MKTG 303: Advertising and Promotion Evaluating an Integrated Marketing Program November 3, 2009 Zeynep Gürhan-Canlı

Evaluating Overall Health of a Company Market share Level of innovation Productivity Physical and financial resources Profitability Manager performance and attitude Employee performance and attitude Social responsibility

Evaluation of Promotions Message evaluations Respondent behavior evaluations

Message Evaluation Techniques Concept testing Copytesting Recall tests Recognition tests Attitude and opinion tests Emotional reaction tests Physiological tests Persuasion analysis

Concept Testing Prior to ad development Average cost of 30-second ad is $358,000 Focus groups Concept testing instruments Comprehension tests Reaction tests

Copytesting Finished or in final stages Methods Portfolio test Theater test Focus groups Mall intercept

Recall Tests Day-after-recall (DAR) Unaided recall Aided recall Incorrect answers Used primarily after ads launched

Items Tested for Recall Product name or brand Firm name Company location Theme music Spokesperson Tagline Incentive being offered Product attributes Marketing/advertising selling point

Recognition Tests Respondents shown piece Good for measuring Reaction Comprehension Likeability Often used with recall tests

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

Attitude and Opinion Tests Closed-ended questions Open-ended questions

Emotional Reaction Tests Affective advertisements. Used for material designed to impact emotions. Difficult to measure emotions with questions. Warmth monitor Emotional reaction tests are self-reported instruments.

Physiological Arousal Tests Fluctuations in a person’s body. Psychogalvonmenter – sweat Pupillometric test – pupils of eyes Psychophysiology – brain waves Cannot be faked easily

Persuasion Analysis Appraise persuasiveness of a marketing item. Requires a pre- and post-test.

Behavioral Measures Sales Response rates Redemption rates Test markets Purchase simulation tests

Sales and Response Rates UPC codes Scanner data Retailers Manufacturers Changes in sales

Evaluating Public Relations Number of clippings Number of impressions Advertising equivalence Comparison to PR objectives

Difficulties in Evaluating Advertising Influence of other factors. Delayed impact. Consumers change their minds at the store. Evoked set of consumers. Goal of ad may not be to increase sales or solicit a specific behavior.