Chapter 19 Evaluating Effectiveness

1
Chapter 19Evaluating Effectiveness

• Types and stages
• Developmental research
• Concurrent research
• Posttesting research
• Diagnostic research

• Factors to be evaluated
• Communication effects
• Sales impact
• Copy-testing services
• Developed norms for product categories

2
Stages of Copy TestingMessage Development
Research

• Message strategy
• Informational, emotional, etc.
• Concept testing
• Key concept cards
• Pretesting
• Helps to make go/no-go decision, storyboards
• Diagnostics
• Moment-by-moment tests, picture sorts

3
Stages of Copy TestingDuring Execution
Concurrent Testing

• Coincidental surveys
• Tracking studies
• Attitude tests
• Wave analysis
• Consumer diaries
• Pantry checks
• Test marketing

4
Stages of Copy TestingPosttesting After
Execution Research

• Memory tests
• Recognition, recall, aided, unaided
• Persuasion tests
• Motivation tests (purchase intent)
• Likability tests
• Inquiry tests
• Scanner research
• Single-source research

5
Media Evaluation

• Evaluating audience exposure
• Advertising ROI and Media efficiency

• Check estimates in media plan against vehicle
  performance
• Critical evaluation is whether reach and
  frequency objectives were obtained

6
Media Evaluation

• Evaluating audience exposure
• Advertising ROI and Media efficiency

• Return on investment
• The cost of creating and running advertising vs.
  the revenue it generates
• Wearout
• Media optimization

7
Campaign and IMC EvaluationSpecial Advertising
Situations

• Retail advertising
• B2B advertising
• International advertising

• Generate store traffic
• Simple counts
• Visibility
• Participation counts
• Sign-up and fill-out forms
• Loyalty
• Participation counts

8
Campaign and IMC EvaluationSpecial Advertising
Situations

• Retail advertising
• B2B advertising
• International advertising

• Lead count based on calls, e-mails, and cards
  returned to the advertiser
• Conversion rates

9
Campaign and IMC EvaluationSpecial Advertising
Situations

• Retail advertising
• B2B advertising
• International advertising

• Evaluation should focus on pretesting
• Helps correct major problems before
  miscommunication