capítulo 15 clow y baack
DESCRIPTION
Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han logrado obtener. El libro es genial.TRANSCRIPT
15 Chapter Fifteen
Evaluating an Integrated
Marketing Program
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 15-1
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Pretesting for Effectiveness
• Rocket analogy
• Decision Analyst
• http://www.decisionanalyst.com
• CopyScreen
• CopyCheck
• What are the pros and cons of testing ads and marketing communication pieces at various stages of development?
15
15-2
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Chapter Overview
• Matching methods with objectives
• Message evaluations
• Evaluation criteria
• Behavioral evaluations
• Evaluating public relations
• Evaluating the IMC program
Evaluating an Integrated
Marketing Program 15
15-3
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Evaluation Categories
• Message evaluation techniques
• Physical design
• Cognitive elements
• Affective elements
• Respondent behavior evaluations
• Conative elements
• Measurable with numbers
• Customer actions
15-4
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Evaluation and IMC Objectives
• Match objectives
• Pre- and posttest analysis
• Levels of analyses
• Short-term
• Long-term
• Product-specific
• Corporate level
• Affective, cognitive, or conative
15-5
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
F I G U R E 1 5 . 1 Message Evaluation Techniques
and When to Use Them
• Concept testing Prior to ad development
• Copytesting Final stages, or finished ad
• Recall tests Primarily after ad has been launched
• Recognition tests After ad has been launched
• Attitude and opinion tests Anytime during or after ad development
• Emotional reaction tests Anytime during or after ad development
• Physiological tests Anytime during or after ad development
• Persuasion analysis After ad has been launched
Message Evaluation Method When the Test Is Normally Used
15-6
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Concept Testing • Prior to ad development
• Average cost 30-second TV ad $350,000
• Focus groups
• Concept testing instruments • Comprehension tests
• Reaction tests
15-7
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
AFLAC Concept Testing
15-8
Before launching the AFLAC duck advertising campaign, the agency
conducted concept tests to determine which idea was the best.
Click here to play clip
from AFLAC
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Copytesting • Used when marketing piece is finished
or in final stages
• Methods used
• Portfolio test
• Theater test
• Focus groups
• Mall intercept
15-9
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Copytesting
Copytesting can be
used to determine if
viewers comprehend
this ad and what their
reaction to it is.
15-10
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Copytesting
• Criticisms of copytesting
• Some agencies not using
• Stifles creativity
• Focus groups not good judge
• Support of copytesting
• Issue of accountability
• Majority support because clients want
support for ad decision
15-11
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Recall
Tests
• Day-after recall (DAR)
• Unaided recall
• Aided recall
• Incorrect answers
• Use primarily after ads launched
15-12
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
• Product name or brand
• Firm name
• Company location
• Theme music
• Spokesperson
• Tagline
• Incentive being offered
• Product attributes
• Primary selling point of communication piece
F I G U R E 1 5 . 3
Items Tested for Recall
15-13
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Recall Tests: Do Viewers Remember?
15-14
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Brand name Theme music Spokesperson Tagline Incentive Product
Attribute
Test Ad Competitor A Competitor B
Sample DAR Test 30-Second TV Advertisement for Pet Food
15-15
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Sample DAR Test 30-Second TV Advertisement for Pet Food
9.4%
16.3%
18.3%
24.6%
8.5%
14.6%
21.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Males Females Pet
Owners
Dog
Owners
Ages 18-
35
Ages 36-
50
Ages 51+
Overall Recall 12.9%
15-16
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Recall Decay
Magazine Ad vs. Television Ad
Source: Magazines Canada’s Research Archive
100% 100%
86%
65%75%
43%
0%
20%
40%
60%
80%
100%
DAR Two days later Eight days later
Magazine Television
15-17
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Recall Tests
• Attitude towards advertising
• Prominence of brand name
• Brand used by respondent
• Institutional ads
• Respondent’s age
Factors That Influence Scores
15-18
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Recognition Tests
• Respondents shown marketing piece
• Often used with recall tests
• Good for measuring
• Reaction
• Comprehension
• Likeability
15-19
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
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
15-20
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Recognition Tests
Can be used to measure
• Reaction
• Comprehension
• Likeability
15-21
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Attitude and Opinion Tests
• Used in conjunction with other tests
• Recall tests
• Recognition tests
• Closed-ended questions
• Open-ended questions
• Roper Start ADD + IMPACT
15-22
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Emotional Reaction Tests
• Affective advertisements
• Used for material designed to solicit emotions
• Difficult to measure emotions with questions
• Warmth monitor
• Emotional reaction tests are self-reported
instruments
15-23
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Sample Graph from a Warmth Meter 30-Second TV Advertisement
Sample Ad RatingWarmth Meter
Start 10 seconds 20 seconds 30 seconds
Target Audience
Total Audience
Ad section that elicited negative emotions
15-24
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Physiological Arousal Tests
• Measure fluctuations in a person’s body
• Psychogalvanometer – sweat
• Pupillometric test – pupils of eyes
• Psychophysiology – brain waves and
currents
• Cannot be faked easily
15-25
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Persuasion Analysis
• Appraise persuasiveness of marketing item
• Requires pre- and posttests
• ASI Market Research studies
15-26
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
• 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.
F I G U R E 1 5 . 6
Copytesting Principles of PACT
15-27
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• Sales
• Response rates
• Redemption rates
• Test markets
• Purchase simulation tests
F I G U R E 1 5 . 7
Behavioral Measures
15-28
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Sales and Response Rates
• Measuring sales with UPC codes
• Scanner data
• Retailers
• Manufacturers
• Sales changes can be caused by other factors
15-29
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
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
15-30
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
• Changes in sales
• Telephone inquiries
• Response cards
• Internet inquiries
• Direct marketing responses
• Redemption rate of sales promotion offers
• Coupons, premiums, contests, sweepstakes
F I G U R E 1 5 . 9
Responses to Marketing Messages That Can Be Tracked
15-31
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
F I G U R E 1 5 . 10
Methods of Measuring Interactive Marketing
15-32
36.5%
51.0%
26.6%
41.1% 40.7%
12.2%
4.6%
24.7%
16.3%
44.5%
34.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
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aren
ess
Clic
kthr
oughs
Cust
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kno
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dge
Sales
Lead
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Leng
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Mar
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Impre
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Rede
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rate
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Resp
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RO
I
Source: Adapted from Larry Jaffee, “Follow the Money,” Promo, Vol. 20, No. 11 (November 2007 Sourcebook), pp. 5-10.
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Online Metrics • Adknowledge
• MarketMatch Planner • Campaign Manager
• Administrative Campaign Manager
• Audience demographics • MediaMetrix – basic demographics
• NetRatings – GRP and other rating instruments
• SRI Consulting – Psychographic information
• NetGuide – Web site ratings and descriptives
• BPA Interactive – Web traffic audit data
15-33
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Test Markets • Used to assess:
• Advertisements
• Consumer and trade promotions
• Pricing tactics
• New products
• Cost-effective method of evaluation prior to launch
• Resembles actual situation
• Design test market to model full marketing plan
• Length of test market is a concern
• Competitive actions must be considered
15-34
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Purchase Simulation Tests
• Bias in purchase intention questions
• Simulated purchase tests
• Research Systems Corporation
• Does not rely on opinions and attitudes
15-35
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
• Number of clippings
• Number of impressions
• Advertising equivalence technique
• Comparison to public relations objectives
F I G U R E 1 5 . 11
Evaluating Public Relations
15-36
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Evaluating the IMC Program
• Greater demand for accountability
• ROI of advertising and marketing
• Difficult to measure ROI – 70%
• Difficult to define ROI – 70%
15-37
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
Source: Paul J. Cough, “Study: Marketers Struggle to Measure Effectiveness,” Shoot, Vol. 45, No. 29
(August 20, 2004), pp. 7-8.
T A B L E 1 5 . 2
Definitions of ROI for Marketing
Definition of ROI Percent Using
Incremental sales from marketing 66%
Changes in brand awareness 57%
Total sales revenue from marketing 55%
Changes in purchase intentions 55%
Changes in market share 49%
Ratio of advertising costs to sales 34%
Reach/frequency achieved 30%
Gross rating points delivered 25%
Post-buy analysis comparing the media plan to its delivery 21%
15-38
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
• Market share
• Level of innovation
• Productivity
• Physical and financial resources
• Profitability
• Manager performance and development
• Employee performance and attitudes
• Social responsibility
Source: Pete Drucker, Management: Tools, Responsibilities, Practices, New York: Harper and Row, 1974.
F I G U R E 1 5 . 12
Measures of Overall Health of a Company
15-39
Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall
International Implications
• Assessment of IMC Programs
• Domestic results
• Results in other countries
• Overall organization
• Individual ads and promotional programs
• Local culture
• Across national boundaries
• Multinational – regional offices
15-40