1. Evaluating an Integrated Marketing Program.
Chapter 15

2. What’s Happening?

3. What’s Happening? Sauna Commercial Grab attention right away!!!!!
Escalator Advertising:

4. What should be evaluated?
Short-term outcomes (sales, redemption rates)
Long-term results (brand awareness, brand loyalty)
Product specific awareness (new product or extension, company)
Awareness of the overall company
Affective responses (liking the company, and positive brand image)

5. Evaluation
Pretest measures
Concurrent measures
Post test measures

6. F I G U R E 1 5 . 1 & others Concept testing Copytesting
Message Evaluation Techniques
Concept testing
Copytesting
Readability tests
Recall tests
Recognition tests
Inquiry tests
Attitude and opinion tests
Emotional reaction tests
Physiological arousal tests
Persuasion analysis

7. Concept Testing Aimed at content of a marketing piece.
What is evaluated?
Verbal messages
Message and meaning
Translations for international copy
Product placement in ads
Value of a sales promotional efforts
Focus groups may be used
Concept testing instruments:
Comprehension and readability tests
Reaction tests

8. Exercise 1- page 485 question 4

9. Copytesting Used when marketing piece is finished or in final stages
Portfolio test – print communication
Theater test – television/mass media communication
Methods used:
Focus groups
Mall intercept

10. Copytesting
Copytesting can be used to determine if viewers comprehend this ad and what their reaction to it is.

11. Copytesting Criticisms of copytesting Support of copytesting
Some agencies do not use them
Can stifle creativity
Focus groups may not be a good judge
Support of copytesting
Issue of accountability
Majority support copytesting because clients want support for ad decision

12. F I G U R E
Copytesting principles of Positioning Advertising Copytesting (PACT)
Testing procedure should be relevant to objectives.
Researchers should agree on how the results will be used in advance.
Multiple measures should be used.
The test should be based on some model or theory of human response to communication.
Testing procedure should allow for more than one exposure.
In selecting alternate ads to include in the test, they should be at the same stage in the process as the test ad.
The test should provide controls to avoid biases.
Sample used for the test should be representative of the target sample.
Testing procedure should demonstrate reliability and validity.
Source: Based on PACT document published in the Journal of Marketing, (1982) ,Vol. 11, No. 4, pp

13. F I G U R E 1 5 . 2 Product name or brand Firm name Company location
Recall Tests - Items tested
Product name or brand
Firm name
Company location
Theme music
Spokesperson
Tagline
Incentive being offered
Product attributes
Primary selling point of communication piece

14. Recall Tests Day-after recall (DAR) Unaided recall Aided recall
Factors affecting recall:
Respondent’s age affects recall scores – Table 15.1, p.466.
Medium used also play a factor

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

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

17. Recognition Tests
Respondents shown marketing piece and are asked if they recognize it (if they have seen it before, where, when, how many times, etc.).
Good for measuring reaction, comprehension and likability.
Often used with recall tests, but different then recall tests

18. Inquiry Tests
When an advertiser runs a certain amount of ads and offers some inducement to reply to them in order to check media, individual ads, or campaigns.

19. Emotional Reaction Tests
Used for material designed to solicit emotions.
Difficult to measure emotions with questions.
Warmth Monitor
Physiological arousal tests
Psychogalvanometer
Pupillometric test
Voice-pitch analysis

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

21. Purchase Simulation tests
F I G U R E
Behavioral Measures
Sales
Redemption rates
Test markets
Purchase Simulation tests

22. Direct marketing responses. Redemption rate of sales promotion offers.
F I G U R E
Responses to Marketing Messages that can be Tracked
Changes in sales
Telephone inquiries.
Response cards.
Internet inquiries.
Direct marketing responses.
Redemption rate of sales promotion offers.
Coupons, premiums, contests, sweepstakes

23. Test Markets Advertisements (different versions in different markets)
Used to assess:
Advertisements (different versions in different markets)
Consumer and trade promotions
Pricing tactics
New products
Cost effective method of evaluation prior to large-scale launch.
Resembles actual situation.
Design test market to model full marketing plan.
Length of test market is a concern.
Competitive actions must be considered

24. Evaluating Public Relations
Number of clippings
Number of exposures/impressions
Advertising equivalence
Comparison to PR objectives – good v. bad, i.e, GAP
Changes in awareness, comprehension, or attitude (organization, products, employees, etc.)