Ch 19 Measuring the Effectiveness of Promotional Programs

Ch. 19 Measuring the Effectiveness of Promotional Programs Reasons to Measure Effectiveness n Avoiding costly mistakes n Evaluating alternative strategies n Increasing the efficiency of advertising in general Reasons Not to Measure Effectiveness n Cost n Research problems n Disagreement on what to test n The objections of creative n Time

Conducting Marketing Research to Measure Effectiveness n What to Test -- Communication factors -- Behavioral factors n When to Test

Conducting Marketing Research to Measure Effectiveness (cont. ) n Where to Test n How to Test: Essentials of Effectiveness Testing

Conducting Marketing Research to Measure Effectiveness (cont. ) Communication Factors Focus groups n Checklists n Split-run n Readability n Recall n Attitude n Readership n Recall n Awareness n n Pretests Concurrent n Posttests Behavior Factors Physiological n Direct mail n Theater n On-the-air n Tracking n Coincidental n Test marketing n Single-source Attitude n Association n Audience assessment n Single-source n Diaries n Pantry checks n Single-source n Split-cable n Inquiry n Sales counts

Measuring Effectiveness of Promotional Program Elements n Perception Research Services, Inc. n Mc. Collum Spielman Worldwide n Competitive Media Reporting n The Pre. Testing Company, Inc. n n Ü Ü Package design; out-of home media; P-O-P displays; logos; corporate identity Impact of celebrity presenters Ü Business-to-business advertising; media effects Ü Package design; P-O-P displays; billboards; direct mail Gallup & Robinson Ü Trans. Western Publishing Ü Radio advertising recall; trade show exhibit measures Telephone directory advertising effectiveness