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Chapter 17 . Measuring The Effectiveness of Integrated Marketing Communications. Objectives. To understand reasons for measuring promotional program effectiveness To know the various measures used in assessing promotional program effectiveness. Objectives.

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chapter 17

Chapter 17

Measuring The Effectiveness of Integrated Marketing Communications

objectives
Objectives
  • To understand reasons for measuring promotional program effectiveness
  • To know the various measures used in assessing promotional program effectiveness

Chapter 17 : Measuring the Effectiveness of IMC

objectives3
Objectives
  • To evaluate alternative methods for measuring promotional program effectiveness
  • To understand the requirements of proper effectiveness research

Chapter 17 : Measuring the Effectiveness of IMC

the measuring advertising effectiveness debate
The Measuring Advertising Effectiveness Debate
  • Reasons for measuring advertising effectiveness
  • Reasons for not measuring advertising effectiveness

Chapter 17 : Measuring the Effectiveness of IMC

reasons for measuring advertising effectiveness
Reasons for Measuring Advertising Effectiveness
  • Avoiding costly mistakes
    • Understanding how well money is being spent
    • Opportunity loss due to poor communications
    • Measuring the effectiveness of poor communications

Chapter 17 : Measuring the Effectiveness of IMC

reasons for measuring advertising effectiveness6
Reasons for Measuring Advertising Effectiveness

2. Evaluating alternative strategies

  • Which strategy is most effective

3. Increasing the efficiency of advertising in general

  • Problem with losing sight of the message and expecting the audience to understand

Chapter 17 : Measuring the Effectiveness of IMC

reasons for not measuring advertising effectiveness
Reasons for Not Measuring Advertising Effectiveness
  • Cost
    • Timing
    • Proper spending to gain increased exposure on the right message
  • Research problems
    • Isolating the effects of promotional elements

Chapter 17 : Measuring the Effectiveness of IMC

reasons for not measuring advertising effectiveness8
Reasons for Not Measuring Advertising Effectiveness
  • Disagreement on what to test
    • Different objectives for stages in PLC, industry and different people in the firm
  • The objections of creative
    • The more creative an ad, the more successful
    • Testing impairs creativity

Chapter 17 : Measuring the Effectiveness of IMC

decisions for measuring advertising effectiveness
Decisions for Measuring Advertising Effectiveness
  • What to test
  • When to test
  • Where to test

Chapter 17 : Measuring the Effectiveness of IMC

what to test
What to Test
  • Creative decisions
    • The creative theme/idea can be tested
    • To see the reaction and different message appeals of the target audience
    • Reinforcing the brand position in the target’s mind
    • Using a variety of creative tools

Chapter 17 : Measuring the Effectiveness of IMC

what to test11
What to Test
  • Media decisions
    • Using research to determine the most effective media vehicle
    • Vehicle option source effect
      • People perceive ads differently depending on their context
    • Evaluating Flighting v. Pulsing or continuous scheduling

Chapter 17 : Measuring the Effectiveness of IMC

what to test12
What to Test
  • Budgeting decisions
    • Examining the effect of budget size on advertising
    • Sales are not an indicator of effectiveness because they ignore the other elements of the marketing mix

Chapter 17 : Measuring the Effectiveness of IMC

when to test
When to Test
  • Pretest
    • Taken before the campaign is implemented
    • Can occur at any time from idea generation to final implementation
    • Feedback is relatively inexpensive with pretesting
    • Potential that message may not be communicated as effectively as the final product

Chapter 17 : Measuring the Effectiveness of IMC

when to test14
Post

Designed to :

1. Determine if the campaign is accomplishing its predetermined objectives

2. Serve as input into the next period’s situational analysis

When to Test

Chapter 17 : Measuring the Effectiveness of IMC

where to test
Where to Test
  • Laboratory tests
    • Advantage is control by the researcher
    • Disadvantage is the lack of realism, testing bias
  • Field tests
    • Tests of the ad or commercial under natural viewing circumstances

Chapter 17 : Measuring the Effectiveness of IMC

methods of measuring advertising effectiveness
Methods of Measuring Advertising Effectiveness
  • Concept generation and testing
  • Rough art, copy, and commercial testing
  • Pretesting of finished ads
  • Market testing of ads

Chapter 17 : Measuring the Effectiveness of IMC

concept generation and testing
Concept Generation and Testing
  • Concept testing
    • Conducted early in campaign development
    • To explore the targeted consumers response to a potential ad or campaign
      • i.e. Focus groups and mall intercepts

Chapter 17 : Measuring the Effectiveness of IMC

rough art copy and commercial testing
Rough Art, Copy, and Commercial Testing
  • Comprehension and reaction tests
    • Conveying meaning intended by assessing responses
  • Consumer juries
    • Uses consumers to evaluate the probable success of an ad
      • Self-appointed expert
      • Limited evaluation of the number of ads
      • Halo effect
      • Specific ad preferences overshadowing objectivity

Chapter 17 : Measuring the Effectiveness of IMC

establishing a program for measuring advertising effectiveness
Establishing a Program for Measuring Advertising Effectiveness
  • Problems with current research methods
    • Requiring two similar measures to ensure reliability
    • Tests should use the target audience to assess an ad’s effectiveness
    • Consistency in reliability and validity

Chapter 17 : Measuring the Effectiveness of IMC

establishing a program for measuring advertising effectiveness20
Establishing a Program for Measuring Advertising Effectiveness
  • Essentials of effective testing
    • Establish communications objectives
    • Use a consumer response model
    • Use both pretests and posttests
    • Use multiple measures
    • Understand and implement proper research

Chapter 17 : Measuring the Effectiveness of IMC

measuring the effectiveness of other imc tools
Measuring the Effectiveness of Other IMC Tools
  • Sales Promotion effectiveness
    • Four advertising applications/communication goals: attention, comprehension, persuasion, and purchase
    • Assessing the attention, cognitive and emotional responses
    • Measurement of switching and loyalty

Chapter 17 : Measuring the Effectiveness of IMC

measuring the effectiveness of other imc tools22
Measuring the Effectiveness of Other IMC Tools
  • Public Relation Effectiveness: evaluation tells management
  • How to assess what has been achieved through public relations activities
  • How to measure PR achievements quantitatively
  • How to judge the quality of PR achievements and activities

Chapter 17 : Measuring the Effectiveness of IMC

measuring the effectiveness of other imc tools23
Measuring the Effectiveness of Other IMC Tools
  • Public Relation Effectiveness
    • Measuring the effectiveness of PR
    • Management by objectives
    • Matching objectives and results
    • Personal observation and reaction
    • Public opinion and surveys
    • Internal and external audits

Chapter 17 : Measuring the Effectiveness of IMC

measuring the effectiveness of other imc tools24
Measuring the Effectiveness of Other IMC Tools
  • Direct Marketing Effectiveness
    • For direct marketing programs that do not have an objective of generating an immediate behavioral response, traditional measures of advertising effectiveness can be applied

Chapter 17 : Measuring the Effectiveness of IMC

measuring the effectiveness of other imc tools25
Measuring the Effectiveness of Other IMC Tools
  • Internet Marketing Effectiveness
    • Exposure measures
      • Hits
      • Viewers
      • Unique Visitors
      • Clicks (click-throughs)
      • Click-through rate
      • Impressions/Page views

Chapter 17 : Measuring the Effectiveness of IMC

internet marketing effectiveness
Internet Marketing Effectiveness
  • Processing and communication effects measures
        • Online Measuring
        • Recall and Retention
        • Non-Response
        • Surveys
        • Panels
        • Sales
        • Tracking

Chapter 17 : Measuring the Effectiveness of IMC