Transcript Evaluating an Integrated Marketing Program.

Evaluating an Integrated
Marketing Program
CHAPTER 15
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
Message Evaluation Techniques
 Concept testing
 Copytesting
 Emotional reaction tests
 Cognitive Neuroscience
 On-line evaluation techniques
 Behavioural techniques
 Recall tests
 Recognition tests
Difficulties in Evaluating Advertising
 Influence of other factors on behaviour
 Delayed impact of advertising
 Consumers change their mind in the store
 Whether or not the brand is in evoked set
 Goal of ad may be to build brand equity, not increase
sales so what you intend to measure is important to
clarify.
Advertising Tracking Research
 Track ads after launch
 Nielsen IAG
 Millward Brown
 Monitors
 Brand performance
 Advertising effectiveness
 Specific time test
 Continuous tracking
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:
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Comprehension and readability tests
Reaction tests
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
 Can be 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
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 Support of copytesting
Issue of accountability http://www.youtube.com/watch?v=6aXN8qaxPek
 Majority support copytesting because clients want
support for ad decision
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FIGURE
15.2
Copytesting principles of Positioning Advertising
Copytesting (PACT)
 Testing procedure should be relevant to objectives.
 Researchers should agree on how the results will be used in
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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.
What’s Happening?
 http://www.tvb.ca/pages/BroccoliCase_htm
Emotional Reaction Tests
 Used for material designed to solicit emotions.
 Difficult to measure emotions with questions.
 Warmth Meters are usually used as am instrument
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
Cognitive Neuroscience
 Measures brainwave activity
 Better indicator of respondent’s true reaction
 Does not rely on self-reporting, like emotional
reaction tests
 Companies experimenting with neuroscience
EmSense, NeureoFocus, Sands Research
 Frito-Lay
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 Power of cognitive neuroscience
 Reveals physiological reactions
 Understand how information is being processed
Online Evaluation Metrics
 Click-throughs primary measurement
 Length of engagement
 Dwell time
 Redemption rates
 Response rates
 Sales
 Web chatter
FIGURE
15.4
Behavioural Measures
 Sales
 Redemption rates
 Response rates to offers
 Test markets
 Purchase Simulation tests
FIGURE
15.6
Responses to Marketing Messages that can be Tracked
 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:
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Advertisements (different versions in different markets)
Consumer and trade promotions
Pricing tactics
New products
 Cost effective method of evaluation prior to large-scale
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launch.
Resembles actual situation.
Design test market to model full marketing plan.
Length of test market is a concern.
Competitive actions must be considered
Purchase Simulation Tests
 Bias in purchase intention questions
 Simulated purchase tests
 Research Systems Corporation
 Does not rely on opinions and attitudes
Recall Tests
 Day-after recall (DAR)
 Unaided recall
 Aided recall
Factors affecting recall:
 Respondent’s age affects recall scores
 Medium used also plays a factor
Recall Tests - Items tested
 Product name or brand
 Firm name
 Company location
 Theme music
 Spokesperson
 Tagline
 Incentive being offered
 Product attributes
 Primary selling point of communication piece
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