1. Measuring The Effectiveness of Integrated Marketing Communications
Chapter 17
Measuring The Effectiveness of Integrated Marketing Communications

2. Chapter 17 : Measuring the Effectiveness of IMC
Objectives
To understand reasons for measuring promotional program effectiveness
To know the various measures used in assessing promotional program effectiveness
Chapter 17 : Measuring the Effectiveness of IMC

3. Chapter 17 : Measuring the Effectiveness of IMC
Objectives
To evaluate alternative methods for measuring promotional program effectiveness
To understand the requirements of proper effectiveness research
Chapter 17 : Measuring the Effectiveness of IMC

4. The Measuring Advertising Effectiveness Debate
Reasons for measuring advertising effectiveness
Reasons for not measuring advertising effectiveness
Chapter 17 : Measuring the Effectiveness of IMC

5. Reasons for Measuring Advertising Effectiveness
Avoiding costly mistakes
Understanding how well money is being spent
Opportunity loss due to poor communications
Measuring the effectiveness of poor communications
Chapter 17 : Measuring the Effectiveness of IMC

6. Reasons for Measuring Advertising Effectiveness
2. Evaluating alternative strategies
Which strategy is most effective
3. Increasing the efficiency of advertising in general
Problem with losing sight of the message and expecting the audience to understand
Chapter 17 : Measuring the Effectiveness of IMC

7. Reasons for Not Measuring Advertising Effectiveness
Cost
Timing
Proper spending to gain increased exposure on the right message
Research problems
Isolating the effects of promotional elements
Chapter 17 : Measuring the Effectiveness of IMC

8. Reasons for Not Measuring Advertising Effectiveness
Disagreement on what to test
Different objectives for stages in PLC, industry and different people in the firm
The objections of creative
The more creative an ad, the more successful
Testing impairs creativity
Chapter 17 : Measuring the Effectiveness of IMC

9. Decisions for Measuring Advertising Effectiveness
What to test
When to test
Where to test
Chapter 17 : Measuring the Effectiveness of IMC

10. Chapter 17 : Measuring the Effectiveness of IMC
What to Test
Creative decisions
The creative theme/idea can be tested
To see the reaction and different message appeals of the target audience
Reinforcing the brand position in the target’s mind
Using a variety of creative tools
Chapter 17 : Measuring the Effectiveness of IMC

11. Chapter 17 : Measuring the Effectiveness of IMC
What to Test
Media decisions
Using research to determine the most effective media vehicle
Vehicle option source effect
People perceive ads differently depending on their context
Evaluating Flighting v. Pulsing or continuous scheduling
Chapter 17 : Measuring the Effectiveness of IMC

12. Chapter 17 : Measuring the Effectiveness of IMC
What to Test
Budgeting decisions
Examining the effect of budget size on advertising
Sales are not an indicator of effectiveness because they ignore the other elements of the marketing mix
Chapter 17 : Measuring the Effectiveness of IMC

13. Chapter 17 : Measuring the Effectiveness of IMC
When to Test
Pretest
Taken before the campaign is implemented
Can occur at any time from idea generation to final implementation
Feedback is relatively inexpensive with pretesting
Potential that message may not be communicated as effectively as the final product
Chapter 17 : Measuring the Effectiveness of IMC

14. Chapter 17 : Measuring the Effectiveness of IMC
When to Test
Post
Designed to :
1. Determine if the campaign is accomplishing its predetermined objectives
2. Serve as input into the next period’s situational analysis
Chapter 17 : Measuring the Effectiveness of IMC

15. Chapter 17 : Measuring the Effectiveness of IMC
Where to Test
Laboratory tests
Advantage is control by the researcher
Disadvantage is the lack of realism, testing bias
Field tests
Tests of the ad or commercial under natural viewing circumstances
Chapter 17 : Measuring the Effectiveness of IMC

16. Methods of Measuring Advertising Effectiveness
Concept generation and testing
Rough art, copy, and commercial testing
Pretesting of finished ads
Market testing of ads
Chapter 17 : Measuring the Effectiveness of IMC

17. Concept Generation and Testing
Concept testing
Conducted early in campaign development
To explore the targeted consumers response to a potential ad or campaign
i.e. Focus groups and mall intercepts
Chapter 17 : Measuring the Effectiveness of IMC

18. Rough Art, Copy, and Commercial Testing
Comprehension and reaction tests
Conveying meaning intended by assessing responses
Consumer juries
Uses consumers to evaluate the probable success of an ad
Self-appointed expert
Limited evaluation of the number of ads
Halo effect
Specific ad preferences overshadowing objectivity
Chapter 17 : Measuring the Effectiveness of IMC

19. Establishing a Program for Measuring Advertising Effectiveness
Problems with current research methods
Requiring two similar measures to ensure reliability
Tests should use the target audience to assess an ad’s effectiveness
Consistency in reliability and validity
Chapter 17 : Measuring the Effectiveness of IMC

20. Establishing a Program for Measuring Advertising Effectiveness
Essentials of effective testing
Establish communications objectives
Use a consumer response model
Use both pretests and posttests
Use multiple measures
Understand and implement proper research
Chapter 17 : Measuring the Effectiveness of IMC

21. Measuring the Effectiveness of Other IMC Tools
Sales Promotion effectiveness
Four advertising applications/communication goals: attention, comprehension, persuasion, and purchase
Assessing the attention, cognitive and emotional responses
Measurement of switching and loyalty
Chapter 17 : Measuring the Effectiveness of IMC

22. Measuring the Effectiveness of Other IMC Tools
Public Relation Effectiveness: evaluation tells management
How to assess what has been achieved through public relations activities
How to measure PR achievements quantitatively
How to judge the quality of PR achievements and activities
Chapter 17 : Measuring the Effectiveness of IMC

23. Measuring the Effectiveness of Other IMC Tools
Public Relation Effectiveness
Measuring the effectiveness of PR
Management by objectives
Matching objectives and results
Personal observation and reaction
Public opinion and surveys
Internal and external audits
Chapter 17 : Measuring the Effectiveness of IMC

24. Measuring the Effectiveness of Other IMC Tools
Direct Marketing Effectiveness
For direct marketing programs that do not have an objective of generating an immediate behavioral response, traditional measures of advertising effectiveness can be applied
Chapter 17 : Measuring the Effectiveness of IMC

25. Measuring the Effectiveness of Other IMC Tools
Internet Marketing Effectiveness
Exposure measures
Hits
Viewers
Unique Visitors
Clicks (click-throughs)
Click-through rate
Impressions/Page views
Chapter 17 : Measuring the Effectiveness of IMC

26. Internet Marketing Effectiveness
Processing and communication effects measures
Online Measuring
Recall and Retention
Non-Response
Surveys
Panels
Sales
Tracking
Chapter 17 : Measuring the Effectiveness of IMC