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EVALUATING an INTEGRATED MARKETING Program

EVALUATING an INTEGRATED MARKETING Program. Chapter 16 with Duane Weaver. Message Evaluations. TWO BROAD CATEGORIES: Message Evaluation Program considers: COGNITIVE : Recall, Recognition…(often both quantitative and qualitative)

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EVALUATING an INTEGRATED MARKETING Program

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  1. EVALUATING an INTEGRATED MARKETING Program Chapter 16 with Duane Weaver

  2. Message Evaluations TWO BROAD CATEGORIES: • Message Evaluation Program considers: • COGNITIVE: Recall, Recognition…(often both quantitative and qualitative) • AFFECTIVE: Peripheral cues such as emotion, attitude…(typically qualitative) • Evaluating Respondent Behaviours: • Observing and measuring visible customer actions: store visits, inquiries, purchases (typically quantitative)

  3. Match Method with IMC Objective • Conduct Pre and Post test analyses • Levels of Analysis: • Short-term outcomes (sales, redemption rates) • Long-term results (brand awareness, loyalty and equity) • Product-specific awareness • Corporate Awareness • Affective Responses (like/dislike)

  4. MESSAGE EVALUATIONS • Storyboarding to develop • Test in focus group • Market Test

  5. MESSAGE EVALUATIONS - Approaches • CONCEPT TESTING: • Focus on content of ad and impact thereof on customer • Usually Focus Groups • COPY TESTING • Used when piece is near finished, prior to production • PORTFOLIO TEST: display print ads • THEATRE TEST: display TV ads • Mall intercept technique (pre-test)

  6. MESSAGE EVALUATIONS - Approaches • RECALL tests: • What do you recall over a span of time as well as information about the ad(s) that they remember • Day-after recall (DAR) • Unaided recall • Aided recall • RECOGNITION tests: • Give copy of ad and ask if they recognize or have seen it before • Attitude and Opinion • Emotional Reaction • Physiological Arousal • Persuasion

  7. EVALUATION CRITERIA Establish Quality Evaluation Criteriasuch as PACT (positioning advertising copytesting) • Should be relevant to objectives being measured • Agreement on how the results will be used • Use multiple measures to evoke more precise evaluations • Test should be based on some theory or model of human behaviour • Consider multiple exposures • Validity necessitates that comparative tested ads are in the same stage of their development process • Adequate Controls to prevent biases and external factors • Samples must be “representative” • Tests should be Reliable and Valid (generalizable)

  8. BEHAVIOURAL EVALUATIONS • Sales and redemption rates • Test Markets • Purchase Simulation Tests

  9. EVALUATING PR • Count clippings (hits) – clipping servicesΔ of company name count in relation to news release activity • Calculate number of impressions (hits) – subscriber count within medium • Advertising equivalence technique – find every place company name mentioned in print and broadcast media divided into the cost to produce if it was planned advert.

  10. EVALUATING THE OVERALL IMC PROGRAM • Peter Drucker identified goals that define overall well-being of a company: • Market Share • Level of Innovation • Productivity • Physical and Financial Resources • Profitability • Manager performance and development • Employee performance and attitudes • Social Responsibility • IF these goals are being reached, the IMC plan is likely in good order.

  11. Thank You!

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