1. Evaluating an Integrated Marketing Program Chapter 15 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-1

2. Chapter Objectives 1.Which items should be assessed when evaluating an IMC program? 2.When are advertising messages evaluated? 3.How are evaluations of messages different from measures of behavioral responses? 4.Why is it important to examine the quality of public relations efforts? 5.What types of long-term variables or issues should be evaluated when assessing an IMC program? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-2

3. Advertising Evaluation Rocket analogy Decision Analyst  CopyScreen  CopyCheck Ad and marketing testing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-3

4. Chapter Overview Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Matching methods with objectives Message evaluations Evaluation criteria Behavioral evaluations Evaluating public relations Evaluating the IMC program 15-4

5. Evaluation Categories Message evaluations  Physical design  Cognitive elements  Affective elements Respondent behavior evaluations  Conative elements  Measurable with numbers  Customer actions Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-5

6. Evaluation and IMC Objectives Match objectives Pre- and post-tests Levels of analysis  Short-term  Long-term  Product-specific  Corporate level  Affective, cognitive, & conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-6

7. Message Evaluation Techniques Concept testing Copytesting Recall tests Recognition tests Attitude and opinion tests Emotional reaction tests Physiological tests Persuasion analysis Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-7

8. Prior to ad development Average cost of 30-second ad is $350,000 Focus groups Concept testing instruments  Comprehension tests  Reaction tests Concept Testing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-8

9. Copytesting Finished or in final stages Methods  Portfolio test  Theater test  Focus groups  Mall intercept Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-9

10. Copytesting Criticisms  Some agencies do not use  Stifles creativity  Focus groups not a good judge Support  Issue of accountability  Majority support because clients want support for decision Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-10

11. Day-after-recall (DAR) Unaided recall Aided recall Incorrect answers Used primarily after ads launched Recall Tests Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-11

12. 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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-12

13. Factors That Influence Recall Test Scores Attitude towards advertising Prominence of brand name  Brand used by respondent  Institutional ads Respondent’s age Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-13

14. Recognition Tests Respondents shown marketing piece Often used with recall tests Good for measuring  Reaction  Comprehension  Likeability Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-14

15. 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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-15

16. Used in conjunction with other tests  Recall tests  Recognition tests Closed-ended questions Open-ended questions Roper Starch  ADD+IMPACT Attitude and Opinion Tests Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-16

17. Affective advertisements. Used for material designed to impact emotions. Difficult to measure emotions with questions. Warmth monitor Emotional reaction tests are self-reported instruments. Emotional Reaction Tests Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-17

18. Fluctuations in a person’s body. Psychogalvonmenter – sweat Pupillometric test – pupils of eyes Psychophysiology – brain waves Cannot be faked easily Physiological Arousal Tests Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-18

19. Appraise persuasiveness of a marketing item. Requires a pre- and post-test. ASI Market Research studies Persuasion Analysis Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-19

20. Behavioral Measures Sales Response rates Redemption rates Test markets Purchase simulation tests Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-20

21. Sales and Response Rates UPC codes Scanner data  Retailers  Manufacturers Changes in sales Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-21

22. Difficulties in Evaluating Advertising Influence of other factors on behavior Delayed impact of advertising Consumers change their mind in the store Whether brand is in evoked set Goal of ad may be to build brand equity, not increase sales Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-22

23. Tracking Marketing Messages Changes in sales Telephone inquiries Response cards Internet inquiries Direct marketing inquiries Redemption rates of promotions Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-23

24. Online Metrics Adknowledge  MarketMatch Planner Campaign Manager Administrative Campaign Manager Audience demographics  MediaMetrix – basic demographics  NetRatings – GRP and other rating instruments  SRI Consulting – Psychographic information  NetGuide – Web site ratings and descriptives  BPA Interactive – Web traffic audit data Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-24

25. Test Markets Used to assess  Advertisements  Consumer and trade promotions  Pricing tactics  New products Evaluation prior to launch Mimics reality Design to model full marketing plan Length of test market Competitive actions Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-25

26. Purchase Simulation Tests Bias in purchase intention questions Simulated purchase situation Research Systems Corporation Does not rely on opinions or attitudes Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-26

27. Evaluating Public Relations Number of clippings Number of impressions Advertising equivalence Comparison to PR objectives Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-27

28. Evaluating the IMC Program Greater demand for accountability ROI of advertising and marketing Difficult to measure ROI Difficult to define ROI Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-28

29. 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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-29

30. International Implications Assessment of IMC Programs  Domestic results  Results in other countries  Overall organization Individual ads and promotional programs  Local culture  Across national boundaries  Multinational – regional offices Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-30