"To succeed, an ad must have an effect on the eye and the ear, on the mind, and on the heart."
--Kleppner's Advertising Procedure, 11th edition
Advertisers use a wide variety of tools to evaluate the effectiveness of an ad. They often do testing before the ad is completed as well as after the ad is broadcast. Sometimes advertisers will release an ad in one city and show it frequently, then look at the change in sales volume in the week after the ad was aired, do interviews with consumers, observe behavior in stores, or conduct focus groups to determine viewers' responses to the ad.
One important way to get feedback about a student produced PSA is to screen it for members of the local anti-drug prevention organizations in your community. These individuals can give you feedback on their perceptions of the strengths and weaknesses of the ad, and have a well-developed sense of how different people may respond to messages which promote not using drugs.
Advertisers are most interested in how the target audience responds to an ad. One measure of an ad's effectiveness is the Burke Score. Burke is a company which uses telephone interviews the day after a commercial is run, asking people whether they saw or heard the commercial, what they remembered about the ad, and what ideas or images they recalled from the ad.
Magazines ads are evaluated by the Starch Report, a company which does personal interviews with readers and measures how many people saw an ad and how many read it.
TRY THIS! ACTIVITY
Students select a sample of people to evaluate the ad, including people in the target audience as well as others who are not part of the target audience. Ideally, the viewers should see four commercials, with the anti-drug PSA in position three. Then invite them to answer the questions below. Each of the questions should be presented on a separate sheet of paper to avoid one question influencing how an individual answers the others.Â
Your Opinions About The Commercials
1. List the commercials you can remember.Â
2. Mark your feelings about each commercial. 4= liked it, 1 = disliked it
Commercial 1 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
Commercial 2 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
Commercial 3 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
Commercial 4 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
3. What do you remember about Commercial 3? Â
One important way to get feedback about a student produced PSA is to screen it for members of the local anti-drug prevention organizations in your community. These individuals can give you feedback on their perceptions of the strengths and weaknesses of the ad, and have a well-developed sense of how different people may respond to messages which promote not using drugs.
Advertisers are most interested in how the target audience responds to an ad. One measure of an ad's effectiveness is the Burke Score. Burke is a company which uses telephone interviews the day after a commercial is run, asking people whether they saw or heard the commercial, what they remembered about the ad, and what ideas or images they recalled from the ad.
Magazines ads are evaluated by the Starch Report, a company which does personal interviews with readers and measures how many people saw an ad and how many read it.
TRY THIS! ACTIVITY
Students select a sample of people to evaluate the ad, including people in the target audience as well as others who are not part of the target audience. Ideally, the viewers should see four commercials, with the anti-drug PSA in position three. Then invite them to answer the questions below. Each of the questions should be presented on a separate sheet of paper to avoid one question influencing how an individual answers the others.Â
Your Opinions About The Commercials
1. List the commercials you can remember.Â
2. Mark your feelings about each commercial. 4= liked it, 1 = disliked it
Commercial 1 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
Commercial 2 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
Commercial 3 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
Commercial 4 Â Â Â 4 Â Â Â 3 Â Â Â 2 Â Â Â 1
3. What do you remember about Commercial 3? Â