Evaluation of Effectiveness

1
Evaluation of Effectiveness

• Part 5 Integration and Evaluation
• Chapter 19

2
Chapter Outline

1. Chapter Key Points
2. Evaluating Effectiveness
3. Stages of Copy Testing
4. Media Evaluation
5. Campaign and IMC Evaluation

3
Key Points

• Demonstrate that you understand why and how
  advertising evaluation is conducted
• List and explain the stages of copy testing
• Identify the key areas of media evaluation
• Discuss how campaigns and IMC programs are
  evaluated

4
Evaluating 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

5
Stages of Copy TestingMessage Development
Research

• Message strategy
• Concept testing
• Pretesting
• Diagnostics

6
Stages of Copy TestingDuring Execution
Concurrent Testing

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

7
Stages of Copy TestingPosttesting After
Execution Research

• Memory tests
• Persuasion tests
• Likability tests
• Inquiry tests
• Scanner research
• Single-source research

8
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

9
Media Evaluation

• Evaluating audience exposure
• Advertising ROI and Media efficiency

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

10
Campaign and IMC EvaluationMarketing
Communication Evaluation

• Direct response
• Sales promotion
• Public relations

• Evaluate ads containing elements that can be
  returned by using direct-response counts

11
Campaign and IMC EvaluationMarketing
Communication Evaluation

• Direct response
• Sales promotion
• Public relations

• May be necessary to evaluate both trade and
  consumer promotions
• Payout plan
• Breakeven analysis

12
Campaign and IMC EvaluationMarketing
Communication Evaluation

• Direct response
• Sales promotion
• Public relations

• Examine the success of the program in getting the
  message out to the target in terms of output and
  outcomes

13
Campaign and IMC EvaluationIMC Consistency

• New discipline
• Can be evaluated using IMC audit
• Content analysis
• Mystery shopping
• Phantom phone calls

14
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

15
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

16
Campaign and IMC EvaluationSpecial Advertising
Situations

• Retail advertising
• B2B advertising
• International advertising

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