Evaluationof Effectiveness
ADVERTISING IMPACT: DOES IT WORK?Evaluating EffectivenessStages of EvaluationMeasuring Responses
Evaluating Effectiveness
…If you can’t measure it, you can’t manage it.
Types & Stages of Evaluation
Measuring Responses
WHAT IS MESSAGE EVALUATION?
Copytesting
Message Development ResearchConcept TestingPretestingDiagnostics
Message Development ResearchConcept TestingPretestingDiagnostics
Message Development ResearchConcept TestingPretestingDiagnostics
Message Development ResearchConcept TestingPretestingDiagnostics
During Execution: Concurrent Testing
Coincidental SurveysAttitude TestsTracking StudiesTest Markets
Post-Testing: After-Execution Research
Attention
Engagement
Comprehension
Memory
Brand Linkage
Emotion
Likability
Persuasion
Inquiry
Scanner Research
MEDIA EVALUATIONEvaluating Audience ExposureROI & Media Efficiency
Evaluating Audience Exposure
Out-of-Home MediaNew Media
ROI & Media EfficiencyMedia OptimizationWearout
EVALUATING IMC TOOLS, CAMPAIGNS & PROGRAMS
Marcom ToolsSpecial Advertising SituationsCampaign & Program Evaluation
Marcom Tools
Marcom Tools
Marcom Tools
Marcom Tools
Marcom Tools
Marcom Tools
Special Advertising Situations
Campaign & Program Evaluation
Campaign & Program Evaluation
Campaign & Program Evaluation