Transcript Evaluation and control

LECTURE 10
MAMURJON
RAHIMOV
UUOOI.ORG
WIUT.UZ
Evaluation and control
I know that half of the money
I spend on advertising is wasted,
the trouble is I don’t know which
half.
JOHN WANAMAKER
Difficulties in Evaluating
Advertising

Influence of other factors on behaviour
Difficulties in Evaluating
Advertising

Delayed impact of advertising
Difficulties in Evaluating
Advertising

Consumers change their mind in the store
Difficulties in Evaluating
Advertising

Goal of ad may be to build brand equity, not
increase sales so what you intend to measure is
important to clarify.
An IPA report stated that 23 per cent of
finance directors said that if business
costs were under pressure they would
cut marketing and advertising before
anything else.
Farrow, cited in Fill, 2006
Why to evaluate?
 Improved
decision making
Why to evaluate?
 Risk
reduction
Why to evaluate?
 An
improved campaign
Why to evaluate?
 Cost
savings
Why to evaluate?
 Improved
 Risk
 An
decision making
reduction
improved campaign
 Cost
savings
 Accumulated
wisdom
Roberto Goizueta speaks on the importance of ACCUMULATED WISDOM.
 None
of the currently available
evaluation procedures can be
considered as perfect measures.
However, it is far better to acknowledge
their imperfections and use them to the
best effect and gain insights rather then
not to evaluate at all.
 Reliance
on evaluation measures should
never be to the extent that they replace
executive judgement. They should aid it,
but not act as a substitute for it.
Pickton and Broderick, 2005
Each element within the marketing
communications mix can be evaluated in terms of:
Efficiency
–____________
Effectiveness
Economy
–__________
–____________
Message Evaluations
TWO BROAD CATEGORIES:

Message Evaluation Program
Message Evaluations
TWO BROAD CATEGORIES:

Message Evaluation Program

Evaluating Respondent Behaviours
Message Evaluations
TWO BROAD CATEGORIES:

Message Evaluation Program
considers:
 COGNITIVE:
Recall,
Recognition…(often both quantitative
and qualitative)
Message Evaluations
TWO BROAD CATEGORIES:

Message Evaluation Program
considers:
 COGNITIVE:
Recall,
Recognition…(often both quantitative
and qualitative)
 AFFECTIVE:
Peripheral cues such as
emotion, attitude…(typically
qualitative)
Message Evaluations
TWO BROAD CATEGORIES:

Message Evaluation Program
considers:
 COGNITIVE:
Recall,
Recognition…(often both quantitative
and qualitative)
 AFFECTIVE:
Peripheral cues such as
emotion, attitude…(typically
qualitative)

Evaluating Respondent Behaviours:
 Observing
and measuring visible
customer actions: store visits, inquiries,
purchases (typically quantitative)
Match Method with IMC
Objective

Conduct Pre and Post test analyses

Levels of Analysis:

Short-term outcomes (sales, redemption rates)
Match Method with IMC
Objective

Conduct Pre and Post test analyses

Levels of Analysis:

Short-term outcomes (sales, redemption rates)

Long-term results (brand awareness, loyalty and
equity)
Match Method with IMC
Objective

Conduct Pre and Post test analyses

Levels of Analysis:

Short-term outcomes (sales, redemption rates)

Long-term results (brand awareness, loyalty and
equity)

Product-specific awareness
Match Method with IMC
Objective

Conduct Pre and Post test analyses

Levels of Analysis:

Short-term outcomes (sales, redemption rates)

Long-term results (brand awareness, loyalty and
equity)

Product-specific awareness

Corporate Awareness
Match Method with IMC
Objective

Conduct Pre and Post test analyses

Levels of Analysis:

Short-term outcomes (sales, redemption rates)

Long-term results (brand awareness, loyalty and
equity)

Product-specific awareness

Corporate Awareness

Affective Responses (like/dislike)
LECTURE
10/PART 2
MAMURJON
RAHIMOV
UUOOI.ORG
WIUT.UZ
Evaluation and control
MESSAGE EVALUATIONS

Storyboarding to develop

Test in focus group

Market Test
MESSAGE EVALUATIONS Approaches

CONCEPT TESTING:
 Focus
on content of ad and impact
thereof on customer
 Usually

Focus Groups
COPY TESTING
 Used
when piece is near finished, prior
to production
 PORTFOLIO
 THEATRE
 Mall
TEST: display print ads
TEST: display TV ads
intercept technique (pre-test)
MESSAGE EVALUATIONS Approaches

RECALL tests:


What do you recall over a span of time as well as
information about the ad(s) that they remember

Day-after recall (DAR)

Unaided recall

Aided recall
RECOGNITION tests:

Give copy of ad and ask if they recognize or have
seen it before

Attitude and Opinion

Emotional Reaction

Physiological Arousal

Persuasion
Items Tested for Recall

Product name or brand

Firm name

Company location

Theme music

Spokesperson

Tag line

Incentive being offered

Product attributes

Primary selling point of communication piece
EVALUATION CRITERIA
Establish Quality Evaluation Criteria
such as PACT (positioning advertising copytesting)









Should be relevant to objectives being measured
Agreement on how the results will be used
Use multiple measures to evoke more precise
evaluations
Test should be based on some theory or model of
human behaviour
Consider multiple exposures
Validity necessitates that comparative tested ads
are in the same stage of their development process
Adequate Controls to prevent biases and external
factors
Samples must be “representative”
Tests should be Reliable and Valid (generalizable)
BEHAVIOURAL
EVALUATIONS

Sales and redemption rates

Test Markets

Purchase Simulation Tests
EVALUATING PR

Count clippings (hits) – clipping
services
Δ of company name count in
relation to news release activity

Calculate number of impressions
(hits) – subscriber count within
medium

Advertising equivalence technique
– find every place company name
mentioned in print and broadcast
media divided into the cost to
produce if it was planned advert.
EVALUATING THE OVERALL
IMC PROGRAM


Peter Drucker identified goals that define
overall well-being of a company:

Market Share

Level of Innovation

Productivity

Physical and Financial Resources

Profitability

Manager performance and development

Employee performance and attitudes

Social Responsibility
IF these goals are being reached, the
IMC plan is likely in good order.
Evaluation of sales promotions
 Pretesting
sales promotions with
consumers
 Pretesting
sales promotions in the
trade channels
 Posttesting
sales promotions
Evaluation of personal selling

Qualitative (subjective evaluations of salesperson’s attitude,
product knowledge, customer knowledge, appearance,
absenteeism, presentation skills)

Quantitative can vary from purely behaviour-based (control the
input e.g. how many calls were made) to purely outcome-based
(measure the output e.g. how many sales were generated)
control strategy.
Evaluation of PR

Input indicators – measure PR efforts (e.g.
number of news stories disseminated, trade
meetings organised, brochures sent etc.)

Output indicators – measure the result of PR
activity in terms of media coverage and
publicity (e.g. press space, TV time devoted to
the company, readership levels, etc.)

Achievement indicators – measure the extent
to which a pre-specified objective has been
met with a public of interest (e.g. the share of
target audience that has been reached,
changes in awareness and knowledge,
evolution of image etc.)
Evaluation of sponsorship
Exposure
Communications
Feedback
groups
results
from participating
Evaluation of integration
Degree of integration
Dimensions of integration
Very strong
dysfunction
Strong
Dysfunction
Weak
Dysfunction
Very
weak
dysfunction
Very
weak
synergy
Weak
synergy
Promotional mix
integration
x
x
Promotional mix with
marketing mix integration
Creative integration
x
Intra-organisational
integration
x
Information and database
system integration
x
x
Target audience integration
Geographical integration
Strong
synergy
x
Very
strong
synergy
Ethics in marketing
communications
What is ethics
ethics (noun)
the study of what is morally
right and what is not
(from Cambridge Advanced Learner's Dictionary)
Ethics
Some notion of
morality, of “right”
and “wrong”
Ethics… OK, but…

Who decides what is “right” and what is
“wrong”?

Is there an absolute “truth”?

Or is it a process of negotiation?

Is it “culturally specific”?

Are there any basic principles?
What might be some unethical
marketing practices?
“Getting people to buy
or want things they
don’t really need”
…some products that are
harmful to the people that
buy them

Tobacco

Drugs

Alcohol

Sweets/sugary foods/Chocolates

Fatty food

Gambling
May 31 - World No Tobacco Day
What might be some
unethical marketing
practices?
“Selling products in a
way that may be
hurtful or offensive to
some people”
Banned ads in the USA
Carl's Jr. Super Bowl Ad Cooks
Up Controversy
Thank you for your attention!
You may send your questions
and comments to
[email protected]
Reading

Pickton, D. and Broderick, A. (2005) Integrated
Marketing Communications Prentice Hal, chapter
23

De Pelsmacker, P. Geuens, M., and Van Den
Bergh ,J. (2004) Marketing Communications,
Prentice Hall, London, in selected chapters about
MC tools

Fill, C. (2005) Marketing Communications Prentice
Hall, London, chapter 17