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Improving assessments of ad effectiveness by combining expert judgments
Adprin AuditTM
Ethical guidelines
Advertising education forum
US advertising and marketing laws
Improving assessments of ad effectiveness by combining expert judgments
Decisions about which ad to use are often based on an expert’s unaided judgments – or a committee's judgement about which ads from a set will be most effective. By “unaided,” we mean that the judgments are not aided by formal evidence-based forecasting procedures.
One of the most powerful findings from forecasting research is that combining independent anonymous forecasts improves accuracy (Armstrong 2001). Structured combining procedures are likely to improve decisions over which ad to run. The primary shortcomings of combining expert opinions are that the procedure provides no advice on how to improve ads and, most important, there is a weak relationship between consensus and effectiveness.
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Adprin AuditTM
The AdPrin AuditTM examines the extent to which a given advertisement follows the advertising principles. Its primary purpose is to determine the most effective ad among a set. To go one step further, it can determine how to improve each ad. Finally, it can help people learn how to improve ads.
The audit provides an effectiveness score, Armstrong’s Index, based on how well the principles are applied. This simple approach is in line with recent research on the use of the “index method” (see Armstrong and Graefe, 2010). The score's primary benefit is to compare ads for the same product, for example alternative ads for a given campaign or ads between competitors for the same product category and target market.
If you are new to the Adprin Audit, go to the Self-training module, directly below. Otherwise, go to Rate Ads.
Self-training module
It is easy to learn how to use the AdPrin Audit. The self-training module can be completed in approximately 1-2 hours. Afterwards, you will be able to start rating ads, and of course, your skill at rating ads will improve over time. With experience on a few ads, you should be able to rate a print ad in about half an hour. Times for TV ads ads are expected to vary substantially depending on their length. Short one can be done in about half an hour. Interactive Training Module Adprin Audit
Rate ads
There are separate audits for “Still” (print or internet) and “Motion” (radio, TV, and Internet) ads. Within each of these categories, we provide three different audits, depending on your needs. Each audit contains an instructions page, analytics for at least two ads, and lists of all relevant principles that were to be rated on the extent to which they are potentially relevant to the situation, applied well, violated, and ignored by the ads. Here are the Audit options:
Single Rater Rating Two Ads Once. If the purpose is to improve an ad, only rate Ad A. [More . . ] [More..] This is the most common use of the AdPrin Audit. This version contains a "Summary for Executive report" with appendices to guide your report, an option that will soon be added to the other versions.
Single Rater Rating Two Ads Twice. This is designed to test for the consistency of a given rater across ratings. [More . . ] [More..] For this audit, the single rater should rate ads A & B; then, a few days later, rate them again without seeing the original ratings. The final tab on the audit will tabulate a comparison that will show inconsistencies across the two ratings. The rater must then reconcile the differences (or average the ratings).
Multiple Rater Rating Two Ads Twice. This allows for the input of five raters rating two ads once. [More . . ] [More..] The final tabs (bottom of the spreadsheet) show comparisons across raters of each ad, and the last tab shows summary statistics of the five ratings. There are suggestions on how to combine the ratings.
Still Ads
Motion Ads
Report Writing
The report should provide specific operational changes that focus on the most important changes. Provide a reason why each change should be made, but speak softly and provide a two-sided approach. Avoid mentioning what was done poorly; simply focus on how the ad might be improved. Provide links to support each reason with original sources (That is, the original research papers) preferred. If possible, show what the ad might look like given the changes (cutouts are especially effective for still ads).
Use Adprin Audit Report: Sample Format to structure your report. Use Checklist for Writing Management Reports and Oral Presentations: An Evidence-based Checklist.
Ethical guidelines
Consider the following procedures early in the development of the ad, say at the storybook phase:
Techniques for Avoiding Legal/Ethical Problems
- Use an independent review board to evaluate whether ads violate good taste. These boards could be internal to the agency or include representatives of key interest groups, such as customers of the brand in question.
- Conduct copy-testing. This is likely to be less costly than producing the ad and spending money for placement only to find that the ad offends people and generates bad publicity.
- List the interest groups that might be affected and try to anticipate their reactions. Or, what is more effective, ask people to take on the roles of those in key interest groups and to express their opinions about the ad.
- Develop a code of ethics with respect to tastes and ask those who develop the ads to sign off on each ad.
Advertising education forum
The Advertising Education Forum focuses on advertising and children. It provides academic and scientific research, including documents published by government, regulators, academics, industry, consumer groups and advertising self-regulatory organizations.
US advertising and marketing laws
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