IMC Planning & Evaluation MKT 846 Professor West

Agenda Looking back… What do you need to know about your customers’ buying decision process? How can this information drive sales? Using the Eight Step Method Planning Process Revisit Levi Strauss The Role of Research in Planning

Four Paths … Cognitive processing: Think Feel Do Experiential processing: Emotional FeelDo Think Impulse DoFeel Think Habitual processing: DoThink Feel

The FCB Planning Grid ThinkingFeeling High Involvement 1. Informative (thinker) Investments, House, Appliances Think – Feel - Do Implications Test: Recall, Diagnostics Media: Long copy, reflective vehicles Execution: Information, Demonstration 2. Affective (feeling) Jewelry, Cosmetics, Apparel, Sports Car Feel – Do – Think Implications Test: Attitude Change, Arousal Media: Large space, Image specials Execution: Impact Low Involvement 3. Habit Formation (doer) Food, Household Items, Cleaners Do – Think – Feel Implications Test: Sales Media: Small spaces, 10 sec radio, POS Execution: Reminder 4. Self-Satisfaction (impulse) Cigarettes, Liquor, Candy, Magazines Do – Feel – Think Implications Test: Sales Media: Billboards, Newspaper, POS Execution: Attention getting

Eight Steps to IMC Planning: Step 1: Analyze SWOTs Step 2: Analyze targets and relationships Step 3: Determining Communication Objectives Step 4: Develop Strategies and Rationale

Eight Steps to IMC Planning: Step 5: Establish a Budget Step 6: Timing and Scheduling Step 7: Test Marketing of IMC Mixes Step 8: Evaluating Effectiveness

The Role of Research in Copy Testing Principle 1: Provide measurements that are relevant to the objectives of the advertising (i.e., reinforce perceptions, encourage trial, establish new uses, increase brand saliency, changing perceptions or imagery, announce new features and benefits) Principle 2: Consider how the copy test results will be used prior to testing using action standards Principle 3: Use of multiple measurements to accurately assess performance

The Role of Research in Copy Testing Principle 4: Based on a model of human behavior (i.e., incorporating attention, comprehension, and response). Principle 5: Consideration of exposure frequency and impact. Principle 6: Testing accuracy depends on how “finished” the copy is and requires alternative executions be tested.

The Role of Research in Copy Testing Principle 7: Controls for biasing effects of exposure context. Principle 8: Takes into account sample definition and representation. Principle 9: Exhibits both reliability and validity.

What Makes an Ad Effective?

Next Time… There will be no class on Monday due to the MLK holiday Your team situation analysis is due next Wednesday. Come prepared to make a brief presentation to the class and receive feedback