1. Evaluation of Effectiveness
Chapter 19

2. Evaluation of Effectiveness
What is the purpose of this phase of advertising campaign planning?

3. Methods of Evaluation Research1.
Developmental Research 2.
Concurrent Research 3.
Posttesting Research 4.
Diagnostic Research

4. Evaluation Components
The affect of the communication on the receiver
The effect of the communication on Sales

5. Copy Testing
Message strategy
Concept testing
Pretesting
Diagnostics

6. Concurrent Testing Tracking Results Attitude tests Wave analysis
Consumer diaries
Pantry checks
Test marketing
Favorable/Unfavorable
Pre/Post design
Record activities
View products used
Test cities

7. Post-testing Memory tests Persuasion tests Likability tests
Inquiry tests
Scanner
Single-source
Recognition, Recall
Attitude change
Liked/Disliked
Responses to ad
Recall - aided and unaided. Established connections between product and commercial
Single Source- Divides community into matched groups and sends ads to one group and not the other. Results are measured at the super market scanner
Check out scanners
Matched groups

8. Media Evaluation Check estimates against actual vehicle performance
Determines whether reach and frequency objectives were obtained
Evaluates GRP and CPM

9. Media Efficiency ROI Wearout Optimization Creation/Running vs Revenue
Lack of or no response
Dollars spent vs greatest impact

10. Campaign Evaluation Last stage in the development of a campaign plan
Determines whether the campaign was effective

11. Direct Response
Evaluate ads containing elements that can be returned by using direct-response counts

12. Sales Promotion
Sales
Response rates
Awareness
Redemption rates

13. A Sales Promotion Breakeven Analysis

14. Public Relations
Changes in
Awareness
Attitude change
Behavior change

15. Retail Advertising
Increase in store traffic
Visibility
Loyalty

16. B2B Advertising
Leads generated
Conversion rates

17. International Advertising
Evaluation should focus on pretesting
Helps correct major problems before miscommunication

18. Discussion Question
Research professionals recommend using focus groups to help develop a campaign strategy or theme, but many are opposed to using focus groups to choose finished ads for the campaign.
Is this advice contradictory? Why or why not?

19. Discussion Question
Most clients want a quick and easy answer to the question of whether the ad works.
Advertising professionals tend to believe that a one-score approach is not appropriate.
If you were helping an agency prepare for a presentation regarding campaign effectiveness, what would you suggest the agency say to the client that a one score approach is not valid?

20. Discussion Question
In the dot.com craze of the late 1990s, new Internet companies emerged almost daily.
What types of strategic or evaluative research do you think many of these companies conducted, if any?
Do you believe research would have helped any of these companies make decisions that might have helped them survive the dot.com crash?