Evaluating an Integrated Marketing Program. Chapter 15

What’s Happening? http://www.thecoolhunter.net/ads/

What’s Happening? Sauna Commercial Grab attention right away!!!!! http://www.youtube.com/watch?v=FVpF3LMaerQ Escalator Advertising: http://www.lolanewyork.com/articles/escalator-advertising--march-10

What should 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 Pretest measures Concurrent measures Post test measures

F I G U R E 1 5 . 1 & others Concept testing Copytesting Message Evaluation Techniques Concept testing Copytesting Readability tests Recall tests Recognition tests Inquiry tests Attitude and opinion tests Emotional reaction tests Physiological arousal tests Persuasion analysis

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

Exercise 1- page 485 question 4

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

Copytesting Copytesting can be used to determine if viewers comprehend this ad and what their reaction to it is.

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

F I G U R E 1 5 . 3 Copytesting principles of Positioning Advertising Copytesting (PACT) Testing procedure should be relevant to objectives. Researchers should agree on how the results will be used in advance. Multiple measures should be used. The test should be based on some model or theory of human response to communication. Testing procedure should allow for more than one exposure. In selecting alternate ads to include in the test, they should be at the same stage in the process as the test ad. The test should provide controls to avoid biases. Sample used for the test should be representative of the target sample. Testing procedure should demonstrate reliability and validity. Source: Based on PACT document published in the Journal of Marketing, (1982) ,Vol. 11, No. 4, pp. 4-29.

F I G U R E 1 5 . 2 Product name or brand Firm name Company location Recall Tests - Items tested Product name or brand Firm name Company location Theme music Spokesperson Tagline Incentive being offered Product attributes Primary selling point of communication piece

Recall Tests Day-after recall (DAR) Unaided recall Aided recall Factors affecting recall: Respondent’s age affects recall scores – Table 15.1, p.466. Medium used also play a factor

Sample Recall Test 30-Second TV Advertisement for Pet Food

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

Recognition Tests Respondents shown marketing piece and are asked if they recognize it (if they have seen it before, where, when, how many times, etc.). Good for measuring reaction, comprehension and likability. Often used with recall tests, but different then recall tests

Inquiry Tests When an advertiser runs a certain amount of ads and offers some inducement to reply to them in order to check media, individual ads, or campaigns.

Emotional Reaction Tests Used for material designed to solicit emotions. Difficult to measure emotions with questions. Warmth Monitor Physiological arousal tests Psychogalvanometer Pupillometric test Voice-pitch analysis

Sample Graph from a Warmth Meter 30-Second TV Advertisement Ad section that elicited negative emotions

Purchase Simulation tests F I G U R E 1 5 . 4 Behavioral Measures Sales Redemption rates Test markets Purchase Simulation tests

Direct marketing responses. Redemption rate of sales promotion offers. F I G U R E 1 5 . 5 Responses to Marketing Messages that can be Tracked Changes in sales Telephone inquiries. Response cards. Internet inquiries. Direct marketing responses. Redemption rate of sales promotion offers. Coupons, premiums, contests, sweepstakes

Test Markets Advertisements (different versions in different markets) Used to assess: Advertisements (different versions in different markets) Consumer and trade promotions Pricing tactics New products Cost effective method of evaluation prior to large-scale launch. Resembles actual situation. Design test market to model full marketing plan. Length of test market is a concern. Competitive actions must be considered

Evaluating Public Relations Number of clippings Number of exposures/impressions Advertising equivalence Comparison to PR objectives – good v. bad, i.e, GAP Changes in awareness, comprehension, or attitude (organization, products, employees, etc.)