What’s Happening?
• https://www.youtube.com/watch?v=_k0Xf25r-mY
• http://www.youtube.com/watch?v=YaIRUesJ2Ug
• http://www.youtube.com/watch?v=DKy4utFUN-k
• https://www.youtube.com/watch?v=316AzLYfAzw
#t=13
1
Chapter 13
Evaluating an Integrated Marketing Program
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
What should specifically 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 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
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 https://www.youtube.com/watch?v=yIutgtzwhAc
o https://www.youtube.com/watch?v=1hYEKXE-4d0
o Product placement in ads/programming/movies
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 http://www.youtube.com/watch?v=6aXN8qaxPek
o Majority support copytesting because clients want support for
ad decision
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
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
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
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.
Evaluating the IMC Program
o Greater demand for accountability
o ROI of advertising and marketing
o Difficulties in measuring and defining ROI