Attitudinal or mental engagement is
tricky to evaluate because advertising works in many different ways and its
impact is both immediate and long lasting. The nature of a product, its
lifecycle, brand history, competitive environment and a host of other factors,
influence the goals and outcomes of advertising. It is important, therefore,
that due emphasis is given to stated objectives, while diagnosing the
effectiveness of a campaign.
To address these challenges, advertising research agencies
employ a broad range of evaluative and diagnostic components to test
advertising. The main evaluative components, which are relevant for both
copy testing and advertising tracking, are:
- Branded Memorability
- Persuasion
- Uniqueness
- Likeability
- Image and Symbolism
- Relationship and Involvement
- Emotion
- Communication
Ad diagnostics answers questions such as: Do consumers like
the ad? Does it speak to them personally? Will it increase their likelihood
to buy the brand? Does it reinforce their commitment? Does the advertising
and the brand stand out? Is it unique? Is the message getting through?
By employing these evaluative and diagnostic components,
advertising research agencies can provide a comprehensive assessment of the
effectiveness of a campaign, taking into account the unique context of the
product, brand, and market.
