Chap19 IMC
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Transcript of Chap19 IMC
Measuring the Effectiveness of the
Promotional Program
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 19Advertising And Promotion, 6/E
- Belch
Group 8Integrated Marketing Communications
Aditya GSN Indrajit Bage N Krishna Chaitanya Neeraj Panghal Prateek Jaiswal Silpa Kamath
Chapter Objectives
1.To understand reasons for measuring promotional program effectiveness.
2. To know the various measures used in assessing promotional program effectiveness.
3. To evaluate alternative methods for measuring promotional program effectiveness.
4. To understand the requirements of proper effectiveness research
Pros and Cons of Measuring Effectiveness
Objections of creatives
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on what to test
Research problems
Cost of measurement
Determine if objectives are achieved
Time
Advantages Disadvantages
How to test• Testing guidelines• Appropriate tests
Measuring Advertising Effectiveness
When to test• Pretesting• Posttesting
Where to test• Laboratory tests• Field tests
What to test• Source factors• Message variables • Media strategies• Budget decisions
Pretesting Methods
On-air TestsDummy Ad VehiclesConsumer Juries
Portfolio TestsPhysiological Measures
Theater TestsRough Tests
Concept TestsReadability Tests
Comprehension and Reaction Tests
Laboratory Field
Posttesting Methods
Recall Tests
Inquiry Tests
Association Measures
Single-Source Systems
Tracking Studies
Recognition Tests
Methods
Positioning Advertising Copy Test (PACT)
1. Provide measurements relevant to objectives of advertising2. Require agreement on how results will be used3. Provide multiple measures 4. Be based on a model of human response to communications5. Consider multiple versus single exposure to the stimulus6. Require alternative executions to have same degree of finish7. Provide controls to avoid biasing effects of exposure context8. Take into account basic considerations of sample definition9. Demonstrate reliability and validity
Test Points
3.Finished art or commercial pretesting
1.Concept Testing
2.Rough Testing
4.Market testing (posttesting)
Occurs at Various Stages
Concept Testing
Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols
Objective
Alternatives are exposed to consumers who match the target audience
Reactions & evaluations sought through focus groups, direct questioning, surveys, etc.
Sample sizes depend on the number of concepts and the consensus of responses
Method
Qualitative and/or quantitative data evaluating and comparing alternative concepts
Output
Rough Art, Copy, and Commercial Testing
Number of ads that can be evaluated is limited
Preference for ad types may overshadow objectivity
Consumer may become a self-appointed expert
A halo effect is possible
Cost effectiveness
Endorsements by independent third parties
Achievement of credibility
Comprehension and Reaction Tests
Consumer Juries
Control
Advantages Disadvantages
Pretesting Finished Print Ads
Based on syllables per 100 words
Other factors also consideredReadability
Tests
A laboratory method
Includes test and control ads
Portfolio test have problems
Portfolio Tests
Distributed to random sample homes
Product interest may still bias results
Dummy Advertising
Vehicles
Pretesting Finished Broadcast Ads
Theater Tests
• Measures changes in product preferences
• May also measure . . .• Interest in and reaction
to the commercial• Reaction from an
adjective checklist• Recall of various
aspects included• Interest in the brand
presented• Continuous reactions
On-Air Tests
• Insertion in TV programs in specific markets
• Limitations are imposed by “day-after recall”
• Physiological Measures
Posttests of Broadcast Commercials
Test marketing
Day after recall tests
Persuasive measures
Diagnostics
Comprehensive measures
Single-source tracking
Tracking studies Testing
Essentials of Effective Testing
Use a consumer response model
Use pretests and posttests
Use multiple measures
Understand and implement
proper research
Establish communications
objectives Testing
Measuring Effectiveness of Other Programs
Shopping cart signage
Ski resort-based media
In-store radio and television
Other media
Non-traditional
media
Sales promotions
Sponsor-ships
Exposure methods
Tracking measures