What’s Happening? #t=13 #t=13 1

Chapter 13 Evaluating an Integrated Marketing Program

Matching Methods with IMC Objectives o Match objectives with evaluation tools o Before and after analyses o Levels of analyses o Short-term o Long-term o Product-specific o Corporate level o Affective, cognitive, or conative o Plan evaluation prior to campaign o Use multiple measures

What should specifically be evaluated? Short-term outcomes (sales, redemption rates) Long-term results (brand awareness, brand loyalty) Product specific awareness (new product or extension, company) Awareness of the overall company Affective responses (liking the company, and positive brand image)

Evaluation Categories o Message evaluation techniques o Physical design of ads and marketing materials o Cognitive elements o Affective elements o Behavioural intentions o Respondent behaviour evaluations o Conative elements o Measurable with numbers o Customer actions

Evaluation o Pretest measures o Concurrent measures o Post test measures

Concept Testing o Aimed at content of a marketing piece. o What is evaluated? o Verbal messages o Message and meaning o Translations for international copy o o o Product placement in ads/programming/movies o Value of a sales promotional efforts o Focus groups may be used o Concept testing instruments: o Comprehension and readability tests o Reaction tests

Copytesting o Used when marketing piece is finished or in final stages o Portfolio test – print communication o Theater test – television/mass media communication o Methods used: o Focus groups o Can be mall intercept

Copytesting o Criticisms of copytesting o Some agencies do not use them o Can stifle creativity o Focus groups may not be a good judge o Support of copytesting o Issue of accountability o Majority support copytesting because clients want support for ad decision

Types of Recall Tests o Day-after recall (DAR) o Unaided recall o Aided recall

o Product name or brand o Firm name o Company location o Theme music o Spokesperson o Tagline o Incentive being offered o Product attributes o Primary selling point of communication piece F I G U R E Recall Tests - Items tested

Factors Affecting Recall Scores o Attitude towards advertising o Prominence of brand name o Brand used by respondent o Institutional ads o Use or Familiarity of the brand to respondent o Respondent’s age

Sample Recall Test 30-Second TV Advertisement for Pet Food

Recall Decay Magazine Ad vs. Television Ad Source: Magazines Canada’s Research Archive

Sales and Response Rates o Measuring sales with UPC codes o Scanner data o Retailers o Manufacturers o A change in this measure could also be caused by other factors

o Changes in sales o Telephone inquiries. o Response cards. o Internet inquiries. o Direct marketing responses. o Redemption rate of sales promotion offers. o Coupons, premiums, contests, sweepstakes F I G U R E Responses to Marketing Messages that can be Tracked

Difficulties in Evaluating Advertising o Influence of other factors on behaviour o Delayed impact of advertising o Consumers change their mind in the store o Whether or not the brand is in evoked set o Goal of ad may be to build brand equity, not increase sales so what you intend to measure is important to clarify.

Evaluating the IMC Program o Greater demand for accountability o ROI of advertising and marketing o Difficulties in measuring and defining ROI