Download Evaluating an Integrated Marketing Program.

Evaluating an Integrated
Marketing Program.
Chapter 15
What’s Happening?
 http://www.thecoolhunter.net/ads/
What’s Happening?
 Sauna Commercial
 Grab attention right away!!!!!
 http://www.youtube.com/watch?v=FVpF3LMae
rQ
 Escalator Advertising:
http://www.lolanewyork.com/articles/escalatoradvertising--march-10
What should be evaluated?
 Short-term outcomes (sales, redemption rates)
 Long-term results (brand awareness, brand
loyalty)
 Product specific awareness (new product or
extension, company)
 Awareness of the overall company
 Affective responses (liking the company, and
positive brand image)
Evaluation
 Pretest measures
 Concurrent measures
 Post test measures
FIGURE
1 5 . 1 & others
Message Evaluation Techniques
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Concept testing
Copytesting
Readability tests
Recall tests
Recognition tests
Inquiry tests
Attitude and opinion tests
Emotional reaction tests
Physiological arousal tests
Persuasion analysis
Concept Testing
 Aimed at content of a marketing piece.
 What is evaluated?
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Verbal messages
Message and meaning
Translations for international copy
Product placement in ads
Value of a sales promotional efforts
 Focus groups may be used
 Concept testing instruments:
 Comprehension and readability tests
 Reaction tests
Exercise 1- page 485 question 4
Copytesting
 Used when marketing piece is finished
or in final stages
 Portfolio test – print communication
 Theater test – television/mass media
communication
 Methods used:
 Focus groups
 Mall intercept
Copytesting
Copytesting can be
used to determine if
viewers
comprehend this ad
and what their
reaction to it is.
Copytesting
 Criticisms of copytesting
 Some agencies do not use them
 Can stifle creativity
 Focus groups may not be a good
judge
 Support of copytesting
 Issue of accountability
 Majority support copytesting because
clients want support for ad decision
FIGURE
15.3
Copytesting principles of Positioning
Advertising Copytesting (PACT)
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Testing procedure should be relevant to objectives.
Researchers should agree on how the results will be used
in advance.
Multiple measures should be used.
The test should be based on some model or theory of
human response to communication.
Testing procedure should allow for more than one
exposure.
In selecting alternate ads to include in the test, they
should be at the same stage in the process as the test ad.
The test should provide controls to avoid biases.
Sample used for the test should be representative of the
target sample.
Testing procedure should demonstrate reliability and
validity.
Source: Based on PACT document published in the Journal of Marketing, (1982) ,Vol. 11, No. 4, pp. 4-29.
FIGURE
15.2
Recall Tests - Items tested
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Product name or brand
Firm name
Company location
Theme music
Spokesperson
Tagline
Incentive being offered
Product attributes
Primary selling point of communication
piece
Recall Tests
 Day-after recall (DAR)
 Unaided recall
 Aided recall
Factors affecting recall:
 Respondent’s age affects recall scores
– Table 15.1, p.466.
 Medium used also play a factor
Sample Recall Test
30-Second TV Advertisement for Pet
Food
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Brand name
Theme music
Spokesperson
Test Ad
Competitor A
Tagline
Competitor B
Incentive
Product
Attribute
Recall Decay
Magazine Ad vs Television Ad
100% 100%
86%
100%
75%
65%
80%
43%
60%
40%
20%
0%
DAR
Two days later
Magazine
Source: Magazines Canada’s Research Archive
Television
Eight days later
Recognition Tests
 Respondents shown marketing piece
and are asked if they recognize it (if
they have seen it before, where,
when, how many times, etc.).
 Good for measuring reaction,
comprehension and likability.
 Often used with recall tests, but
different then recall tests
Inquiry Tests
 When an advertiser runs a certain
amount of ads and offers some
inducement to reply to them in order
to check media, individual ads, or
campaigns.
Emotional Reaction Tests
 Used for material designed to solicit
emotions.
 Difficult to measure emotions with
questions.
 Warmth Monitor
 Physiological arousal tests
 Psychogalvanometer
 Pupillometric test
 Voice-pitch analysis
Sample Graph from a Warmth Meter
30-Second TV Advertisement
Sample Ad Rating
Warmth Meter
Ad section that elicited negative emotions
Target Audience
Total Audience
Start
10 seconds
20 seconds
30 seconds
FIGURE
15.4
Behavioral Measures
 Sales
 Redemption rates
 Test markets
 Purchase Simulation tests
FIGURE
15.5
Responses to Marketing Messages that can be Tracked
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Changes in sales
Telephone inquiries.
Response cards.
Internet inquiries.
Direct marketing responses.
Redemption rate of sales promotion offers.
 Coupons, premiums, contests, sweepstakes
Test Markets
 Used to assess:
 Advertisements (different versions in different
markets)
 Consumer and trade promotions
 Pricing tactics
 New products
 Cost effective method of evaluation prior to large-scale
launch.
 Resembles actual situation.
 Design test market to model full marketing plan.
 Length of test market is a concern.
 Competitive actions must be considered
Evaluating Public Relations
Number of clippings
Number of exposures/impressions
Advertising equivalence
Comparison to PR objectives – good v.
bad, i.e, GAP
 Changes in awareness, comprehension,
or attitude (organization, products,
employees, etc.)
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