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Campaign Evaluation: Part 1

Campaign Evaluation: Part 1. Measuring The Message. Objectives. By the conclusion of this lecture you will be able to Decide if, when, how, and what to evaluate in an advertising campaign Select the appropriate campaign evaluation sequence and method(s)

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Campaign Evaluation: Part 1

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  1. Campaign Evaluation:Part 1 Measuring The Message

  2. Objectives • By the conclusion of this lecture you will be able to • Decide if, when, how, and what to evaluate in an advertising campaign • Select the appropriate campaign evaluation sequence and method(s) • Discuss issues regarding evaluation and its application

  3. Evaluation: The Big Questions • If • When • What • And, if so, how

  4. Evaluation: Reasons Why Not • Cost • Research problems/issues • Lack of agreement on what to test • Objections from creatives • No time

  5. Evaluation: Reasons Why • Avoid costly mistakes • Evaluate alternative strategies/executions • Increase advertising efficiency

  6. Evaluation as a Part of a System • Once a system is built it can be fine tuned • Systems provide a benchmark for learning over time • Encourages a Holistic approach rather than a functional or piecemeal approach • A system can reside at the company or agency rather than with a 3rd party vendor

  7. When and What to Measure • When: • 4 stages when it is advisable • Concept Testing • The beginning of creative process • Copy Testing • Middle and end of the creative process • Concurrent Testing • While the advertising is running • Post testing • After the advertising has appeared

  8. When and What to Measure • What • Concept Testing • What to Test • Product concepts or names, • Ad or Campaign Concepts and themes, • Positioning, Slogans • Advertising claims • How to Test • Focus groups • Mall intercepts • One-on-one interviews

  9. When and What to Measure • Concept Testing • Testing techniques • Projective test • Laddering • Structured or semi-structured questionnaires • Attitude and Opinion scales • Paired comparison tests

  10. When and What to Measure • Product audits and scanner data (continued) • Estimate product usage by monitoring the flow of goods • Some by in-store audits • Many by capture of all UPC codes • Two systems are • SCANTRACK for food, groceries and general merchandise • PROCISION for health care and beauty aids manufacturers • Some of the information provided by Nielson • Sales figures for specific categories • Total US • Top 50 markets • Pricing – prices retailers charge for brands in the all-commodity volume category (ACV) • Distribution – How product is performing by retail account or type of store versus the market • Promotion – Information on the amount o merchandising support

  11. Objectives • Having completed this class you will be able to: • List the five types of TV Pre-testing formats • Identify the Major Agency consortium’s 9 PACT guidelines copy testing • Identify the types of concurrent testing • Define concurrent testing • Define post testing and the two types of effects most often tested for • Associate types of post test criteria with the two types of effects • Recall the companies and their types of post testing and what effect is considered the most valid criterion

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