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Part 5
Principles: IMC and Total Communication
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Why and how is marketing communication evaluation
conducted?
Can you list and explain the stages of message
evaluation?
What are the key areas of media evaluation?
How are IMC tools, campaigns, and programs
evaluated?
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What makes a marcom message effective?
Many executive believe advertising is only successful
if it produces sales.
Others believe advertising should emphasize longterm brand building.
If advertising delivers the desired communication
effects, but sales don’t increase, was the advertising
ineffective?
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Principle: “If you can’t measure it, you can’t
manage it.”
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Some evaluation is informal and based on the
judgment of experienced managers.
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Evaluation should be “planned in” to any campaign.
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Measurement tracks consumer responses with
structured feedback like response cards and calls.
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Formal evaluation is necessary.
◦ Financial stakes are high:
production of a :30 spot averages
$200,000; national media costs
several million.
◦ Advertising optimization: reducing
the risk failure through testing,
analyzing, tracking performance,
and making changes to increase
performance.
◦ Identify best practices: what works
and what doesn’t, so brand
advertising continues to improve.
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Testing is used to predict results.
Sample ads are tested before they run.
Monitoring is used to track performance.
Does anything need to be changed?
Measurement is used to evaluate the results.
The results, or actual effects, are measured after the
campaign runs.
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Developmental research
Pretesting to see if an idea will work, or another is better.
Concurrent research
Tracking studies and test marketing to see how the campaign is
unfolding and how messages and media are working.
Post-testing research
Comparing the impact of campaign after it’s over against a
benchmark, baseline, or other starting point.
Diagnostic research
Taking apart an ad to see what elements are working and which
aren’t; examining frame by frame or piece by piece.
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It’s difficult to measure advertising’s effect on sales.
◦ Other factors affect sales, such as pricing, distribution,
competition.
◦ Effects are delayed; it’s hard to link sales to advertising.|
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Communication effects an be measured as
surrogate measures for sales impact.
◦ Examples include awareness of the advertising, purchase
intention, preference, or liking.
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Good evaluation plans, as well as effective
promotional work, are guided by a model of how
people respond to advertising.
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(Facets of Effects Model here)
Good evaluation objectives are based on a model of human
responses to an advertisement that identifies key effects, as
noted here in the Facets of Effects Model.
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Companies conduct research and perform
diagnostic methods to identify an ad’s strong and
weak points:
◦ Ameritest: brand linkage, attention, motivation,
communication, flow of attention and emotion through the
commercial.
◦ COMSCORE ARSgroup: persuasion, brand/ad recall,
communication.
◦ IPSOS-ASI: recall, attention, brand linkage, persuasion,
(brand switch, purchase probability), communication.
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Testing companies…
◦ Mapes and Ross: brand preference change, ad/brand recall,
idea communication, key message delivery, like/dislike,
believability, comprehension, desire to take action, attribute
communication.
◦ Millward Brown: branding, enjoyment, involvement,
understanding, ad flow, brand integration, feelings to ad,
main stand-out idea, likes/dislikes, impressions,
persuasion, new news, believability, relevance
◦ RoperASW: overall reaction, strengths and weaknesses,
understanding, clutter-busting, attention, main message,
relevance, appeal, persuasiveness, purchase intent.
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Concept Testing
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Pretesting
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Diagnostics
Compares the effectiveness of various message strategies and
their creative ideas (the Big Idea).
Helps marketers make final go/no-go decisions about
finished/nearly finished ads using photoboards or animatics.
Designed to diagnose strengths and weaknesses of ideas to
improve work still in development, or to learn more in order to
improve subsequent advertisements.
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Coincidental Surveys
◦ In broadcast media, random calls to target market determine
station choices, ads they’ve seen/heard, brand perceptions.
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Tracking Studies
◦ Every 3 to 6 months, measure top-of-mind brand awareness.
◦ Brand tracking tracks the performance of the brand.
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Test Markets
◦ Evaluates product variations, campaign or media elements.
◦ Generally two or more markets with markets as controls.
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Breakthrough: Attention
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Engagement tests
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Understanding and comprehension tests
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Memory tests
Measures interest, enjoyability, liking.
Eye-tracking as readers scan ads.
Used to determine if consumers understood the message.
Recognition test, recall tests, unaided and aided recall.
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Brand linkage tests
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Emotion test
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Likability tests
A test of whether the brand is associated with a message in
memory.
Here, an fMRI measures brain activity.
Is the message relevant, important, enjoyable, entertaining,
fun?
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Persuasion tests
Intention to buy or
motivation is measured.
Inquiry tests
Measure the number of
responses to an ad.
Pacific Life uses an image of a
leaping whale to reflect its image
of a confident insurance
company.
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Many retail outlets use scanners to tally purchases
and collect consumer buying information.
Scanner research is also used to see what type of
sales spikes are crated when certain ads and
promotions are used in a given market.
Using single-source research, advertising and
brand purchase data come from the same
households, linking advertising to sales.
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Advertising has little chance to be effective if no one
sees it.
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Key media questions:
◦ Did the plan actually achieve reach and frequency objectives?
◦ Did the newspaper and magazine placements run in positions
expected and produce the intended GRP and CMP levels?
◦ Did the advertisers get what they paid for?
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Verifying audience measurement estimates is a
challenge.
Services including Experian Simmons, Arbitron,
MediaMark provide data.
Video recorders and DVRs raise new issues. What
do viewers see and remember as they skip through
commercials?
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Out-of-home media
For outdoor, traffic counts don’t equal exposure.
New media
For Web or Internet advertising, what is measured
and how does it compare to traditional media: hits,
click-throughs, minutes spent?
Alternative or guerilla marketing is even more
difficult to equate to traditional media.
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This outdoor board attracted attention because of its
interesting visual and its challenging idea. Research
based on traffic counts find it difficult to account for
the emotional impact of messages like these.
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Return on investment (ROI)
◦ This is hard to calculate because many factors affect sales.
◦ How do you determine whether you are over-advertising or
under-advertising?
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Wearout
◦ Here, recall stabilizes or declines and irritation increases until
there’s no or less response.
◦ This can be a combination of creative impact and media buying.
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Media optimization
◦ The goal is optimum media performance getting the most
impact for the investment.
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Evaluation is the final and, in some respects, the
most important step in an advertising campaign.
It determines whether the campaign met its
message and media objectives.
An IMC campaign is measured in terms of its
overall impact on the brand, but the pieces are still
evaluated to determine individual effectiveness.
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As this planning meeting
illustrates, evaluation must be
planned into the campaign
from the very beginning.
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Certain marketing
communication
functions such as public
relations and sales
promotion, do some
things better than other
areas.
An integrated plan uses
the best tools to
accomplish the desired
effect.
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Advertising
Advertising is particularly effective in accomplishing such
objectives as creating exposure, awareness, and brand image,
and delivering brand reminders.
Direct response
The objective is to generate an immediate behavior response
(transaction, buy).
Use toll-free numbers, mail-in coupons, Web site or email
address, an offer in the copy.
Response is easy to measure in terms of effectiveness and ROI.
◦ Total responses divided by total mailed = response per
thousand (RPM)
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Sales promotion
◦ It may be necessary to evaluate
both trade and consumer
promotions.
◦ Payout analysis compares the costs
of a promotion to the expected
sales.
◦ Breakeven analysis finds the point
at which the total cost of the
promotion exceeds the total
revenues.
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Public relations
◦ Evaluates success in getting out the message in terms of
output and outcomes.
◦ Output: materials produced and distributed; how many
press releases ran.
◦ Outcomes: acceptance and impact of materials; changes in
public opinion.
◦ Content analysis determines favorability of coverage.
◦ Public opinion studies ask whether attitudes, behaviors, or
knowledge have changed.
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Website evaluation
Performance indictors include:
 Traffic volume
◦ Page views
◦ Site visitors
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Click-through rates
◦ Ads are sold as pay-per click.
Cost per lead
◦ An attempt to measure ROI using a conversion rate, or
percentage of visitors who complete desired action.
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Retail advertising
 Objective: generate store traffic
◦ Simple counts of people at
promotions and events
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Objective: visibility
◦ Participation counts at events, or
“how-to” classes
◦ Sign-up and fill-out forms
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Objective: loyalty
◦ Participation in frequency clubs or
loyalty programs
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B2B marketing
 Objective: generate response/sales leads
◦ Lead count based on calls, emails, and cards returned to
the advertiser.
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Objective: conversion rates
◦ Count the number of leads who make a purchase.
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Nonprofit organizations
◦ Evaluation in this area is an emerging field.
◦ There are no standard guidelines here.
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International
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It is difficult to evaluate because of the number of markets,
distance, cost and variety of cultures.
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Evaluation should focus initially on pretesting to help head
off major problems due to unfamiliarity with:
◦ culture
◦ language
◦ consumer behavior
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Advertising has two types of effects:
◦ Instantaneous: the consumer responds
immediately.
◦ Carryover: delayed impact.
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Any evaluation of campaign effectiveness must
be able to track both types of effects over time.
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The synergy problem
 It’s difficult to evaluate and estimate the impact of
synergy.
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Brand tracking can measure campaign effectiveness
by adding and taking away ingredients, and
studying the effects of those changes.
As a class:
Review “A Principled Practice: Can a Broken Guitar Really Hurt
United?”
How might the message effects be measured in this case?
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Connecting the dots
The challenge is to look at the big picture rather
than individual pieces and parts.
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Start by defining the campaign objectives.
Next, adequately and realistically measure the
campaign’s performance against those
objectives.
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Bringing it all together
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Advertisers continue to search for evaluation methods that
bring all the individual metrics together to efficiently and
effectively evaluate and predict communication
effectiveness.
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The ultimate goal is to arrive at holistic, cross-functional
metrics that are relevant for integrated communication.
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Many pieces are still missing in the evaluation of
advertising, not to mention more complex IMC programs.
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“The Colorado Pass
Club Comes to Pass ”
Key lessons:
 All successful campaigns must be evaluated to
determine their success.
 This IMC program monitors all marketing
communication messages to evaluate their
effectiveness.
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As a class: What others can you think of?
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