Evaluation of Effectiveness. ADVERTISING IMPACT: DOES IT WORK? Evaluating Effectiveness Stages of Evaluation Measuring Responses.

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Presentation transcript:

Evaluation of Effectiveness

ADVERTISING IMPACT: DOES IT WORK? Evaluating Effectiveness Stages of Evaluation Measuring 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 Research During Execution: Concurrent Testing Post-Testing: After- Execution Research

Copytesting

Message Development Research Concept Testing Pretesting Diagnostics

Message Development Research Concept Testing Pretesting Diagnostics

Message Development Research Concept Testing Pretesting Diagnostics

Message Development Research Concept Testing Pretesting Diagnostics

During Execution: Concurrent Testing Coincidental Surveys Attitude Tests Tracking Studies Test Markets

Post-Testing: After-Execution Research AttentionEngagementComprehension MemoryBrand LinkageEmotions LikabilityPersuasionInquiry

Attention

Engagement

Comprehension

Memory

Brand Linkage

Emotion

Likability

Persuasion

Inquiry

Scanner Research

MEDIA EVALUATION Evaluating Audience Exposure ROI & Media Efficiency

Evaluating Audience Exposure Out-of-Home Media New Media

ROI & Media Efficiency Media Optimization Wearout

EVALUATING IMC TOOLS, CAMPAIGNS & PROGRAMS Marcom Tools Special Advertising Situations Campaign & Program Evaluation

Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

Special Advertising Situations

Campaign & Program Evaluation The Synergy Problem Connecting the Dots Bringing it all Together

Campaign & Program Evaluation The Synergy Problem Connecting the Dots Bringing it all Together

Campaign & Program Evaluation The Synergy Problem Connecting the Dots Bringing it all Together

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