Transcript DIRECT MARKETING and e

Chapter 15:
MEASURING THE
EFFECTIVENESS
of
PROMOTION and IMC
15.1
Issues in Measuring the Effectiveness or Promotion
and Integrated Marketing Communications (IMC)
DIFFERENCE BETWEEN MARKETING RESEARCH
& PROMOTION RESEARCH



Marketing Research
 Systematic Gathering, Recording Interpretation of Info Related
to All Marketing Mix Variables
Promotion Research
 Specialized Form of Marketing Research
 Focuses on Development and Performance of Promotional
Materials
Serious Issues in Judging Research
 Reliability
 Validity
 Trustworthiness
 Meaningfulness
15.2
Issues in Measuring the Effectiveness or Promotion
and Integrated Marketing Communications (IMC) (con’t)
ACCOUNT PLANNING vs. MEASURING EFFECTIVENESS
 Account Planning Contrasts Traditional Promo Research
 Planner Assigned to Work w/Account Exec on Client’s
Business
 Puts Research & Measurement in a Different More
Prominent Role
 Firms that Put More Emphasis on Account Planning :
 Do More Qualitative and Naturalistic Research
 Includes Use of Video, Audio Tapes and Photography to
Investigate Issues More Holistically
15.3
Issues in Measuring the Effectiveness or Promotion
and Integrated Marketing Communications (IMC) (con’t)
FUNDAMENTAL ISSUES IN MESSAGE EVALUATION
 Motives and Expectations
 Dimensions of Message Assessment: Factors that Get
Measured
 Impart Knowledge to Receivers
 Shape Attitudes
 Attach Feelings and Emotions
 Legitimize the Brand with Resonance Test
15.4
Measuring the Effectiveness of Advertising
PRETEST EVALUATIONS OF ADVERTISING EFFECTIVENESS







Communications Tests
Magazine Dummies
Theater Tests
Thought Listings
Attitude Change Studies
Physiological Measures
 Eye Tracking
 Psychogalvanometer
 Voice Response Analysis
Commercial Pretest Services
15.5
Measuring the Effectiveness of Advertising (con’t)
MARKETPLACE EVALUATION OF ADVERTISING:
PILOT TESTING
 Pilot Testing - Pursuing Message Evaluation with
Experimentation In The Marketplace
 Split-Cable Transmission
 Split-Run Distribution
 Split-List Experiment
15.6
Measuring the Effectiveness of Advertising (con’t)
MARKETPLACE EVALUATION OF ADVERTISING:
POST TESTING

Post Test Message Tracking
 Recall Testing
 Recognition Testing
 Awareness and Attitude Tracking
 Behavior-Based Evaluation
– Inquiry/Direct Response Measures
– Tracking Measures
 Commercial Services
15.7
The Problem with
Measurement:
How Many Ads Have
You Seen Featuring a
Kid and a Puppy?
15.8
Measuring the Effectiveness of Advertising (con’t)
FINAL THOUGHT ON MESSAGE TESTING

No Method is Perfect
 Challenges of Reliability, Validity,
Trustworthiness, and Meaningfulness
 Advertisers Think Consumers Anticipate New TV
Commercials Like an Anticipated Feature Film
15.9
Measuring the Effectiveness of Internet Advertising
WEB MEASUREMENT FACTORS

Hits
 Click-Through
 Pages
 Visits
 Users
15.9
There are Specialized Measures for
Researching Web Sites
Measuring the Effectiveness of Internet Advertising
(con’t)
WEB MEASUREMENT TOOLS
 Log Analysis Software - Tracks Users

Site Could Determine Which Page is
Popular and Expand on It

Track Behavior of People
 Reach

Sampling

Tracking Software

Data Projected to Universe of Users

Reach Figure
– Systematic Biases
– Some Have Problems Applying Reach
15.12
Measuring the Effectiveness of Internet Advertising
(con’t)
TECHNICAL ASPECTS OF THE INTERNET
MEASUREMENT PROCESS
THE CACHING COMPLICATION IN INTERNET
MEASUREMENT
INTERNET MEASUREMENTAND PAYMENT
15.13
Measuring the Effectiveness of
Direct Marketing and e-Commerce
THESE PROMOTION TOOLS ARE THE EASIEST
TO MEASURE
INDIRECT/DIRECT RESPONSE MEASURES
INQUIRIES AND SALES RESPONSES - MAY BE
PARTIONED BY GEODEOMGRAPHIC NATURE OF
RESPONDENTS
DATA-RICH DIRECT MARKETING AND
e-COMMERCE ALLOW FOR PROFITABILITY
ANALYSIS
15.14
Measuring the Effectiveness of Sales Promotion
PRE TESTING SALES PROMOTION WITH
CONSUMERS

Ballot Method
PRE TESTING SALES PROMOTION IN THE TRADE
CHANNEL
POST TESTING SALES PROMOTION
15.15
Measuring the Effectiveness of Sponsorship,
Point-of-Purchase, and Supportive Communications
SPONSORSHIP
 Number of People Attending is Easily Obtained
 Televised Gives proxy Measure of Exposure
 Research firms Offer Services to Calculate Efforts
POINT-OF-PURCHASE
 Changes in Sales is Legitimate and Appropriate
SUPPORTIVE COMMUNICATIONS
 Rely on Recall
 Difficult to Test Effectiveness of Some Supportive Tools
15.16
Measuring the Effectiveness of Public
Relations and Corporate Advertising
ONE ATTITUDE ABOUT MEASURING THE
EFFECTS IS THAT IT SHOULDN’T EVEN BE
TRIED
COUNT THE NUMBER OF MEDIA EXPOSURES
CREATED BY PR PROGRAM
MEASURE CHANGES IN AWARENESS OR
ATTITUDE
15.17
Why is the Effectiveness
of a Corporate Campaign
Difficult to Measure?
15.18
Measuring the Effectiveness of Salespeople
and the Personal Selling Effort
OBJECTIVE CRITERIA
 Total Dollar Volume of Sales - Judge Against Order Size &
Expenses
 Repeated Small Orders May Be a Great Cost to Firm
 Non-Selling Tasks May Be Critical to Long Range
Plans
 Subjective Criteria
 May be Difficult to Operationalize
 Management Must be Willing to be Flexible and Allow
Individual Styles to Manifest Themselves
 Criteria Relating to Team Relationships is a Difficult
One
15.19
Measuring the Effectiveness of the
Overall IMC Program
SINGLE SOURCE TRACKING MEASURES

Provides Info from Individual Households

Combines Grocery Store Info and Household Info
IDENTIFYING EXPOSURE TO AN IMC EFFORT

Media Exposure

Product (Brand) Impressions

Personal Contact
15.20