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In the focus group techniques the interviewed is in depth in an informal manner about specific advertisements. The views of the group member are analyzed to measure the possible effects of the ads. Focus group studies for rental of Cannes are highly unreliable as different groups or even individuals of one group may have different opinions. Such studies are often used for saving both time and money. But for final evaluation of ads, focus group results are not reliable and thus are not widely used.
In the end, it can be said that, while measuring effectiveness of advertisements is a high priority area for advertisers, no full-proof method has so far been devised. Tests that are fast and affordable have oblivious defects. The safer methods are time consuming, highly expensive and cannot be undertaken on a regular basis. Another big problem is the staunch opposition by the creative people in ad agencies towards such evaluative research.
However, while taking complex and hard decisions, evaluative research findings can provide effective guidance. Of course, the advertiser has to use these research findings rationally depending upon the situation. Then leave it to the ultimate judges- the customers. Because, an advertisement is not what the advertisers and ad agencies put into what the advertisers and ad agencies put into it, but is what the consumer think of it and how they act on it.
The vast amounts spent on advertisement necessitate systematic and objective inquiry into the role of advertising, its effectiveness and its overall contribution. This systematic and objective inquiry is called advertising research. It is also called evaluating research, advertising evaluation, or advertising effectiveness research. Whatever name it is given, advertising effectiveness research helps avoid costly mistake. It helps to predict the relative strengths of alternative strategies and to increase the efficiency of advertising in general.
Measuring advertising effectiveness in quantitative term is very difficult. The simplest reason being the workings of human brain cannot be quantified. Also advertising is neither the sole means of promotion, nor is it the only sole source of information and influence.
Evaluation research before the ads are placed in the media or pre-testing can assist in the development of more effective advertisements. The most important thing here is that mistakes or shortcomings can be found upon before media costs have been incurred. However, the actual conditions as such test are conducted under simulates situations and with a limited representative audience.
Accommodation in Cannes in conducted when the ads are placed in the media, concurrent testing, and evaluating ads after the campaign is over, post testing, and evaluating ads after the campaign is over, post testing are conducted in real situations and actual conditions. Both concurrent testing and post-testing are more expensive in terms of money and time spent than pre-testing. Also many advertisers prefer post-testing only.
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