■ Pizza Hut Pizza Hut levies a 4 percent advertising fee on its franchisees. It
spends half of its budget on national media and half on regional and local
media. Some national advertising is wasted because of low penetration in cer-
tain areas. Thus, even though Pizza Hut may have a 30 percent share of the
franchised pizza market nationally, this share may vary from 5 percent in
some cities to 70 percent in others. The franchisees in the higher market-
share cities want much more advertising money spent in their areas. But Pizza
Hut doesn’t have enough money to cover the whole nation by region. Na-
tional advertising offers efficiency but fails to address the different local sit-
uations effectively.EVALUATING ADVERTISING EFFECTIVENESS
Good planning and control of advertising depend on measures of advertising effec-
tiveness. Yet the amount of fundamental research on advertising effectiveness is ap-
pallingly small. According to Forrester, “probably no more than^1 ⁄ 5 of 1% of total
advertising expenditure is used to achieve an enduring understanding of how to spend
the other 99.8%.”^34
Most measurement of advertising effectiveness deals with specific ads and cam-
paigns. Most of the money is spent by agencies on pretesting ads, and much less is
spent on evaluating their effectiveness. A proposed campaign should be tested in one
or a few cities first and its impact evaluated before rolling it out nationally. One com-
pany tested its new campaign first in Phoenix. The campaign bombed, and the com-
pany saved all the money that it would have spent by going national.
Most advertisers try to measure the communication effect of an ad—that is, its
potential effect on awareness, knowledge, or preference. They would also like to mea-
sure the ad’s sales effect.Communication-Effect Research
Communication-effect researchseeks to determine whether an ad is communicating ef-
fectively. Called copy testing, it can be done before an ad is put into media and after
it is printed or broadcast.
There are three major methods of advertising pretesting. The direct rating method
asks consumers to rate alternative ads. These ratings are used to evaluate an ad’s at-
tention, read-through, cognitive, affective, and behavior strengths (Figure 5-13). Al-
though an imperfect measure of actual impact, a high rating indicates a potentially
more effective ad. Portfolio testsask consumers to view or listen to a portfolio of ad-
vertisements, taking as much time as they need. Consumers are then asked to recall
all the ads and their content, aided or unaided by the interviewer. Recall level indi-
cates an ad’s ability to stand out and to have its message understood and remem-
bered.Laboratory testsuse equipment to measure physiological reactions—heartbeat,part five
Managing and
Delivering Marketing(^594) Programs
(Attention) How well does the ad catch the reader's attention?
(Read-through) How well does the ad lead the reader to read further?
(Cognitive) How clear is the central message or benefit?
(Affective) How effective is the particular appeal?
(Behavior) How well does the ad suggest follow-through action?
020
Poor Ad Mediocre Ad Average Ad Good Ad Great Ad
40 60 80 100
(20)
(20)
(20)
(20)
(20)
Total
FIGURE 5-13
Simplified Rating Sheet for Ads