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Assessing the Effectiveness of Persuasive Communications in Tourism

Assessing the Effectiveness of Persuasive Communications in Tourism. Chapter 46 Research Methodologies. What is Advertising Evaluation Research? . Can be defined in two ways:

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Assessing the Effectiveness of Persuasive Communications in Tourism

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  1. Assessing the Effectiveness of Persuasive Communications in Tourism Chapter 46 Research Methodologies

  2. What is Advertising Evaluation Research? • Can be defined in two ways: • Technical: Advertising evaluation research is that body of systematic, scientific procedures employed to isolate, define, measure, and understand, the relationship between advertising efforts and the influence of such advertising on the marketplace

  3. Cont… • Managerial: this type if research includes those procedures and techniques that may be employed to provide knowledge about the effect of advertising-which knowledge can be used by managers to make better decisions • It studies the changes I mind-set rather than actual sales performance

  4. Conversion studies: an exception • This exception involves direct response advertising wherein the intent is to stimulate prospects to request travel information by returning a coupon, calling an 800 number , etc, and upon receiving the request , material such as a lure piece or travel planner, are sent to the requestor, therefore it is possible to conduct a conversion study

  5. Cont… • However, there is a question in the validity of these conversion studies • The findings suggest that neither the number of requests nor the data on visits (conversions) are an accurate evaluation of advertising effectiveness.

  6. What does the Marketing Manager Need? • In order to fulfill the responsibilities to fund, commission, and use effectively the results of advertising evaluation research, the marketing manager needs answers to eight key questions which include:

  7. Cont… • What are the objectives of advertising? • When in relation to the advertising will the research occur? • What is being studied or measured? • What measurement methods will be employed? • Who is being included in the sample?

  8. Cont… • Will the assessment be made in a real-life situation or will it be in a laboratory setting? • Is the study Ad Hoc, or will some existing or omnibus technique be employed? • Are we keeping score or developing a game plan?

  9. Conclusion • One key to the successes of advertising evaluation research is the active involvement of the marketing manager in the evaluation process • There are many techniques that can be employed to assess the advertising effectiveness –each with its strengths and weaknesses

  10. Cont… • Done well, advertising evaluation research can offer continuing assistance in improving the performance of advertising

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