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Evaluating an Integrated Marketing Program.
Chapter 15
What’s Happening? http://www.thecoolhunter.net/ads/
What’s Happening? Sauna Commercial Grab attention right away!!!!! http://www.youtube.com/watch?v=FVpF3LMaer
Q Escalator Advertising:http://www.lolanewyork.com/articles/escalator-advertising--march-10
What should be evaluated? Short-term outcomes (sales, redemption rates) Long-term results (brand awareness, brand
loyalty) Product specific awareness (new product or
extension, company) Awareness of the overall company Affective responses (liking the company, and
positive brand image)
Evaluation
Pretest measures Concurrent measures Post test measures
Concept testing Copytesting Readability tests Recall tests Recognition tests Inquiry tests Attitude and opinion tests Emotional reaction tests Physiological arousal tests Persuasion analysis
F I G U R E 1 5 . 1 & others
Message Evaluation Techniques
Concept Testing
Aimed at content of a marketing piece. What is evaluated?
Verbal messages Message and meaning Translations for international copy Product placement in ads Value of a sales promotional efforts
Focus groups may be used Concept testing instruments:
Comprehension and readability tests Reaction tests
Exercise 1- page 485 question 4
Copytesting
Used when marketing piece is finished or in final stages
Portfolio test – print communication Theater test – television/mass media
communication Methods used:
Focus groups Mall intercept
Copytesting
Copytesting can be used to determine if viewers comprehend this ad and what their reaction to it is.
Copytesting
Criticisms of copytesting Some agencies do not use them Can stifle creativity Focus groups may not be a good
judge Support of copytesting
Issue of accountability Majority support copytesting because
clients want support for ad decision
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 . 3Copytesting principles of Positioning Advertising Copytesting (PACT)
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 . 2Recall Tests - Items tested
Recall Tests
Day-after recall (DAR) Unaided recall Aided recallFactors affecting recall: Respondent’s age affects recall
scores – Table 15.1, p.466. Medium used also play a factor
Sample Recall Test30-Second TV Advertisement for Pet Food
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Brand name Theme music Spokesperson Tagline Incentive ProductAttribute
Test Ad Competitor A Competitor B
Recall DecayMagazine 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
Recognition Tests
Respondents shown marketing piece and are asked if they recognize it (if they have seen it before, where, when, how many times, etc.).
Good for measuring reaction, comprehension and likability.
Often used with recall tests, but different then recall tests
Inquiry Tests
When an advertiser runs a certain amount of ads and offers some inducement to reply to them in order to check media, individual ads, or campaigns.
Emotional Reaction Tests
Used for material designed to solicit emotions.
Difficult to measure emotions with questions.
Warmth Monitor Physiological arousal tests
Psychogalvanometer Pupillometric test Voice-pitch analysis
Sample Graph from a Warmth Meter30-Second TV Advertisement
Sample Ad RatingWarmth Meter
Start 10 seconds 20 seconds 30 seconds
Target Audience
Total Audience
Ad section that elicited negative emotions
Sales Redemption rates Test markets Purchase Simulation tests
F I G U R E 1 5 . 4
Behavioral Measures
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 . 5
Responses to Marketing Messages that can be Tracked
Test Markets
Used to assess: Advertisements (different versions in different
markets) Consumer and trade promotions Pricing tactics New products
Cost effective method of evaluation prior to large-scale launch.
Resembles actual situation. Design test market to model full marketing plan. Length of test market is a concern. Competitive actions must be considered
Evaluating Public Relations
Number of clippings Number of exposures/impressions Advertising equivalence Comparison to PR objectives – good v.
bad, i.e, GAP Changes in awareness, comprehension,
or attitude (organization, products, employees, etc.)