Download Ch 15

15-1
Chapter 15
Measuring the Effectiveness
of Brand Promotions
15-2
1. Discuss issues that shape the evaluation of brand promotion.
2. Describe how marketers measure the effectiveness of advertising.
3. Identify measures of effectiveness for Internet advertising, direct
marketing, sales promotion, point-of-purchase, sponsorships, public
relations, and corporate advertising.
4. Explain how sales managers evaluate salespeople and the personalselling effort.
5. Describe the process of evaluating the effectiveness of IMC campaigns.
15-3
Issues in Measuring Effectiveness
• First among the issues to consider when exploring the measurement of
promotion’s effectiveness is the scope of promotion research.
• Marketers must determine whether research meets the criteria of:
• reliability
• validity
• trustworthiness
• meaningfulness
• Research that is based on custom and history should be avoided.
• Account planning is a system used to analyze the research data for projects. It
differs from traditional promotion research in three ways:
• organization
• prominent role of research
• tendency towards qualitative and naturalistic research
15-4
Issues in Measuring Effectiveness, Continued
• Message evaluation is an attempt to gain some assurance that the promotional
message is doing essentially what it is supposed to do.
• Clients often want normative test scores, however this isn’t always the most
appropriate or effective way to evaluate a message. Often qualitative (rather than
quantitative) information is better suited to the task.
• Marketers must develop criteria to evaluate the research’s usefulness. These
criteria assess whether the message:
• imparts knowledge
• shapes attitudes
• attaches emotions
• legitimizes the brand (resonance testing)
15-5
Effectiveness of Advertisements
• The methods for evaluating the effectiveness of advertising generally take the form
of pretesting, pilot testing, and post-testing.
• Pretest evaluations are instituted before advertisements are placed and include:
• Communication tests
• Magazine dummies
• Theater tests
• Thought listings
• Attitude change studies
• Physiological measures (eye-tracking systems, psychogalvanometer, brain
wave tracking, voice response analysis)
• Pretest advantages include providing data before a campaign begins so
adjustments can be made and saving companies from running ineffective or
embarrassing ads. Disadvantages include feedback that fails to separate
responses to the ad from responses to the brand and feedback that tells only how
stimulating an ad is.
15-6
Effectiveness of Advertisements, Continued
• Pilot tests are instituted in the field and include:
• Split-cable transmission
• Split-run transmission
• Split-list experiments
• The advantage of pilot testing is the natural environment in which the testing takes
place. A disadvantage is that the environment cannot be controlled and competing
influences may distract subjects.
15-7
Effectiveness of Advertisements, Continued
• Post-testing assesses performance during or after the launch of an advertising
campaign. Techniques include:
• Recall testing
• Recognition testing
• Awareness and attitude tracking
• Behavior-based measures
• Advantages include the real-world setting. Disadvantages include expense, delay
of feedback, and inability to separate souces.
15-8
Identifying Measures of
Effectiveness
•
•
•
•
Internet advertising—hits, click-throughs, page views, visits, unique visitors
Web measurement tools—log analysis software
Direct marketing—inquiry/response measures
Sales promotions and point-of-purchase—Consumer sales: ballot method, sales
measures. Trade Sales: surveys, sales measures
• Sponsorship and supportive communications—probably shouldn’t be measured at
all, may be measured through event attendance or number of views if televised
• PR and corporate advertising—probably shouldn’t be measured, may be measured
through media counts and changes in awareness
15-9
Effectiveness of Personal Selling
• These measurements include both objective and subjective criteria.
• Results must be carefully viewed within the context of the overall sales picture and
consider both long- and short-term effects.
• Measuring the effectiveness of sales personnel is important for several reasons:
• salespeople need feedback so they can adjust future efforts
• management needs a basis on which to make annual salary and bonus
decisions
• provides a primary source for internal situation analysis
15-10
Effectiveness of the IMC Program
• One approach to measuring the effectiveness of the overall IMC program is to
measure each of the promotional tools used in a campaign as if it were
independent of the others. This fragmented approach fails to account for the
synergies that are the hallmark of IMC campaigns.
• A second approach is to use single-source tracking measures, which identify the
extent to which a sample of consumers has potentially been exposed to multiple
promotional messages.
• A third alternative proposed by practitioners suggests measuring media exposures,
product (brand) impressions, and personal contacts as a basis for determining the
overall effect of an IMC program.
• Measuring the interaction of all elements of the promotional mix elements is
extremely complicated and likely beyond the methodological tools available at this
time.