Exhibit 13.9 Selection of
measures relating to affinity. Scores for the two campaigns are based on the
top 2 box ratings by respondents.
As previously mentioned,
social analytics provides insights through viewer’s comments as well as count
of likes, shares and follows. This information, if forthcoming, may yield very useful insights
of how the ad appeals to viewers, and whether or not they like it.
In reality though, only a few remarkably good (or bad)
advertisements garner a sizeable number of social interactions.
A deeper, more rigorous understanding of likeability
along specific attributes can be gauged through conventional market research.
In conventional studies, the likeability of an ad is
usually measured in terms of rating on aspects such as enjoyable, entertaining,
fun, appealing, interesting as well as overall like/dislike. Often a selection
of questions is used, such as shown in Exhibit 13.9
where two ads are compared against a set of measures.
Overall liking is tracked both in absolute as
well as relative terms in the context of other brands in the category.
In-market tests also measure the level of advertising
fatigue, in terms of the proportion of respondents who claim they are getting
“fed-up with seeing” the ad.
Fatigue sets in over time, even for great advertisements.
Advertisers should consider withdrawing an ad, if 10% or more
respondents claim (i.e., agree or strongly agree) they are “getting fed-up with seeing
the ad”, and replace it with fresher content.
