Capítulo 15 Clow y Baack

15 Chapter Fifteen

Evaluating an Integrated

Marketing Program

Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 15-1

Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall

Pretesting for Effectiveness

• Rocket analogy

• Decision Analyst

• http://www.decisionanalyst.com

• CopyScreen

• CopyCheck

• What are the pros and cons of testing ads and marketing communication pieces at various stages of development?

15

15-2

http://www.decisionanalyst.com/


Chapter Overview

• Matching methods with objectives

• Message evaluations

• Evaluation criteria

• Behavioral evaluations

• Evaluating public relations

• Evaluating the IMC program

Evaluating an Integrated

Marketing Program 15

15-3


Evaluation Categories

• Message evaluation techniques

• Physical design

• Cognitive elements

• Affective elements

• Respondent behavior evaluations

• Conative elements

• Measurable with numbers

• Customer actions

15-4


Evaluation and IMC Objectives

• Match objectives

• Pre- and posttest analysis

• Levels of analyses

• Short-term

• Long-term

• Product-specific

• Corporate level

• Affective, cognitive, or conative

15-5


F I G U R E 1 5 . 1 Message Evaluation Techniques

and When to Use Them

• Concept testing Prior to ad development

• Copytesting Final stages, or finished ad

• Recall tests Primarily after ad has been launched

• Recognition tests After ad has been launched

• Attitude and opinion tests Anytime during or after ad development

• Emotional reaction tests Anytime during or after ad development

• Physiological tests Anytime during or after ad development

• Persuasion analysis After ad has been launched

Message Evaluation Method When the Test Is Normally Used

15-6


Concept Testing • Prior to ad development

• Average cost 30-second TV ad $350,000

• Focus groups

• Concept testing instruments • Comprehension tests

• Reaction tests

15-7


AFLAC Concept Testing

15-8

Before launching the AFLAC duck advertising campaign, the agency

conducted concept tests to determine which idea was the best.

Click here to play clip

from AFLAC

aflac.mov


Copytesting • Used when marketing piece is finished

or in final stages

• Methods used

• Portfolio test

• Theater test

• Focus groups

• Mall intercept

15-9


Copytesting

Copytesting can be

used to determine if

viewers comprehend

this ad and what their

reaction to it is.

15-10


Copytesting

• Criticisms of copytesting

• Some agencies not using

• Stifles creativity

• Focus groups not good judge

• Support of copytesting

• Issue of accountability

• Majority support because clients want

support for ad decision

15-11


Recall

Tests

• Day-after recall (DAR)

• Unaided recall

• Aided recall

• Incorrect answers

• Use primarily after ads launched

15-12


• Product name or brand

• Firm name

• Company location

• Theme music

• Spokesperson

• Tagline

• Incentive being offered

• Product attributes

• Primary selling point of communication piece

F I G U R E 1 5 . 3

Items Tested for Recall

15-13


Recall Tests: Do Viewers Remember?

15-14


0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Brand name Theme music Spokesperson Tagline Incentive Product

Attribute

Test Ad Competitor A Competitor B

Sample DAR Test 30-Second TV Advertisement for Pet Food

15-15


Sample DAR Test 30-Second TV Advertisement for Pet Food

9.4%

16.3%

18.3%

24.6%

8.5%

14.6%

21.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Males Females Pet

Owners

Dog

Owners

Ages 18-

35

Ages 36-

50

Ages 51+

Overall Recall 12.9%

15-16


Recall Decay

Magazine Ad vs. Television Ad

Source: Magazines Canada’s Research Archive

100% 100%

86%

65%75%

43%

0%

20%

40%

60%

80%

100%

DAR Two days later Eight days later

Magazine Television

15-17


Recall Tests

• Attitude towards advertising

• Prominence of brand name

• Brand used by respondent

• Institutional ads

• Respondent’s age

Factors That Influence Scores

15-18


Recognition Tests

• Respondents shown marketing piece

• Often used with recall tests

• Good for measuring

• Reaction

• Comprehension

• Likeability

15-19


Recognition Tests

• Expression of person’s interest

• Ad liked + 75%

• Ad interesting + 50%

• Brand used + 50%

• Affected by ad size, color, length

• Scores do not decline over time

15-20


Recognition Tests

Can be used to measure

• Reaction

• Comprehension

• Likeability

15-21


Attitude and Opinion Tests

• Used in conjunction with other tests

• Recall tests

• Recognition tests

• Closed-ended questions

• Open-ended questions

• Roper Start ADD + IMPACT

15-22


Emotional Reaction Tests

• Affective advertisements

• Used for material designed to solicit emotions

• Difficult to measure emotions with questions

• Warmth monitor

• Emotional reaction tests are self-reported

instruments

15-23


Sample Graph from a Warmth Meter 30-Second TV Advertisement

Sample Ad RatingWarmth Meter

Start 10 seconds 20 seconds 30 seconds

Target Audience

Total Audience

Ad section that elicited negative emotions

15-24


Physiological Arousal Tests

• Measure fluctuations in a person’s body

• Psychogalvanometer – sweat

• Pupillometric test – pupils of eyes

• Psychophysiology – brain waves and

currents

• Cannot be faked easily

15-25


Persuasion Analysis

• Appraise persuasiveness of marketing item

• Requires pre- and posttests

• ASI Market Research studies

15-26


• Testing procedure should be relevant to objectives.

• Researchers should agree on how the results will be used in advance.

• Multiple measures should be used.

• The test should be based on some model or theory of human response to communication.

• Testing procedure should allow for more than one exposure.

• In selecting alternate ads to include in the test, they should be at the same stage in the process as the test ad.

• The test should provide controls to avoid biases.

• Sample used for the test should be representative of the target sample.

• Testing procedure should demonstrate reliability and validity.

Source: Based on PACT document published in the Journal of Marketing, (1982) ,Vol. 11, No. 4, pp. 4-29.

F I G U R E 1 5 . 6

Copytesting Principles of PACT

15-27


• Sales

• Response rates

• Redemption rates

• Test markets

• Purchase simulation tests

F I G U R E 1 5 . 7

Behavioral Measures

15-28


Sales and Response Rates

• Measuring sales with UPC codes

• Scanner data

• Retailers

• Manufacturers

• Sales changes can be caused by other factors

15-29


Difficulties in Evaluating

Advertising

• Influence of other factors on behavior

• Delayed impact of advertising

• Consumers change their mind in the store

• Whether brand is in evoked set

• Goal of ad may be to build brand equity,

not increase sales

15-30


• Changes in sales

• Telephone inquiries

• Response cards

• Internet inquiries

• Direct marketing responses

• Redemption rate of sales promotion offers

• Coupons, premiums, contests, sweepstakes

F I G U R E 1 5 . 9

Responses to Marketing Messages That Can Be Tracked

15-31


F I G U R E 1 5 . 10

Methods of Measuring Interactive Marketing

15-32

36.5%

51.0%

26.6%

41.1% 40.7%

12.2%

4.6%

24.7%

16.3%

44.5%

34.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Bra

nd aw

aren

ess

Clic

kthr

oughs

Cust

omer

kno

wle

dge

Sales

Lead

gen

eratio

n

Leng

th o

f enga

gement

Mar

gin

Impre

ssions

Rede

mpt

ion

rate

s

Resp

onse ra

tes

RO

I

Source: Adapted from Larry Jaffee, “Follow the Money,” Promo, Vol. 20, No. 11 (November 2007 Sourcebook), pp. 5-10.


Online Metrics • Adknowledge

• MarketMatch Planner • Campaign Manager

• Administrative Campaign Manager

• Audience demographics • MediaMetrix – basic demographics

• NetRatings – GRP and other rating instruments

• SRI Consulting – Psychographic information

• NetGuide – Web site ratings and descriptives

• BPA Interactive – Web traffic audit data

15-33


Test Markets • Used to assess:

• Advertisements

• Consumer and trade promotions

• Pricing tactics

• New products

• Cost-effective method of evaluation prior to launch

• Resembles actual situation

• Design test market to model full marketing plan

• Length of test market is a concern

• Competitive actions must be considered

15-34


Purchase Simulation Tests

• Bias in purchase intention questions

• Simulated purchase tests

• Research Systems Corporation

• Does not rely on opinions and attitudes

15-35


• Number of clippings

• Number of impressions

• Advertising equivalence technique

• Comparison to public relations objectives

F I G U R E 1 5 . 11

Evaluating Public Relations

15-36


Evaluating the IMC Program

• Greater demand for accountability

• ROI of advertising and marketing

• Difficult to measure ROI – 70%

• Difficult to define ROI – 70%

15-37


Source: Paul J. Cough, “Study: Marketers Struggle to Measure Effectiveness,” Shoot, Vol. 45, No. 29

(August 20, 2004), pp. 7-8.

T A B L E 1 5 . 2

Definitions of ROI for Marketing

Definition of ROI Percent Using

Incremental sales from marketing 66%

Changes in brand awareness 57%

Total sales revenue from marketing 55%

Changes in purchase intentions 55%

Changes in market share 49%

Ratio of advertising costs to sales 34%

Reach/frequency achieved 30%

Gross rating points delivered 25%

Post-buy analysis comparing the media plan to its delivery 21%

15-38


• Market share

• Level of innovation

• Productivity

• Physical and financial resources

• Profitability

• Manager performance and development

• Employee performance and attitudes

• Social responsibility

Source: Pete Drucker, Management: Tools, Responsibilities, Practices, New York: Harper and Row, 1974.

F I G U R E 1 5 . 12

Measures of Overall Health of a Company

15-39


International Implications

• Assessment of IMC Programs

• Domestic results

• Results in other countries

• Overall organization

• Individual ads and promotional programs

• Local culture

• Across national boundaries

• Multinational – regional offices

15-40

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