What’s Happening?

1. What’s Happening? • http://www.magazines.co.za/ratecards.html • http://www.youtube.com/watch?v=EpW6PN7KvTU • http://www.blinkx.com/watch-video/thornton-unveil-edible-chocolate-billboard-in-covent-garden/zRWo9zP0nH3uB117rW9uUg • http://www.telegraph.co.uk/finance/markets/2807493/Chocolate-billboard-helps-Thorntons.html

2. Evaluating an Integrated Marketing Program. Chapter 15

3. 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)

4. Evaluation • Pretest measures • Concurrent measures • Post test measures

5. F I G U R E 1 5 . 1 +two Message Evaluation Techniques • Concept testing • Copytesting • Readability tests • Recall tests • Recognition tests • Inquiry Tests • Attitude and opinion tests • Emotional reaction tests • Physiological arousal tests • Persuasion analysis

6. 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

7. 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

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

9. 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=6aXN8qaxPek • Majority support copytesting because clients want support for ad decision

10. F I G U R E 1 5 . 6 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.

11. F I G U R E 1 5 . 3 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

12. Recall Tests • Day-after recall (DAR) • Unaided recall • Aided recall Factors affecting recall: • Respondent’s age affects recall scores – Table 15.1, p.416. • Medium used also plays a factor

13. Sample Recall Test30-Second TV Advertisement for Pet Food

14. Recall DecayMagazine Ad vs. Television Ad Source: Magazines Canada’s Research Archive

15. Recognition Tests • Respondents shown marketing piece and are asked if they recognize it (if they have seen it before, where, when, how many times, etc.). • Good for measuring reaction, comprehension and likability. • Often used with recall tests, but different then recall tests

16. Inquiry Tests • When an advertiser runs a certain amount of ads and offers some inducement to reply to them in order to check media, the individual ad, the offering, or general campaign.

17. Emotional Reaction Tests • Used for material designed to solicit emotions. • Difficult to measure emotions with questions. • Warmth Monitor • Physiological arousal tests • Psychogalvanometer • Pupillometric test

18. Sample Graph from a Warmth Meter30-Second TV Advertisement Ad section that elicited negative emotions

19. F I G U R E 1 5 . 7 Behavioral Measures • Sales • Redemption rates • Response rates to offers • Test markets • Purchase Simulation tests

20. F I G U R E 1 5 . 9 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

21. 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

22. Evaluating Public Relations • Number of clippings • Number of exposures/impressions • Advertising equivalence • Comparison to PR objectives – good v. bad, i.e., BP, Toyota • Changes in awareness, comprehension, or attitude (organization, products, employees, etc.)

23. 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 whatyou intend to measure is important to clarify.