Transcript Ch. 18 Measuring the Effectiveness of Promotional Programs

Ch. 19 Measuring the Effectiveness of
Promotional Programs
Reasons to Measure Effectiveness
 Avoiding costly mistakes
 Evaluating alternative strategies
 Increasing the efficiency of advertising in general
Reasons Not to Measure Effectiveness
 Cost
 Research problems
 Disagreement on what to test
 The objections of creative
 Time
Conducting Marketing Research to
Measure Effectiveness

What to Test
-- Communication factors
-- Behavioral factors

When to Test
Conducting Marketing Research to
Measure Effectiveness (cont.)

Where to Test

How to Test: Essentials of Effectiveness Testing
Conducting Marketing Research to
Measure Effectiveness (cont.)
Communication Factors
Focus groups
 Checklists
 Split-run
 Readability
 Recall
 Attitude

Physiological
 Direct mail
 Theater
 On-the-air
 Tracking
 Coincidental

Readership
 Recall
 Awareness
 Attitude


Pretests
Concurrent

Posttests
Behavior Factors
 Association
 Audience
assessment
Test marketing
 Single-source
Single-source
 Diaries
 Pantry checks

Single-source
 Split-cable
 Inquiry
 Sales counts
Measuring Effectiveness of Promotional
Program Elements

Perception Research
Services, Inc.

McCollum Spielman
Worldwide


Package design; out-of home
media; P-O-P displays; logos;
corporate identity
Impact of celebrity presenters

Competitive Media
Reporting

Business-to-business advertising;
media effects

The PreTesting
Company, Inc.

Package design; P-O-P displays;
billboards; direct mail

Gallup & Robinson
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
TransWestern
Publishing
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Radio advertising recall; trade
show exhibit measures
Telephone directory advertising
effectiveness