Monitor, evaluate and control IMC ProgramInnovatorsAbhijeet |Debasish |Phungshok |Pujarini| Shashank | Sourojit

Match Method with IMC Objective

Pre-testing Post-testing

Laboratory

On-air Tests

Dummy Ad Vehicles

Consumer Juries

Portfolio Tests

Physiological Measures

Theater Tests

Rough Tests

Concept Tests

Readability Tests

Comprehension and Reaction Tests

FieldRecall Tests

Inquiry Tests

Association Measures

Single-Source

Systems

Tracking Studies

Recognition Tests

Methods

▪ Levels of Analysis:▪ Short-term outcomes (sales, redemption rates)▪ Long-term results (brand awareness, loyalty and equity)▪ Product-specific awareness▪ Corporate Awareness▪ Affective Responses (like/dislike)

Message Evaluations

▪ Storyboarding to develop

▪ Test in focus group

▪ Market Test

Match Method with IMC Objective

MESSAGE EVALUATIONS - Approaches

▪ CONCEPT TESTING:▪ Focus on content of ad and impact thereof on

customer▪ Usually Focus Groups

▪ COPY TESTING▪ Used when piece is near finished, prior to production▪ PORTFOLIO TEST: display print ads▪ THEATRE TEST: display TV ads▪ Mall intercept technique (pre-test)

MESSAGE EVALUATIONS - Approaches

▪ RECALL tests:▪ What do you recall over a span of time as well as information

about the ad(s) that they remember▪ Day-after recall (DAR)▪ Unaided recall▪ Aided recall

▪ RECOGNITION tests:▪ Give copy of ad and ask if they recognize or have seen it before

▪ Attitude and Opinion▪ Emotional Reaction▪ Physiological Arousal▪ Persuasion

EVALUATION CRITERIA

Establish Quality Evaluation Criteriasuch as PACT (positioning advertising copy-testing)

▪ Should be relevant to objectives being measured

▪ Agreement on how the results will be used

▪ Use multiple measures to evoke more precise evaluations

▪ Test should be based on some theory or model of human behaviour

▪ Consider multiple exposures

▪ Validity necessitates that comparative tested ads are in the same stage of their development process

▪ Adequate Controls to prevent biases and external factors

▪ Samples must be “representative”

▪ Tests should be Reliable and Valid (generalizable)

BEHAVIOURAL EVALUATIONS

▪ Sales and redemption rates

▪ Test Markets

▪ Purchase Simulation Tests

EVALUATING PR

▪ Count clippings (hits) – clipping servicesΔ of company name count in relation to news release activity

▪ Calculate number of impressions (hits) – subscriber count within medium

▪ Advertising equivalence technique – find every place company name mentioned in print and broadcast media divided into the cost to produce if it was planned advert.

EVALUATING THE OVERALL IMC PROGRAM

▪ Peter Drucker identified goals that define overall well-being of a company:▪ Market Share▪ Level of Innovation▪ Productivity▪ Physical and Financial Resources▪ Profitability▪ Manager performance and development▪ Employee performance and attitudes▪ Social Responsibility

▪ If these goals are being reached, the IMC plan is likely in good order.

Thank You!