ch 19 measuring the effectiveness of promotional programs l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Ch. 19 Measuring the Effectiveness of Promotional Programs PowerPoint Presentation
Download Presentation
Ch. 19 Measuring the Effectiveness of Promotional Programs

Loading in 2 Seconds...

play fullscreen
1 / 5

Ch. 19 Measuring the Effectiveness of Promotional Programs - PowerPoint PPT Presentation


  • 184 Views
  • Uploaded on

Ch. 19 Measuring the Effectiveness of Promotional Programs. Reasons to Measure Effectiveness Avoiding costly mistakes Evaluating alternative strategies Increasing the efficiency of advertising in general Reasons Not to Measure Effectiveness Cost Research problems

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Ch. 19 Measuring the Effectiveness of Promotional Programs' - floyd


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
ch 19 measuring the effectiveness of promotional programs
Ch. 19 Measuring the Effectiveness of Promotional Programs

Reasons to Measure Effectiveness

  • Avoiding costly mistakes
  • Evaluating alternative strategies
  • Increasing the efficiency of advertising in general

Reasons Not to Measure Effectiveness

  • Cost
  • Research problems
  • Disagreement on what to test
  • The objections of creative
  • Time
conducting marketing research to measure effectiveness
Conducting Marketing Research to Measure Effectiveness
  • What to Test

-- Communication factors

-- Behavioral factors

  • When to Test
conducting marketing research to measure effectiveness cont
Conducting Marketing Research to Measure Effectiveness (cont.)
  • Where to Test
  • How to Test: Essentials of Effectiveness Testing
measuring effectiveness of promotional program elements
Measuring Effectiveness of Promotional Program Elements
  • Package design; out-of home media; P-O-P displays; logos; corporate identity
  • Impact of celebrity presenters
  • Business-to-business advertising; media effects
  • Package design; P-O-P displays; billboards; direct mail
  • Radio advertising recall; trade show exhibit measures
  • Telephone directory advertising effectiveness
  • Perception Research Services, Inc.
  • McCollum Spielman Worldwide
  • Competitive Media Reporting
  • The PreTesting Company, Inc.
  • Gallup & Robinson
  • TransWestern Publishing