1 / 38

Evaluation of Effectiveness

Evaluation of Effectiveness. ADVERTISING IMPACT: DOES IT WORK?. Evaluating Effectiveness Stages of Evaluation Measuring Responses. Evaluating Effectiveness. …If you can’t measure it, you can’t manage it. Types & Stages of Evaluation. Measuring Responses. WHAT IS MESSAGE EVALUATION?.

malise
Download Presentation

Evaluation of Effectiveness

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Evaluationof Effectiveness

  2. ADVERTISINGIMPACT: DOES IT WORK? Evaluating Effectiveness Stages of Evaluation Measuring Responses

  3. Evaluating Effectiveness …If you can’t measure it, you can’t manage it.

  4. Types & Stages of Evaluation

  5. Measuring Responses

  6. WHAT IS MESSAGE EVALUATION?

  7. Copytesting

  8. Message Development Research Concept Testing Pretesting Diagnostics

  9. Message Development Research Concept Testing Pretesting Diagnostics

  10. Message Development Research Concept Testing Pretesting Diagnostics

  11. Message Development Research Concept Testing Pretesting Diagnostics

  12. During Execution: Concurrent Testing Coincidental Surveys Attitude Tests Tracking Studies Test Markets

  13. Post-Testing: After-Execution Research

  14. Attention

  15. Engagement

  16. Comprehension

  17. Memory

  18. Brand Linkage

  19. Emotion

  20. Likability

  21. Persuasion

  22. Inquiry

  23. Scanner Research

  24. MEDIA EVALUATION Evaluating Audience Exposure ROI & Media Efficiency

  25. Evaluating Audience Exposure Out-of-Home Media New Media

  26. ROI & Media Efficiency Media Optimization Wearout

  27. EVALUATING IMC TOOLS, CAMPAIGNS & PROGRAMS Marcom Tools Special Advertising Situations Campaign & Program Evaluation

  28. Marcom Tools

  29. Marcom Tools

  30. Marcom Tools

  31. Marcom Tools

  32. Marcom Tools

  33. Marcom Tools

  34. Special Advertising Situations

  35. Campaign & Program Evaluation

  36. Campaign & Program Evaluation

  37. Campaign & Program Evaluation

More Related