Evaluating an Integrated Marketing Program

EVALUATING THE OVERALL IMC PROGRAM

• Peter Drucker identified goals that define overall well-being of a company:– Market Share– Level of Innovation– Productivity– Physical and Financial Resources– Profitability– Manager performance and development– Employee performance and attitudes– Social Responsibility

• IF these goals are being reached, the IMC plan is likely in good order.

Evaluation Categories

• Message evaluations– Physical design– Cognitive elements– Affective elements

• Respondent behavior evaluations– Conative elements– Measurable with numbers– Customer actions

Evaluation and IMC Objectives

• Match objectives• Pre- and post-tests• Levels of analysis

– Short-term– Long-term– Product-specific– Corporate level– Affective, cognitive, & connative

Message Evaluation Techniques

• Concept testing• Copytesting• Recall tests• Recognition tests• Attitude and opinion tests• Emotional reaction tests• Physiological tests• Persuasion analysis

• Prior to ad development• Average cost of 30-second ad is $350,000• Focus groups• Concept testing instruments

– Comprehension tests– Reaction tests

Concept Testing

Copytesting

• Finished or in final stages• Methods

Portfolio test Theater test Focus groups Mall intercept

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

• Day-after-recall (DAR)• Unaided recall• Aided recall• Incorrect answers• Used primarily after ads launched

Recall Tests

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

Factors That InfluenceRecall Test Scores

• Attitude towards advertising• Prominence of brand name

Brand used by respondent Institutional ads

• Respondent’s age

Recognition Tests

• Respondents shown marketing piece• Often used with recall tests• Good for measuring

Reaction Comprehension Likeability

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

• Used in conjunction with other tests– Recall tests– Recognition tests

• Closed-ended questions• Open-ended questions

Attitude and Opinion Tests

• 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

• Fluctuations in a person’s body.• Psychogalvonmenter – sweat• Pupillometric test – pupils of eyes• Psychophysiology – brain waves• Cannot be faked easily

Physiological Arousal Tests

• Appraise persuasiveness of a marketing item.

• Requires a pre- and post-test.

Persuasion AnalysisPersuasion Analysis

Behavioral Measures

• Sales• Response rates• Redemption rates• Test markets• Purchase simulation tests

Sales and Response Rates

• Scanner data–Retailers–Manufacturers

• Changes in sales

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

Tracking Marketing Messages

• Changes in sales• Telephone inquiries• Response cards• Internet inquiries• Direct marketing inquiries• Redemption rates of promotions

Online Metrics• Adknowledge

MarketMatch Planner• Campaign Manager• Administrative Campaign Manager

• Audience demographics MediaMetrix – basic demographics NetRatings – GRP and other rating instruments Psychographic information NetGuide – Web site ratings and descriptives Web traffic audit data

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

Purchase Simulation Tests

• Bias in purchase intention questions• Simulated purchase situation• Does not rely on opinions or attitudes

Evaluating Public Relations

• Number of clippings• Number of impressions• Advertising equivalence• Comparison to PR objectives

Evaluating the IMC Program

• Greater demand for accountability• ROI of advertising and marketing• Difficult to measure ROI• Difficult to define ROI

Evaluating Overall Healthof a Company

• Market share• Level of innovation• Productivity• Physical and financial resources• Profitability• Manager performance and attitude• Employee performance and attitude• Social responsibility