1. Chapter 19 Evaluating Effectiveness
Types and stages
Developmental research
Concurrent research
Posttesting research
Diagnostic research
Factors to be evaluated
Communication effects
Sales impact
Copy-testing services
Developed norms for product categories

2. Stages of Copy Testing Message Development Research
Message strategy
Informational, emotional, etc.
Concept testing
Key concept cards
Pretesting
Helps to make go/no-go decision, storyboards
Diagnostics
Moment-by-moment tests, picture sorts

3. Stages of Copy Testing During Execution: Concurrent Testing
Coincidental surveys
Tracking studies
Attitude tests
Wave analysis
Consumer diaries
Pantry checks
Test marketing

4. Stages of Copy Testing Posttesting: After Execution Research
Memory tests
Recognition, recall, aided, unaided
Persuasion tests
Motivation tests (purchase intent)
Likability tests
Inquiry tests
Scanner research
Single-source research

5. Media Evaluation Evaluating audience exposure
Advertising ROI and Media efficiency
Check estimates in media plan against vehicle performance
Critical evaluation is whether reach and frequency objectives were obtained

6. Media Evaluation Evaluating audience exposure
Advertising ROI and Media efficiency
Return on investment
The cost of creating and running advertising vs. the revenue it generates
Wearout
Media optimization

7. Campaign and IMC Evaluation Special Advertising Situations
Retail advertising
B2B advertising
International advertising
Generate store traffic
Simple counts
Visibility
Participation counts
Sign-up and fill-out forms
Loyalty

8. Campaign and IMC Evaluation Special Advertising Situations
Retail advertising
B2B advertising
International advertising
Lead count based on calls, s, and cards returned to the advertiser
Conversion rates

9. Campaign and IMC Evaluation Special Advertising Situations
Retail advertising
B2B advertising
International advertising
Evaluation should focus on pretesting
Helps correct major problems before miscommunication