Sponsor (Jan-Mar 1964)

AGENCIES Controlled sample tops Most admen consider controlled sampling of consumers the most promising method of evaluating advertising effectiveness. This preference came to light in the initial phase of a project being conducted by Roy Campbell, a doctorial candidate at Columbia University Graduate School of Business, with the cooperation of the Assn. of National Advertisers. Executive vice president and a member of the executive committee of Foote, Cone & Belding before retiring in 1958, Campbell is being backed by the ANA in his project because of his "exceptional qualifications and rare combination of business and academic experience." An opinion survey among 1,546 advertising and marketing executives of ANA member companies launched the project. Analysis of 872 responses indicated that 92% believe advertising effectiveness can be measured now, at least for some products under certain conditions, and 85% reported that their firms had attempted to measure advertising effectiveness. Of six methods described in the questionnaire, 85% favored the communications method as either "very promising" or "promising" for managerial decision making. Involved is the determination of differences in knowledge, attitude, and behavior between pre-and-postadvertising exposure, via two random samples, or split matched samples. The next most favored method was variation in advertising power, mentioned by 39% as promising. This involves changing dollar expenditures in groups of markets over a period of years and measuring changes in sales response against that variation. The operations research-statistical method, which evaluates the quantitative effects of advertising on the sale of produucts or profits by computerization, simulation, mathematical models, designed experiments interpreted by analysis of variance, scatter diagrams, or multiple correlation analysis, got a vote of confidence from .34% of the respondents. Post-publication method — comparison of differences in purchase rates between ad-readers and non ad-readers — was supported by 30%, and advertising-tosales ratio method, by 25%. The full-scale study will include the assembly and analysis of advertisers' case history data dealing with their efforts to evaluate the effectiveness of their advertising. The ultimate objective of the project, according to Campbell, "is to discover criteria for selecting appropriate measures of advertising effectiveness under varying conditions. The question to be answered is 'when to use which of the various measurement methods?' " IBA sets 14 to chair commercial categories The chairmen of 14 television commercial categories have been chosen for the fourth International Broadcasting Award's preliminary judging rounds. Appointed by IBA judging chairman Don Estey, these judges and their committees will help select the world's best xv finalists from 20 countries, entered in the Hollywood Advertising Club's 1963 commercials competition. The chairmen, and their categories, are: Peter Marriott, Desilu Ltd., London (five action over 60 seconds); Ken Bains, Jerry Fairbanks Productions; Dick Tschudiu, Filmways; and John T. Ross, Robert Lawrence Productions, Toronto (live action, 60 seconds); Fred Niles, Fred Niles Communication Centers (live action under 60 seconds); Gus JekyI, Film Fair (animation, 60 seconds or more ) ; Adrian Woolery, Playhouse Pictures (animation under 60 seconds ) ; Bob Drucker, Klaeger & Assoc, (combination ) ; Glenn Ransom, Grant Adv.. Mexico City, (stop motion); Deiii Craig, NBC Telesales (video tape); Earl Klein, Animation Inc. ( ID's ) ; Don Flagg, Don Flagg Films (local, one-market); Joe Swavely, Scree. i Gems (integrated); Wally Burr. Hanna-Barbera (humorous); Dick 42 SPONSOR/JANUARY 20, 1964