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Assessing the Effectiveness of
Persuasive Communications in
Tourism
Chapter 46
Research Methodologies
What is Advertising Evaluation
Research?

Can be defined in two ways:

Technical: Advertising evaluation
research is that body of
systematic, scientific procedures
employed to isolate, define,
measure, and understand, the
relationship between advertising
efforts and the influence of such
advertising on the marketplace
Cont…


Managerial: this type if research
includes those procedures and
techniques that may be employed to
provide knowledge about the effect of
advertising-which knowledge can be
used by managers to make better
decisions
It studies the changes I mind-set
rather than actual sales performance
Conversion studies: an
exception

This exception involves direct
response advertising wherein the
intent is to stimulate prospects to
request travel information by
returning a coupon, calling an 800
number , etc, and upon receiving the
request , material such as a lure
piece or travel planner, are sent to
the requestor, therefore it is possible
to conduct a conversion study
Cont…

However, there is a question in
the validity of these conversion
studies

The findings suggest that neither
the number of requests nor the
data on visits (conversions) are an
accurate evaluation of advertising
effectiveness.
What does the Marketing
Manager Need?

In order to fulfill the
responsibilities to fund,
commission, and use effectively
the results of advertising
evaluation research, the
marketing manager needs
answers to eight key questions
which include:
Cont…
What are the objectives of
advertising?
 When in relation to the advertising
will the research occur?
 What is being studied or
measured?
 What measurement methods will
be employed?
 Who is being included in the
sample?

Cont…
Will the assessment be made in a
real-life situation or will it be in a
laboratory setting?
 Is the study Ad Hoc, or will some
existing or omnibus technique be
employed?
 Are we keeping score or
developing a game plan?

Conclusion


One key to the successes of
advertising evaluation research is
the active involvement of the
marketing manager in the evaluation
process
There are many techniques that can
be employed to assess the
advertising effectiveness –each with
its strengths and weaknesses
Cont…

Done well, advertising
evaluation research can offer
continuing assistance in
improving the performance of
advertising