Evaluating an Integrated Marketing Program CHAPTER 15 What

Evaluating an Integrated Marketing Program CHAPTER 15

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)

Evaluation � Pretest measures � Concurrent measures � Post test measures

Message Evaluation Techniques � Concept testing � Copytesting � Emotional reaction tests � Cognitive Neuroscience � On-line evaluation techniques � Behavioural techniques � Recall tests � Recognition tests

Difficulties in Evaluating Advertising � Influence of other factors on behaviour � Delayed impact of advertising � Consumers change their mind in the store � Whether or not the brand is in evoked set � Goal of ad may be to build brand equity, not increase sales so what you intend to measure is important to clarify.

Advertising Tracking Research �Track ads after launch Nielsen IAG Millward Brown �Monitors Brand performance Advertising effectiveness �Specific time test �Continuous tracking

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

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 Can be mall intercept

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

Copytesting �Criticisms 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 http: //www. youtube. com/watch? v=6 a. XN 8 qax. Pek Majority support copytesting because clients want support for ad decision

FIGURE 15. 2 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. 4 -29.

What’s Happening? � http: //www. tvb. ca/pages/Broccoli. Case_htm

Emotional Reaction Tests � Used for material designed to solicit emotions. � Difficult to measure emotions with questions. � Warmth Meters are usually used as am instrument

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

Cognitive Neuroscience �Measures brainwave activity �Better indicator of respondent’s true reaction �Does not rely on self-reporting, like emotional reaction tests �Companies experimenting with neuroscience Em. Sense, Neureo. Focus, Sands Research Frito-Lay �Power of cognitive neuroscience Reveals physiological reactions Understand how information is being processed

Online Evaluation Metrics �Click-throughs primary measurement �Length of engagement �Dwell time �Redemption rates �Response rates �Sales �Web chatter

FIGURE 15. 4 Behavioural Measures �Sales �Redemption rates �Response rates to offers �Test markets �Purchase Simulation tests

FIGURE 15. 6 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

Test 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

Purchase Simulation Tests �Bias in purchase intention questions �Simulated purchase tests �Research Systems Corporation �Does not rely on opinions and attitudes

Recall Tests � Day-after recall (DAR) � Unaided recall � Aided recall Factors affecting recall: � Respondent’s age affects recall scores � Medium used also plays a factor

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

Sample Recall Test 30 -Second TV Advertisement for Pet Food

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