Evaluating an Integrated Marketing Program.

Chapter 15

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What’s Happening? Sauna Commercial Grab attention right away!!!!! http://www.youtube.com/watch?v=FVpF3LMaer

Q Escalator Advertising:http://www.lolanewyork.com/articles/escalator-advertising--march-10

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

Concept testing Copytesting Readability tests Recall tests Recognition tests Inquiry tests Attitude and opinion tests Emotional reaction tests Physiological arousal tests Persuasion analysis

F I G U R E 1 5 . 1 & others

Message Evaluation Techniques

Concept Testing

Aimed at content of a marketing piece. What is evaluated?

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

Exercise 1- page 485 question 4

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 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 Majority support copytesting because

clients want support for ad decision

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.

F I G U R E 1 5 . 3Copytesting principles of Positioning Advertising Copytesting (PACT)

Product name or brand Firm name Company location Theme music Spokesperson Tagline Incentive being offered Product attributes Primary selling point of communication

piece

F I G U R E 1 5 . 2Recall Tests - Items tested

Recall Tests

Day-after recall (DAR) Unaided recall Aided recallFactors affecting recall: Respondent’s age affects recall

scores – Table 15.1, p.466. Medium used also play a factor

Sample Recall Test30-Second TV Advertisement for Pet Food

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Brand name Theme music Spokesperson Tagline Incentive ProductAttribute

Test Ad Competitor A Competitor B

Recall DecayMagazine Ad vs Television Ad

Source: Magazines Canada’s Research Archive

100% 100%

86%

65%75%

43%

0%

20%

40%

60%

80%

100%

DAR Two days later Eight days later

Magazine Television

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, individual ads, or campaigns.

Emotional Reaction Tests

Used for material designed to solicit emotions.

Difficult to measure emotions with questions.

Warmth Monitor Physiological arousal tests

Psychogalvanometer Pupillometric test Voice-pitch analysis

Sample Graph from a Warmth Meter30-Second TV Advertisement

Sample Ad RatingWarmth Meter

Start 10 seconds 20 seconds 30 seconds

Target Audience

Total Audience

Ad section that elicited negative emotions

Sales Redemption rates Test markets Purchase Simulation tests

F I G U R E 1 5 . 4

Behavioral Measures

Changes in sales Telephone inquiries. Response cards. Internet inquiries. Direct marketing responses. Redemption rate of sales promotion offers.

Coupons, premiums, contests, sweepstakes

F I G U R E 1 5 . 5

Responses to Marketing Messages that can be Tracked

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, GAP Changes in awareness, comprehension,

or attitude (organization, products, employees, etc.)