1. 16-1 Chapter Overview Evaluation should match IMC Objectives.Evaluation should match IMC Objectives. Pre- and post-test analysisPre- and post-test analysis Levels of analysisLevels of analysis Short term outcomesShort term outcomes Long term resultsLong term results Product specific measuresProduct specific measures Brand measuresBrand measures Company measuresCompany measures Promotion Evaluation 16

2. 16-2 What can we learn from advertising evaluation research? Access the “published articles” and “published data” sections of Decision Analysts, Inc. Find one theoretical article under the “published articles” and a research study under the “published data.”Access the “published articles” and “published data” sections of Decision Analysts, Inc. Find one theoretical article under the “published articles” and a research study under the “published data.” Http://www.decisionanalyst.com What information from these articles would be useful to a business organization?What information from these articles would be useful to a business organization? How could this information help a business or advertising agent create better advertisements and other marketing communication pieces?How could this information help a business or advertising agent create better advertisements and other marketing communication pieces? Discussion Slide 16

3. 16-3 Concept testingConcept testing CopytestingCopytesting Recall testsRecall tests Recognition testsRecognition tests Attitude and opinion testsAttitude and opinion tests Emotional reaction testsEmotional reaction tests Physiological arousal testsPhysiological arousal tests Persuasion analysisPersuasion analysis F I G U R E 1 6. 1 Message Evaluation Techniques

4. 16-4 Concept Testing Aimed at content of a marketing pieceAimed at content of a marketing piece Often use focus groupsOften use focus groups Concept testing instrumentsConcept testing instruments Comprehension testsComprehension tests Reaction testsReaction tests

5. 16-5 Copytesting Used when marketing piece is finished or in final stagesUsed when marketing piece is finished or in final stages Portfolio testPortfolio test Theater testTheater test Focus groupsFocus groups Mall interceptMall intercept

6. 16-6 Product name or brandProduct name or brand Firm nameFirm name Company locationCompany location Theme musicTheme music SpokespersonSpokesperson TaglineTagline Incentive being offeredIncentive being offered Product attributesProduct attributes Primary selling point of communication piecePrimary selling point of communication piece F I G U R E 1 6. 2 Items tested for recall

7. 16-7 Recall Tests Day-after recall (DAR)Day-after recall (DAR) Unaided recallUnaided recall Aided recallAided recall Respondent’s age affects recall scores (scores decline with age)Respondent’s age affects recall scores (scores decline with age)

8. 16-8 Sample Recall Test 30-Second TV Advertisement for Pet Food

9. 16-9 Sample DAR Test 30-Second TV Advertisement for Pet Food Overall Recall 12.9%

10. 16-10 Recall Decay Magazine Ad vs Television Ad Source: Magazines Canada’s Research Archive

11. 16-11 Recognition Tests Respondents shown marketing piece.Respondents shown marketing piece. Good for measuring reaction, comprehension and likability.Good for measuring reaction, comprehension and likability. Often used with recall tests.Often used with recall tests.

12. 16-12 Attitude and Opinion Tests Gauge respondents’ attitudes and opinions regarding promotional piecesGauge respondents’ attitudes and opinions regarding promotional pieces

13. 16-13 Emotional Reaction Tests Used for material designed to solicit emotions.Used for material designed to solicit emotions. Difficult to measure emotions with questions.Difficult to measure emotions with questions. Warmth MonitorWarmth Monitor Physiological arousal testsPhysiological arousal tests Psychogalvanometer (perspiration level)Psychogalvanometer (perspiration level) Pupillometric test (dilation of pupil)Pupillometric test (dilation of pupil) Voice-pitch analysisVoice-pitch analysis

14. 16-14 Sample Graph from a Warmth Meter 30-Second TV Advertisement Ad section that elicited negative emotions

15. 16-15 INTEGRATED LEARNING EXPERIENCE STOP Examine how DiscoverWhy.com evaluates advertisements through their virtual client room.Examine how DiscoverWhy.com evaluates advertisements through their virtual client room. Http://www.discoverwhy.com/product.html Examine the various methods used by Ipsos-ASI use to evaluate advertisementsExamine the various methods used by Ipsos-ASI use to evaluate advertisements Http://www.ipsos-asi.com/products.htm

16. 16-16 SalesSales Redemption ratesRedemption rates Test marketsTest markets F I G U R E 1 6. 4 Behavioral Measures

17. 16-17 Difficulties in using behavioral data to evaluate advertising Influence of other factors on behavior.Influence of other factors on behavior. Delayed impact of advertising.Delayed impact of advertising. Consumers change their mind in the store.Consumers change their mind in the store. Whether brand is in evoked set.Whether brand is in evoked set. Goal of ad may be to build brand equity, not increase sales.Goal of ad may be to build brand equity, not increase sales.

18. 16-18 Changes in salesChanges in sales Telephone inquiriesTelephone inquiries Response cardsResponse cards Internet inquiriesInternet inquiries Direct marketing responsesDirect marketing responses Redemption rate of sales promotion offersRedemption rate of sales promotion offers Coupons, premiums, contests, sweepstakesCoupons, premiums, contests, sweepstakes F I G U R E 1 6. 5 Responses to Marketing Messages that can be Tracked

19. 16-19 Test Markets Used to assess:Used to assess: AdvertisementsAdvertisements Consumer and trade promotionsConsumer and trade promotions Pricing tacticsPricing tactics New productsNew products Cost effective method of evaluation prior to large-scale launch.Cost effective method of evaluation prior to large-scale launch. Resembles actual situation.Resembles actual situation. Design test market to model full marketing plan.Design test market to model full marketing plan. Length of test market is a concern.Length of test market is a concern. Competitive actions must be considered.Competitive actions must be considered.

20. 16-20 Develop an overall method of evaluating your IMC plan.Develop an overall method of evaluating your IMC plan. Examine ways to evaluate individual components of your IMC program such as advertising, sales promotions, trade promotions and direct marketing?Examine ways to evaluate individual components of your IMC program such as advertising, sales promotions, trade promotions and direct marketing? Who will be responsible for the evaluation?Who will be responsible for the evaluation? Building Your IMC Campaign