Transcript Evaluating an Integrated Marketing Program.

What’s Happening?

http://www.magazines.co.za/ratecards.html
 http://www.youtube.com/watch?v=EpW6PN7KvTU
 http://www.blinkx.com/watch-video/thornton-unveiledible-chocolate-billboard-in-coventgarden/zRWo9zP0nH3uB117rW9uUg
 http://www.telegraph.co.uk/finance/markets/2807493/C
hocolate-billboard-helps-Thorntons.html
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
FIGURE
1 5 . 1 + two
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
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
 Support of copytesting
 Issue of accountability http://www.youtube.com/watch?v=6aXN8qaxP
ek
 Majority support copytesting because clients
want support for ad decision
FIGURE
15.6
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
15.3
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.416.
 Medium used also plays 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, the individual
ad, the offering, or general campaign.
Emotional Reaction Tests
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Used for material designed to solicit emotions.
Difficult to measure emotions with questions.
Warmth Monitor
Physiological arousal tests
 Psychogalvanometer
 Pupillometric test
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
15.7
Behavioral Measures
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Sales
Redemption rates
Response rates to offers
Test markets
Purchase Simulation tests
FIGURE
15.9
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., BP, Toyota
 Changes in awareness, comprehension, or
attitude (organization, products, employees,
etc.)
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Difficulties in Evaluating
Advertising
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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.