MAR 4333521

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MAR 4333-521

• Promotion Management
• Public Relations(Finish)
• Promotional Program Effectiveness
• Rich Gonzalez University of South Florida
• Fall 2003Sarasota
• November 29, 2003

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URLs (used today)

• www.napster.comwww.itunes.comwww.musicmatch.com

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November 29, 2003--Agenda

• Chapter 17Public Relations Finish
• Quiz 5
• Presentations
• Chapter 19-Program Effectiveness
• For December 6
• Evaluations

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Chapters Covered on Exam 2

• Media--Chapter 10, 11, 12
• InternetChapter 15
• Sales PromoChapter 16
• Public RelationsChapter 17
• Measuring EffectivenessChap. 19
• Dropped from syllabusChapters 13, 21, 22

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For TodayNovember 29

• Chapter 19- Promotional Plan Effectiveness(IMC
  Perspective 19-1, ARF Awards)

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Ogilvy Awards 2002

• Exemplar Ads
• Robert Wood Johnson FoundationCovering Kids
• United States NavyAccelerate Your Life
• Kraft CheesePassion for Cheese

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For November 29

• Chapter 19- Promtional Plan Effectiveness(IMC
  Perspective 19-1, ARF Awards)

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Assignment PNew Product Promotion

• Stage II
• Investigate and Report
• Summary of Product/Service
• Summary of Promotion EffortsObjectives Target
  MarketUse of IMCMedia StrategyMedia Used
  Agency UsedBudget DescriptionSales Promotions

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Assignment PNew Product Promotion

• Stage III
• 10 Minute PresentationDescriptive
• Opinion/Analysis
• Performance of Promotional Efforts
• Prediction on Success of Product/Service

Due November 22
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Assignment PDeliverable

• Report
• Cover Sheet2 pagesBullets OKNarrative
  SummaryCopies for 13 Other Students
• Opinion/Analysis
• Performance of Promotional Efforts
• Prediction on Success of Product/Service

Due November 22
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Quiz 5
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7 Presentations

• New Product Promotion Program Analysis

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Chapter 17 Just a Few Slides
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The Role of Public Relations

• To manage relationships with the public

General Public
Customers
Employees
CLIENT
Suppliers
Stockholders
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Public Relations Management Process

• Determination and evaluation of public attitudes
• Identification of policies and procedures of an
  organization
• Development and execution of the program

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Marketing Public Relations (MPR) Functions

• Building marketplace excitement before media
  advertising breaks
• Creating advertising news where there is no
  product news
• Introducing a product with little or no
  advertising
• Providing a value-added customer service
• Building brand-to-customer bonds
• Influencing the influentials/opinion leaders
• Defending products at risk and giving customers a
  reason to buy

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Segway An Example of MPRs at Work
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The Process of Public Relations

• Determining and evaluating public attitudes
• Establishing a PR plan
• Developing and executing the PR program

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Research on Public Attitudes

• Provides input for the planning process
• Serves as an early warning system
• Secures internal cooperation, support
• Increases communications effectiveness

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Public Relations Audiences

• Employees of the firm
• Stockholders and investors
• Community members
• Suppliers and customers
• The media
• Educators
• Civic and business organizations
• Governments
• Financial groups

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Public Relations Tools

• Press releases
• Press conferences
• Exclusives
• Interviews
• Community involvement
• The internet

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Example of a Press Release
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Reebok Used a Press Conference to Announce the
Sponsorship of Shakira
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Advantages of Public Relations

• Credibility
• Cost
• Avoidance of clutter
• Lead generation
• Selectivity
• Image building

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Publicity Vehicles
Feature Articles
Special Events
Captioned Photos
News Releases
Press Conferences
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Advertising Versus Publicity
Advertising
Publicity
Factor
Great
Little
Control
Lower
Higher
Credibility
Achievable
Undetermined
Reach
Undetermined
Schedulable
Frequency
Unspecified/Low
Cost
Specific/High
Low
High
Flexibility
Tentative
Specifiable
Timing
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Chapter 17 End
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Chapter 19 Begin
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Pros and Cons of Measuring Advertising
Effectiveness

• Reasons to Measure
• Ad Effectiveness
• Avoid costly mistakes
• Evaluate alternative strategies
• Increase efficiency of advertising in general

• Reasons Not to Measure Effectiveness
• Cost of measurement
• Problems with research
• Disagreement about what to test
• Objections of creative personnel
• Lack of time

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Testing Factors

• What to test
• Source factors
• Message variables
• Media strategies
• Budget decisions
• When to test
• Pre-testing
• Post-testing

• Where to test
• Laboratory tests
• Field tests
• How to test
• Testing guidelines
• Appropriate tests

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Testing Methods

• Pretesting
• Field Methods
• Dummy ad vehicles
• On-air tests
• Posttests
• Field Methods
• Recall tests
• Association measures
• Single-source systems
• Inquiry tests
• Recognition tests
• Tracking studies

• Pretesting
• Laboratory Methods
• Consumer juries
• Portfolio tests
• Physiological measures
• Theater tests
• Rough tests
• Concept tests
• Reliability tests
• Comprehension tests
• Reaction tests

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Positioning Advertising Copy (PACT) Testing
Principles

• 1. Provide measurements relevant to objectives
  of advertising
• 2. Require agreement on how results will be used
  before each test
• 3. Provide multiple measures (Single measures
  aren't adequate)
• 4. Be based on a model of human response to
  communications
• 5. Consider multiple versus single exposure to
  the stimulus
• 6. Require alternative executions to have the
  same degree of finish
• 7. Provide controls to avoid the biasing effects
  of exposure context
• 8. Take into account basic considerations of
  sample definition
• 9. Demonstrate reliability and validity

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Concept Testing

• Objective
• Explores consumers responses to various ad
  concepts as expressed in words, pictures, or
  symbols
• Method
• Alternative concepts are exposed to consumers who
  match the characteristics of the target audience
• Reactions and evaluations of each are sought
  through a variety of methods, including
• Focus groups
• Direct questioning
• Survey completion
• Sample sizes vary depending on the number of
  concepts to be presented at the consensus of
  responses
• Output
• Qualitative and/or quantitative data evaluating
  and comparing alternative concepts

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Focus Group Limitations

• The results are not quantifiable
• Sample sizes are too small to generalize to
  larger populations
• Group influences may bias participants responses
• One or two members of the group may steer the
  conversation or dominate the discussion
• Consumers become instant experts
• Members may not represent the target market
  (Participants may be a certain type of person)
• Results may be taken to be more representative
  and/or definitive than they really are

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Commercials can be tested in animatic form
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Consumer Juries

• Potential viewers (consumers) evaluate ads
• Viewers give their reactions and evaluation
• Viewers rate or rank order the multiple ads
• Ads are rated according to
• The order of merit method or
• The paired comparison method
• Juries typically have 50 to 100 participants
• An overall reaction to each ad is obtained
• A rank ordering of ads is also obtained

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Questions Asked in a Consumer Jury Test

• 1. Which of these ads would you most likely read
  if you saw it in a magazine?
• 2. Which of these headlines would interest you
  the most in reading the ad further?
• 3. Which ad convinces you most of the quality or
  superiority of the product?
• 4. Which layout do you think would be most
  effective in causing you to buy?
• 5. Which ad did you like best?
• 6. Which ad did you find most interesting?

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Pretesting Finished Ads

• Portfolio tests
• A laboratory method
• Includes test and control ads
• Portfolio test have problems
• Factors other than creativity and/or presentation
  may affect recall
• Recall may not be the best test
• Readability tests Flesch Formula
• Based on syllables per 100 words
• Other factors also considered
• Copy may be too mechanical
• No direct input from reader
• Dummy advertising vehicles

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Physiological Test Measures

• Pupil dilation
• Instrument pupilometer
• Dilation associated with action
• Constriction indicates disinterest

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Eye Movement Research

• Objective
• To track eye movements to determine . . .
• What readers read on print ads
• Where attention is focused in TV commercials
• Method
• Eye movements are tracked using . . .
• Fiber optics
• Digital data processing
• Advanced electronics
• Scan paths on
• Print ads and material
• Billboards
• Commercials
• Output
• Relationships among what is . . .
• Seen
• Recalled
• Comprehended

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Using EyeTracking to test ads
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Brain Wave Research

• The electroencephalograph (EEG)
• Alpha activity
• Degree of activation
• Alpha states associated with
• Inactivity
• Resting
• Sleeping
• Hemispheric lateralization
• Distinguishes between activity in the
• Left hemisphere of the brain
• Processes visual stimuli
• Right hemisphere of the brain
• Processes verbal stimuli

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Posttests of Print Ads

• Inquiry tests measure the effectiveness
• based on inquires generated from ads
• appearing in various print media

• Informal inquiry of customers, prospect
• Ads in successive issues, same medium
• Split-run tests, different ads, same medium
• Runs of same ad, different media

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Posttests of Print Ads

• Recognition tests (Starch Readership Report)
• Noted Score percentage of readers who remember
  seeing the ad
• Seen-associated score percentage of readers who
  recall seeing or reading any part of the ad
  identifying the brand
• Read-most score percentage who report reading at
  least half of copy portion of ad
• Purports to measure . . .
• Pulling power of elements of the ads
• Effectiveness of competitors ads
• Comparison of alternative executions of ads
• Readership score indications of involvement
• Critics identify potential problems . . .
• False claiming of recognition
• Interviewer sensitivities and biases

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Posttests of Broadcast Commercials

• Day after recall tests
• Diagnostic Tests
• Test marketing
• Single Source Tracking Studies