Transcript Chapter 13

Chapter 13
Evaluating an Integrated Marketing Program
Evaluation Categories
o Message evaluation techniques
o Physical design of ads and marketing materials
o Cognitive elements
o Affective elements
o Behavioural intentions
o Respondent behaviour evaluations
o Conative elements
o Measurable with numbers
o Customer actions
Matching Methods with IMC
Objectives
o Match objectives with evaluation tools
o Before and after analyses
o Levels of analyses
o Short-term
o Long-term
o Product-specific
o Corporate level
o Affective, cognitive, or conative
o Plan evaluation prior to campaign
o Use multiple measures
Evaluation
o Pretest measures
o Concurrent measures
o Post test measures
Concept Testing
o Aimed at content of a marketing piece.
o What is evaluated?
o Verbal messages
o Message and meaning
o Translations for international copy
o Product placement in ads
o Value of a sales promotional efforts
o Focus groups may be used
o Concept testing instruments:
o Comprehension and readability tests
o Reaction tests
Copytesting
o Used when marketing piece is finished or in final stages
o Portfolio test – print communication
o Theater test – television/mass media communication
o Methods used:
o Focus groups
o Can be mall intercept
Copytesting
o Criticisms of copytesting
o Some agencies do not use them
o Can stifle creativity
o Focus groups may not be a good judge
o Support of copytesting
o Issue of accountability
o Majority support copytesting because clients want support for
ad decision
Emotional Reaction Tests
o Used in conjunction with affective advertisements
o Used for material designed to solicit emotions
o Difficult to measure emotions with questions
o A warmth monitor is one method used to measure
emotions
o Emotional reaction tests are self-reported instruments
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
Physiological Arousal Tests
o Measure fluctuations in a person’s body
o There are three main types of physiological tests:
o Psychogalvanometer – sweat
o Pupillometric test – pupils of eyes
o Psychophysiology – brain waves and currents
o Cannot be faked easily
Purchase Simulation Tests
o Simulated purchase tests
o Research Systems Corporation is a leading marketing
research firm that specializes in this type of research
o Does not rely on opinions and attitudes
o Bias in purchase intention questions is an issue
Types of Recall Tests
o Day-after recall (DAR)
o Unaided recall
o Aided recall
FIGURE
13.3
Recall Tests - Items tested
o Product name or brand
o Firm name
o Company location
o Theme music
o Spokesperson
o Tagline
o Incentive being offered
o Product attributes
o Primary selling point of communication piece
What’s Happening?
• http://www.adweek.com/adfreak/idiotic-billboardcelebrating-women-shows-three-grinning-dudes-suits148373
• http://www.youtube.com/watch?v=uvypu0AHM8A&featu
re=youtu.be
• http://www.youtube.com/watch?v=85ubtVs5n6A&feature
=youtu.be
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Copyright 2013 Pearson Canada Inc.
Factors Affecting Recall Scores
o Attitude towards advertising
o Prominence of brand name
o Brand used by respondent
o Institutional ads
o Use or Familiarity of the brand to respondent
o Respondent’s age
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
o Respondents shown marketing piece and are asked if
they recognize it (if they have seen it before, where,
when, how many times, etc.).
o Good for measuring reaction, comprehension and
likability.
o Often used with recall tests, but different then recall
tests
Using celebrities such as
the Dixie Chicks increases
recall and recognition
through greater interest in
and liking of the ad.
Copyright 2013 Pearson Canada Inc.
Sales and Response Rates
o Measuring sales with UPC codes
o Scanner data
o Retailers
o Manufacturers
o A change in this measure could also be caused by other
factors
FIGURE
13.6
Responses to Marketing Messages that can be Tracked
o Changes in sales
o Telephone inquiries.
o Response cards.
o Internet inquiries.
o Direct marketing responses.
o Redemption rate of sales promotion offers.
o Coupons, premiums, contests, sweepstakes
Test Markets
o Used to assess:
o Advertisements (different versions in different markets)
o Consumer and trade promotions
o Pricing tactics
o New products
o Cost effective method of evaluation prior to large-scale launch –
e.g. Canadian Tire loyalty program.
o Resembles actual situation.
o Design test market to model full marketing plan.
o Length of test market is a concern.
o Competitive actions must be considered
FIGURE
13.7
Copytesting Principles of PACT
o
Testing procedure should be relevant to objectives.
o
Researchers should agree on how the results will be used in advance.
o
Multiple measures should be used.
o
The test should be based on some model or theory of human response to
communication.
o
Testing procedure should allow for more than one exposure.
o
In selecting alternate ads to include in the test, they should be at the same stage
in the process as the test ad.
o
The test should provide controls to avoid biases.
o
Sample used for the test should be representative of the target sample.
o
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.
Methods of Evaluating Public
Relations
• Number of clippings - http://www.universal-info.com/
• Clippings found compared to the number of news releases sent
out – e.g., 400 news releases, resulting in 84 clippings would
have a 21% return
• Number of impressions, based on the number of
views/subscribers of a broadcast medium.
• Adverting equivalence technique
• Comparison to public relations objections
• E.g., enhance firm image through a proactive strategy
• E.g., change firms image through a reactive strategy
Evaluating the IMC Program
o Greater demand for accountability
o ROI of advertising and marketing
o Difficulties in measuring and defining ROI
TAB LE
13.8
Definitions of ROI for Marketing
Definition of ROI
Percent Using
Incremental sales from marketing
66%
Changes in brand awareness
57%
Total sales revenue from marketing
55%
Changes in purchase intentions
55%
Changes in market share
49%
Ratio of advertising costs to sales
34%
Reach/frequency achieved
30%
Gross rating points delivered
25%
Post-buy analysis comparing the media plan to its delivery
21%
Source: Paul J. Cough, “Study: Marketers Struggle to Measure Effectiveness,” Shoot, Vol. 45, No. 29
(August 20, 2004), pp. 7-8.
Difficulties in Evaluating Advertising
o Influence of other factors on behaviour
o Delayed impact of advertising
o Consumers change their mind in the store
o Whether or not the brand is in evoked set
o Goal of ad may be to build brand equity, not increase
sales so what you intend to measure is important to
clarify.