Evaluating an Integrated Marketing Program.

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Evaluating an Integrated Marketing Program.

• Chapter 15

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Whats Happening?

• http//www.thecoolhunter.net/ads/

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Whats Happening?

• Sauna Commercial
• Grab attention right away!!!!!
• http//www.youtube.com/watch?vFVpF3LMaerQ
• Escalator Advertising
• http//www.lolanewyork.com/articles/escalator-adve
  rtising--march-10

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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)

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Evaluation

• Pretest measures
• Concurrent measures
• Post test measures

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F I G U R E 1 5 . 1 others
Message Evaluation Techniques

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

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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

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Exercise 1- page 485 question 4
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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

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Copytesting
Copytesting can be used to determine if viewers
comprehend this ad and what their reaction to it
is.
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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

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

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

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

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Recall Tests

• Day-after recall (DAR)
• Unaided recall
• Aided recall
• Factors affecting recall
• Respondents age affects recall scores Table
  15.1, p.466.
• Medium used also play a factor

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Sample Recall Test30-Second TV Advertisement for
Pet Food
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Recall DecayMagazine Ad vs Television Ad
Source Magazines Canadas Research Archive
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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

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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.

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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

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Sample Graph from a Warmth Meter30-Second TV
Advertisement
Ad section that elicited negative emotions
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F I G U R E 1 5 . 4
Behavioral Measures

• Sales
• Redemption rates
• Test markets
• Purchase Simulation tests

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F I G U R E 1 5 . 5
Responses to Marketing Messages that can be
Tracked

• Changes in sales
• Telephone inquiries.
• Response cards.
• Internet inquiries.
• Direct marketing responses.
• Redemption rate of sales promotion offers.
• Coupons, premiums, contests, sweepstakes

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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

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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.)