Assessing the Effectiveness of Persuasive Communications in Tourism Chapter 46 Research Methodologies

What is Advertising Evaluation Research? Can be defined in two ways: Can be defined in two ways: Technical: Advertising evaluation research is that body of systematic, scientific procedures employed to isolate, define, measure, and understand, the relationship between advertising efforts and the influence of such advertising on the marketplace Technical: Advertising evaluation research is that body of systematic, scientific procedures employed to isolate, define, measure, and understand, the relationship between advertising efforts and the influence of such advertising on the marketplace

Cont… Managerial: this type if research includes those procedures and techniques that may be employed to provide knowledge about the effect of advertising-which knowledge can be used by managers to make better decisions Managerial: this type if research includes those procedures and techniques that may be employed to provide knowledge about the effect of advertising-which knowledge can be used by managers to make better decisions It studies the changes I mind-set rather than actual sales performance It studies the changes I mind-set rather than actual sales performance

Conversion studies: an exception This exception involves direct response advertising wherein the intent is to stimulate prospects to request travel information by returning a coupon, calling an 800 number, etc, and upon receiving the request, material such as a lure piece or travel planner, are sent to the requestor, therefore it is possible to conduct a conversion study This exception involves direct response advertising wherein the intent is to stimulate prospects to request travel information by returning a coupon, calling an 800 number, etc, and upon receiving the request, material such as a lure piece or travel planner, are sent to the requestor, therefore it is possible to conduct a conversion study

Cont… However, there is a question in the validity of these conversion studies However, there is a question in the validity of these conversion studies The findings suggest that neither the number of requests nor the data on visits (conversions) are an accurate evaluation of advertising effectiveness. The findings suggest that neither the number of requests nor the data on visits (conversions) are an accurate evaluation of advertising effectiveness.

What does the Marketing Manager Need? In order to fulfill the responsibilities to fund, commission, and use effectively the results of advertising evaluation research, the marketing manager needs answers to eight key questions which include: In order to fulfill the responsibilities to fund, commission, and use effectively the results of advertising evaluation research, the marketing manager needs answers to eight key questions which include:

Cont… What are the objectives of advertising? What are the objectives of advertising? When in relation to the advertising will the research occur? When in relation to the advertising will the research occur? What is being studied or measured? What is being studied or measured? What measurement methods will be employed? What measurement methods will be employed? Who is being included in the sample? Who is being included in the sample?

Cont… Will the assessment be made in a real-life situation or will it be in a laboratory setting? Will the assessment be made in a real-life situation or will it be in a laboratory setting? Is the study Ad Hoc, or will some existing or omnibus technique be employed? Is the study Ad Hoc, or will some existing or omnibus technique be employed? Are we keeping score or developing a game plan? Are we keeping score or developing a game plan?

Conclusion One key to the successes of advertising evaluation research is the active involvement of the marketing manager in the evaluation process One key to the successes of advertising evaluation research is the active involvement of the marketing manager in the evaluation process There are many techniques that can be employed to assess the advertising effectiveness –each with its strengths and weaknesses There are many techniques that can be employed to assess the advertising effectiveness –each with its strengths and weaknesses

Cont… Done well, advertising evaluation research can offer continuing assistance in improving the performance of advertising Done well, advertising evaluation research can offer continuing assistance in improving the performance of advertising