What’s Happening?

1. What’s Happening? • https://www.youtube.com/watch?v=_k0Xf25r-mY • http://www.youtube.com/watch?v=YaIRUesJ2Ug • http://www.youtube.com/watch?v=DKy4utFUN-k • https://www.youtube.com/watch?v=316AzLYfAzw#t=13

2. Chapter 13 Evaluating an Integrated Marketing Program

3. Matching Methods with IMC Objectives • Match objectives with evaluation tools • Before and after analyses • Levels of analyses • Short-term • Long-term • Product-specific • Corporate level • Affective, cognitive, or conative • Plan evaluation prior to campaign • Use multiple measures

4. What should specifically 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)

5. Evaluation Categories • Message evaluation techniques • Physical design of ads and marketing materials • Cognitive elements • Affective elements • Behaviouralintentions • Respondent behaviourevaluations • Conative elements • Measurable with numbers • Customer actions

6. Evaluation • Pretest measures • Concurrent measures • Post test measures

7. Concept Testing • Aimed at content of a marketing piece. • What is evaluated? • Verbal messages • Message and meaning • Translations for international copy • https://www.youtube.com/watch?v=yIutgtzwhAc • https://www.youtube.com/watch?v=1hYEKXE-4d0 • Product placement in ads/programming/movies • Value of a sales promotional efforts • Focus groups may be used • Concept testing instruments: • Comprehension and readability tests • Reaction tests

8. 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 • Can be mall intercept

9. 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 - http://www.youtube.com/watch?v=6aXN8qaxPek • Majority support copytesting because clients want support for ad decision

10. Types of Recall Tests • Day-after recall (DAR) • Unaided recall • Aided recall

11. F I G U R E 1 3 . 3 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

12. Factors Affecting Recall Scores • Attitude towards advertising • Prominence of brand name • Brand used by respondent • Institutional ads • Use or Familiarity of the brand to respondent • Respondent’s age

13. Sample Recall Test 30-Second TV Advertisement for Pet Food

14. Recall DecayMagazine Ad vs. Television Ad Source: Magazines Canada’s Research Archive

15. Sales and Response Rates • Measuring sales with UPC codes • Scanner data • Retailers • Manufacturers • A change in this measure could also be caused by other factors

16. F I G U R E 1 3 . 6 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

17. Difficulties in Evaluating Advertising • Influence of other factors on behaviour • Delayed impact of advertising • Consumers change their mind in the store • Whether or not the brand is in evoked set • Goal of ad may be to build brand equity, not increase sales so whatyou intend to measure is important to clarify.

18. Evaluating the IMC Program • Greater demand for accountability • ROI of advertising and marketing • Difficulties in measuring and defining ROI