1. MKTG 303: Advertising and Promotion Evaluating an Integrated Marketing Program November 3, 2009 Zeynep Gürhan-Canlı

2. Evaluating Overall Health of a Company
Market share
Level of innovation
Productivity
Physical and financial resources
Profitability
Manager performance and attitude
Employee performance and attitude
Social responsibility

3. Evaluation of Promotions
Message evaluations
Respondent behavior evaluations

4. Message Evaluation Techniques
Concept testing
Copytesting
Recall tests
Recognition tests
Attitude and opinion tests
Emotional reaction tests
Physiological tests
Persuasion analysis

5. Concept Testing Prior to ad development
Average cost of 30-second ad is $358,000
Focus groups
Concept testing instruments
Comprehension tests
Reaction tests

6. Copytesting Finished or in final stages Methods Portfolio test
Theater test
Focus groups
Mall intercept

7. Recall Tests Day-after-recall (DAR) Unaided recall Aided recall
Incorrect answers
Used primarily after ads launched

8. Items Tested for Recall
Product name or brand
Firm name
Company location
Theme music
Spokesperson
Tagline
Incentive being offered
Product attributes
Marketing/advertising selling point

9. Recognition Tests Respondents shown piece Good for measuring
Reaction
Comprehension
Likeability
Often used with recall tests

10. Recognition Tests Expression of person’s interest
Ad liked  75%
Ad interesting  50%
Brand used  50%
Affected by ad size, color, length
Scores do not decline over time

11. Attitude and Opinion Tests
Closed-ended questions
Open-ended questions

12. Emotional Reaction Tests
Affective advertisements.
Used for material designed to impact emotions.
Difficult to measure emotions with questions.
Warmth monitor
Emotional reaction tests are self-reported instruments.

13. Physiological Arousal Tests
Fluctuations in a person’s body.
Psychogalvonmenter – sweat
Pupillometric test – pupils of eyes
Psychophysiology – brain waves
Cannot be faked easily

14. Persuasion Analysis Appraise persuasiveness of a marketing item.
Requires a pre- and post-test.

15. Behavioral Measures Sales Response rates Redemption rates Test markets
Purchase simulation tests

16. Sales and Response Rates
UPC codes
Scanner data
Retailers
Manufacturers
Changes in sales

17. Evaluating Public Relations
Number of clippings
Number of impressions
Advertising equivalence
Comparison to PR objectives

18. Difficulties in Evaluating Advertising
Influence of other factors.
Delayed impact.
Consumers change their minds at the store.
Evoked set of consumers.
Goal of ad may not be to increase sales or solicit a specific behavior.