evaluation of effectiveness
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Evaluation of Effectiveness. Chapter 19. Evaluation of Effectiveness. What is the purpose of this phase of advertising campaign planning?. 1. Developmental Research. 2. Concurrent Research. 4. Diagnostic Research. 3. Posttesting Research. Methods of Evaluation Research. - PowerPoint PPT PresentationTRANSCRIPT
Evaluation Evaluation of of
EffectivenessEffectiveness
Chapter 19
19-2
Evaluation of EffectivenessEvaluation of Effectiveness
What is the purpose of this
phase of advertising campaign
planning?
19-3
Methods of Evaluation ResearchMethods of Evaluation Research
1.
Developmental Research
3.
Posttesting Research
2.
Concurrent Research
4.
Diagnostic Research
19-4
Evaluation ComponentsEvaluation Components
• The affect of the
communication
on the receiver
• The effect of the
communication
on Sales
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19-5
Copy TestingCopy Testing
• Message strategy
• Concept testing
• Pretesting
• Diagnostics
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19-6
Concurrent TestingConcurrent Testing
• Tracking Results
• Attitude tests
• Wave analysis
• Consumer diaries
• Pantry checks
• Test marketing
Favorable/Unfavorable
Pre/Post design
Record activities
View products used
Test cities
19-7
Post-testingPost-testing• Memory tests
• Persuasion tests
• Likability tests
• Inquiry tests
• Scanner
• Single-source
Recognition, Recall
Attitude change
Liked/Disliked
Responses to ad
Check out scanners
Matched groups
19-8
Media EvaluationMedia Evaluation
• Check estimates against actual
vehicle performance
• Determines whether reach and
frequency objectives were obtained
• Evaluates GRP and CPM
19-9
Media EfficiencyMedia Efficiency
• ROI
• Wearout
• Optimization
Creation/Running vs Revenue
Lack of or no response
Dollars spent vs greatest impact
19-10
Campaign EvaluationCampaign Evaluation
• Last stage in the development
of a campaign plan
• Determines whether the
campaign was effective
19-11
Direct ResponseDirect Response• Evaluate ads containing elements that
can be returned by using direct-response counts
19-12
Sales PromotionSales Promotion
• Sales
• Response rates
• Awareness
• Redemption rates
19-14
Public RelationsPublic Relations
Changes in• Awareness• Attitude change• Behavior change
19-15
Retail AdvertisingRetail Advertising
• Increase in
store traffic
• Visibility
• Loyalty
19-16
B2B AdvertisingB2B Advertising
• Leads generated
• Conversion rates
19-18
Discussion QuestionDiscussion Question
• Research professionals recommend using focus groups to help develop a campaign strategy or theme, but many are opposed to using focus groups to choose finished ads for the campaign.• Is this advice contradictory? Why or why
not?
19-19
Discussion QuestionDiscussion Question• Most clients want a quick and easy
answer to the question of whether the ad works.
• Advertising professionals tend to believe that a one-score approach is not appropriate.• If you were helping an agency prepare
for a presentation regarding campaign effectiveness, what would you suggest the agency say to the client that a one score approach is not valid?
19-20
Discussion QuestionDiscussion Question• In the dot.com craze of the late
1990s, new Internet companies emerged almost daily.
• What types of strategic or evaluative research do you think many of these companies conducted, if any?
• Do you believe research would have helped any of these companies make decisions that might have helped them survive the dot.com crash?