is this for something you are studying?

 

[Hesk]

Hesk -is this a real campaign you are running and if so what's the product or service?

Or is this for something you are studying?

the second one. ive thought about adjective check lists and slogan awareness surveys but how, if at all, effective are these and if there is other methods available, what might they be?

thanks,
Hesk

 

[directmarketingadvice]

the second one.

If it's something you're studying, what books have you read to find out?

im thinking along the lines of a section of people in a room watching tv adverts but unsure as to how i can prove tv advertising effectviness through it.

Something like "can you remember the advert you saw 30 seconds ago?"

Steve

 

[LicensedToTrade]

There is quite a straight-forward test that covers this although the name of the originator escapes me. It was designed more to test familiarity with logos but I don't see why it couldn't work with a TV advertisement.

When researching the existing strength of awareness for a particular logo for instance the researcher would design a sheet or a chart that included the logo of the brand they were testing. Also on the sheet would be many many logos of competing brands. e.g. If you were testing for the awareness of the Ford logo you would place it on a chart in amongst BMW, Vauxhall, Jaguar, Nissan, Audi etc. etc.

You then go through each logo and ask the candidate if they recognise the (non-text) logo and if they can remember the name of the company. You do this for each logo including the logo you are testing for without giving the game away.

Carry this out on as many candidates as you can and then youhave a set of closed statistics which allow you to rank your logo against the rest.

This same tactic could be applied to video advertisments by using samples of the advert that do not contain the logo or name of the company, just the bits in between to check for overall awareness.