evaluating an integrated marketing program chapter 15 copyright © 2010 pearson education, inc....

Evaluating an Integrated Marketing

Program

Chapter 15

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15-1

Chapter Objectives1. Which items should be assessed when

evaluating an IMC program?2. When are advertising messages

evaluated?3. How are evaluations of messages

different from measures of behavioral responses?

4. Why is it important to examine the quality of public relations efforts?

5. What types of long-term variables or issues should be evaluated when assessing an IMC program?


Advertising EvaluationAdvertising Evaluation

• Rocket analogy• Decision Analyst

CopyScreen CopyCheck

• Ad and marketing testing


Chapter Overview

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

• Matching methods with objectives

• Message evaluations• Evaluation criteria• Behavioral evaluations• Evaluating public relations• Evaluating the IMC program

15-4

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, & conative


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• Roper Starch ADD+IMPACT

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.• ASI Market Research studies

Persuasion AnalysisPersuasion Analysis


Behavioral Measures

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


Sales and Response Rates

• UPC codes• 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 SRI Consulting – Psychographic information NetGuide – Web site ratings and

descriptives BPA Interactive – 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• Research Systems Corporation• 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


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


evaluating an integrated marketing program chapter 15 copyright © 2010 pearson education, inc....

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