Measurement & Evaluation
Reasons for Measuring
Campaign Effectiveness
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To help all brand stakeholders understand
the link between marketing investment and
return on investment
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To evaluate alternative strategies
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To increase the efficiency and effectiveness
of the IMC campaign
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In the immediate short term or in the future
Something to Consider
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The discussion of “success” should largely
be a discussion of brand value and
increasing the brand’s valuation
Something to consider
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Recall criteria associated with “brand value”
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Brand awareness
Brand allegiance
Willingness to recommend the brand
Brand identification
Perception of quality
Acceptance of premium pricing
Trust in brand
Brand value (cont.)
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Empathy with the brand
Uniqueness
Buying intention
Where it begins

Evaluation begins with the marketing and
communication objectives in mind
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What
What
What
What
are
are
are
are
the
the
the
the
goals
goals
goals
goals
for
for
for
for
the brand?
the product?
targeting?
communication?
Marketing Evaluation
Considerations

Tracking studies
Sales
 Market penetration
 Gross margins
 Others
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Communication Evaluation
Considerations
Questions that could be asked:
Is the advertising working?
 Is the message compelling given the
target audience we’re trying to reach?
 Is the creative effective?
 Is the media strategy effective?
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Opportunities for
communication evaluation
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Concept testing
At the beginning of the creative process
 During strategy development/refinement
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Concept Testing Inquiries
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What attributes are most important?
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How do they resonate in terms of
benefits?
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To what extent are these benefits
functional versus emotional?
Opportunities for
communication evaluation
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Copy testing (Pre-testing)
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During creative development near the
finish of the process
Copy Testing Inquiries

What do we expect this advertisement to
do?
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What is our view of how advertising works?
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How do the advertising elements
enhance/detract from our communication
objectives/strategy?
When to Evaluate Campaign
Effectiveness
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Concurrent testing
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While the advertising is in the media
Post-testing
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After the advertising has appeared in the
media
Concurrent and Post-Testing
Inquiries
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How are/were the following affected
by our communications?
Buying behavior
 Purchase intent
 Attitude toward the brand
 Awareness of the brand
 Recall of the message/as
 Exposure to the ad (media)
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