EVALUATING an INTEGRATED MARKETING Program

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EVALUATING an INTEGRATED MARKETING Program

• Chapter 16 with Duane Weaver

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Message Evaluations

• TWO BROAD CATEGORIES
• Message Evaluation Program considers
• COGNITIVE Recall, Recognition(often both
  quantitative and qualitative)
• AFFECTIVE Peripheral cues such as emotion,
  attitude(typically qualitative)
• Evaluating Respondent Behaviours
• Observing and measuring visible customer actions
  store visits, inquiries, purchases (typically
  quantitative)

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Match Method with IMC Objective

• Conduct Pre and Post test analyses
• 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)

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MESSAGE EVALUATIONS

• Storyboarding to develop
• Test in focus group
• Market Test

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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)

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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

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EVALUATION CRITERIA

• Establish Quality Evaluation Criteriasuch as
  PACT (positioning advertising copytesting)
• 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)

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BEHAVIOURAL EVALUATIONS

• Sales and redemption rates
• Test Markets
• Purchase Simulation Tests

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EVALUATING PR

• Count clippings (hits) clipping services? 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.

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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.

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Thank You!