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Measurement & Evaluation

Measurement & Evaluation. Reasons for Measuring Campaign Effectiveness. To help all brand stakeholders understand the link between marketing investment and return on investment To evaluate alternative strategies To increase the efficiency and effectiveness of the IMC campaign

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Measurement & Evaluation

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  1. Measurement & Evaluation

  2. Reasons for Measuring Campaign Effectiveness • To help all brand stakeholders understand the link between marketing investment and return on investment • To evaluate alternative strategies • To increase the efficiency and effectiveness of the IMC campaign • In the immediate short term or in the future

  3. Something to Consider • The discussion of “success” should largely be a discussion of brand value and increasing the brand’s valuation

  4. Something to consider • Recall criteria associated with “brand value” • Brand awareness • Brand allegiance • Willingness to recommend the brand • Brand identification • Perception of quality • Acceptance of premium pricing • Trust in brand

  5. Brand value (cont.) • Empathy with the brand • Uniqueness • Buying intention

  6. Where it begins • Evaluation begins with the marketing and communication objectives in mind • What are the goals for the brand? • What are the goals for the product? • What are the goals for targeting? • What are the goals for communication?

  7. Marketing Evaluation Considerations • Tracking studies • Sales • Market penetration • Gross margins • Others

  8. Communication Evaluation Considerations Questions that could be asked: • Is the advertising working? • Is the message compelling given the target audience we’re trying to reach? • Is the creative effective? • Is the media strategy effective?

  9. Opportunities for communication evaluation • Concept testing • At the beginning of the creative process • During strategy development/refinement

  10. Concept Testing Inquiries • What attributes are most important? • How do they resonate in terms of benefits? • To what extent are these benefits functional versus emotional?

  11. Opportunities for communication evaluation • Copy testing (Pre-testing) • During creative development near the finish of the process

  12. Copy Testing Inquiries • What do we expect this advertisement to do? • What is our view of how advertising works? • How do the advertising elements enhance/detract from our communication objectives/strategy?

  13. When to Evaluate Campaign Effectiveness • Concurrent testing • While the advertising is in the media • Post-testing • After the advertising has appeared in the media

  14. Concurrent and Post-Testing Inquiries • How are/were the following affected by our communications? • Buying behavior • Purchase intent • Attitude toward the brand • Awareness of the brand • Recall of the message/as • Exposure to the ad (media)

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