1. Evaluation of Effectiveness

2. ADVERTISING IMPACT: DOES IT WORK? Evaluating Effectiveness Stages of Evaluation Measuring Responses

3. Evaluating Effectiveness …If you can’t measure it, you can’t manage it.

4. Types & Stages of Evaluation

5. Measuring Responses

6. WHAT IS MESSAGE EVALUATION? Copytesting Message Development Research During Execution: Concurrent Testing Post-Testing: After- Execution Research

7. Copytesting

8. Message Development Research Concept Testing Pretesting Diagnostics

9. Message Development Research Concept Testing Pretesting Diagnostics

10. Message Development Research Concept Testing Pretesting Diagnostics

11. Message Development Research Concept Testing Pretesting Diagnostics

12. During Execution: Concurrent Testing Coincidental Surveys Attitude Tests Tracking Studies Test Markets

13. Post-Testing: After-Execution Research AttentionEngagementComprehension MemoryBrand LinkageEmotions LikabilityPersuasionInquiry

14. Attention

15. Engagement

16. Comprehension

17. Memory

18. Brand Linkage

19. Emotion

20. Likability

21. Persuasion

22. Inquiry

23. Scanner Research

24. MEDIA EVALUATION Evaluating Audience Exposure ROI & Media Efficiency

25. Evaluating Audience Exposure Out-of-Home Media New Media

26. ROI & Media Efficiency Media Optimization Wearout

27. EVALUATING IMC TOOLS, CAMPAIGNS & PROGRAMS Marcom Tools Special Advertising Situations Campaign & Program Evaluation

28. Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

29. Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

30. Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

31. Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

32. Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

33. Marcom Tools Advertising Direct Response Sales Promotion Public Relations Website Evaluation

34. Special Advertising Situations

35. Campaign & Program Evaluation The Synergy Problem Connecting the Dots Bringing it all Together

36. Campaign & Program Evaluation The Synergy Problem Connecting the Dots Bringing it all Together

37. Campaign & Program Evaluation The Synergy Problem Connecting the Dots Bringing it all Together