Download MKTG 3331 Chapter 15

Evaluating an Integrated
Marketing Program
Chapter 15
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15-1
Chapter Objectives
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Which items should be assessed when
evaluating an IMC program?
When are advertising messages evaluated?
How are evaluations of messages different
from measures of behavioral responses?
Why is it important to examine the quality of
public relations efforts?
What types of long-term variables or issues
should be evaluated when assessing an IMC
program?
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Advertising Evaluation
• Rocket analogy
• Decision Analyst
 CopyScreen
 CopyCheck
• Ad and marketing testing
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Chapter Overview
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Matching methods with objectives
Message evaluations
Evaluation criteria
Behavioral evaluations
Evaluating public relations
Evaluating the IMC program
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Evaluation Categories
• Message evaluations
 Physical design
 Cognitive elements
 Affective elements
• Respondent behavior evaluations
 Conative elements
 Measurable with numbers
 Customer actions
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Evaluation and IMC Objectives
• Match objectives
• Pre- and post-tests
• Levels of analysis
 Short-term
 Long-term
 Product-specific
 Corporate level
 Affective, cognitive, & conative
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Message Evaluation Techniques
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Concept testing
Copytesting
Recall tests
Recognition tests
Attitude and opinion tests
Emotional reaction tests
Physiological tests
Persuasion analysis
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Concept Testing
• Prior to ad development
• Average cost of 30-second ad is
$350,000
• Focus groups
• Concept testing instruments
 Comprehension tests
 Reaction tests
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Copytesting
• Finished or in final stages
• Methods
 Portfolio test
 Theater test
 Focus groups
 Mall intercept
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Copytesting
• Criticisms
 Some agencies do not use
 Stifles creativity
 Focus groups not a good judge
• Support
 Issue of accountability
 Majority support because
clients want support for
decision
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Recall Tests
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Day-after-recall (DAR)
Unaided recall
Aided recall
Incorrect answers
Used primarily after ads launched
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Items Tested for Recall
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Product name or brand
Firm name
Company location
Theme music
Spokesperson
Tagline
Incentive being offered
Product attributes
Marketing/advertising selling point
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Factors That Influence
Recall Test Scores
• Attitude towards advertising
• Prominence of brand name
 Brand used by respondent
 Institutional ads
• Respondent’s age
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Recognition Tests
• Respondents shown marketing piece
• Often used with recall tests
• Good for measuring
 Reaction
 Comprehension
 Likeability
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Recognition Tests
• Expression of person’s interest
 Ad liked  75%
 Ad interesting  50%
 Brand used  50%
• Affected by ad size, color, length
• Scores do not decline over time
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Attitude and Opinion Tests
• Used in conjunction with other tests
 Recall tests
 Recognition tests
• Closed-ended questions
• Open-ended questions
• Roper Starch  ADD+IMPACT
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Emotional Reaction Tests
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Affective advertisements.
Used for material designed to impact emotions.
Difficult to measure emotions with questions.
Warmth monitor
Emotional reaction tests are self-reported
instruments.
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Physiological Arousal Tests
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Fluctuations in a person’s body.
Psychogalvonmenter – sweat
Pupillometric test – pupils of eyes
Psychophysiology – brain waves
Cannot be faked easily
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Persuasion Analysis
• Appraise persuasiveness of a
marketing item.
• Requires a pre- and post-test.
• ASI Market Research studies
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Behavioral Measures
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Sales
Response rates
Redemption rates
Test markets
Purchase simulation tests
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Sales and Response Rates
• UPC codes
• Scanner data
 Retailers
 Manufacturers
• Changes in sales
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Difficulties in Evaluating
Advertising
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Influence of other factors on behavior
Delayed impact of advertising
Consumers change their mind in the store
Whether brand is in evoked set
Goal of ad may be to build brand equity, not
increase sales
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Tracking Marketing Messages
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Changes in sales
Telephone inquiries
Response cards
Internet inquiries
Direct marketing inquiries
Redemption rates of promotions
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Online Metrics
• Adknowledge
 MarketMatch Planner
• Campaign Manager
• Administrative Campaign Manager
• Audience demographics
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MediaMetrix – basic demographics
NetRatings – GRP and other rating instruments
SRI Consulting – Psychographic information
NetGuide – Web site ratings and descriptives
BPA Interactive – Web traffic audit data
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Test Markets
• Used to assess
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Advertisements
Consumer and trade promotions
Pricing tactics
New products
Evaluation prior to launch
Mimics reality
Design to model full marketing plan
Length of test market
Competitive actions
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Purchase Simulation Tests
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Bias in purchase intention questions
Simulated purchase situation
Research Systems Corporation
Does not rely on opinions or attitudes
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Evaluating Public Relations
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Number of clippings
Number of impressions
Advertising equivalence
Comparison to PR objectives
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Evaluating the IMC Program
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Greater demand for accountability
ROI of advertising and marketing
Difficult to measure ROI
Difficult to define ROI
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Evaluating Overall Health
of a Company
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Market share
Level of innovation
Productivity
Physical and financial resources
Profitability
Manager performance and attitude
Employee performance and attitude
Social responsibility
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International Implications
• Assessment of IMC Programs
 Domestic results
 Results in other countries
 Overall organization
• Individual ads and promotional programs
 Local culture
 Across national boundaries
 Multinational – regional offices
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