Capítulo 15 Clow y Baack

15 Chapter Fifteen

Evaluating an Integrated

Marketing Program

Pretesting for Effectiveness

• Rocket analogy

• Decision Analyst

• http://www.decisionanalyst.com

• CopyScreen

• CopyCheck

• What are the pros and cons of testing ads and marketing communication pieces at various stages of development?

Chapter Overview

• Matching methods with objectives

• Message evaluations

• Evaluation criteria

• Behavioral evaluations

• Evaluating public relations

• Evaluating the IMC program

Evaluating an Integrated

Marketing Program 15

Evaluation Categories

• Message evaluation techniques

• Physical design

• Cognitive elements

• Affective elements

• Respondent behavior evaluations

• Conative elements

• Measurable with numbers

• Customer actions

Evaluation and IMC Objectives

• Match objectives

• Pre- and posttest analysis

• Levels of analyses

• Short-term

• Long-term

• Product-specific

• Corporate level

• Affective, cognitive, or conative

F I G U R E 1 5 . 1 Message Evaluation Techniques

and When to Use Them

• Concept testing Prior to ad development

• Copytesting Final stages, or finished ad

• Recall tests Primarily after ad has been launched

• Recognition tests After ad has been launched

• Attitude and opinion tests Anytime during or after ad development

• Emotional reaction tests Anytime during or after ad development

• Physiological tests Anytime during or after ad development

• Persuasion analysis After ad has been launched

Message Evaluation Method When the Test Is Normally Used

Concept Testing • Prior to ad development

• Average cost 30-second TV ad $350,000

• Focus groups

• Concept testing instruments • Comprehension tests

• Reaction tests

AFLAC Concept Testing

Before launching the AFLAC duck advertising campaign, the agency

conducted concept tests to determine which idea was the best.

Click here to play clip

from AFLAC

Copytesting • Used when marketing piece is finished

or in final stages

• Methods used

• Portfolio test

• Theater test

• Focus groups

• Mall intercept

Copytesting

Copytesting can be

used to determine if

viewers comprehend

this ad and what their

reaction to it is.

Copytesting

• Criticisms of copytesting

• Some agencies not using

• Stifles creativity

• Focus groups not good judge

• Support of copytesting

• Issue of accountability

• Majority support because clients want

support for ad decision

Recall

• Day-after recall (DAR)

• Unaided recall

• Aided recall

• Incorrect answers

• Use primarily after ads launched

• Product name or brand

• Firm name

• Company location

• Theme music

• Spokesperson

• Tagline

• Incentive being offered

• Product attributes

• Primary selling point of communication piece

F I G U R E 1 5 . 3

Items Tested for Recall

Recall Tests: Do Viewers Remember?

Brand name Theme music Spokesperson Tagline Incentive Product

Attribute

Test Ad Competitor A Competitor B

Sample DAR Test 30-Second TV Advertisement for Pet Food

Males Females Pet

Owners

Ages 18-

Ages 36-

Ages 51+

Overall Recall 12.9%

Recall Decay

Magazine Ad vs. Television Ad

Source: Magazines Canada’s Research Archive

100% 100%

65%75%

DAR Two days later Eight days later

Magazine Television

Recall Tests

• Attitude towards advertising

• Prominence of brand name

• Brand used by respondent

• Institutional ads

• Respondent’s age

Factors That Influence Scores

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

Recognition Tests

Can be used to measure

• Reaction

• Comprehension

• Likeability

Attitude and Opinion Tests

• Used in conjunction with other tests

• Recall tests

• Recognition tests

• Closed-ended questions

• Open-ended questions

• Roper Start ADD + IMPACT

Emotional Reaction Tests

• Affective advertisements

• Used for material designed to solicit emotions

• Difficult to measure emotions with questions

• Warmth monitor

• Emotional reaction tests are self-reported

instruments

Sample Graph from a Warmth Meter 30-Second TV Advertisement

Sample Ad RatingWarmth Meter

Start 10 seconds 20 seconds 30 seconds

Target Audience

Total Audience

Ad section that elicited negative emotions

Physiological Arousal Tests

• Measure fluctuations in a person’s body

• Psychogalvanometer – sweat

• Pupillometric test – pupils of eyes

• Psychophysiology – brain waves and

currents

• Cannot be faked easily

Persuasion Analysis

• Appraise persuasiveness of marketing item

• Requires pre- and posttests

• ASI Market Research studies

• 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.

F I G U R E 1 5 . 6

Copytesting Principles of PACT

• Sales

• Response rates

• Redemption rates

• Test markets

• Purchase simulation tests

F I G U R E 1 5 . 7

Behavioral Measures

Sales and Response Rates

• Measuring sales with UPC codes

• Scanner data

• Retailers

• Manufacturers

• Sales changes can be caused by other factors

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

• Changes in sales

• Telephone inquiries

• Response cards

• Internet inquiries

• Direct marketing responses

• Redemption rate of sales promotion offers

• Coupons, premiums, contests, sweepstakes

F I G U R E 1 5 . 9

Responses to Marketing Messages That Can Be Tracked

F I G U R E 1 5 . 10

Methods of Measuring Interactive Marketing

41.1% 40.7%

eratio

f enga

gement

ssions

onse ra

Source: Adapted from Larry Jaffee, “Follow the Money,” Promo, Vol. 20, No. 11 (November 2007 Sourcebook), pp. 5-10.

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

• Cost-effective method of evaluation prior to launch

• Resembles actual situation

• Design test market to model full marketing plan

• Length of test market is a concern

• Competitive actions must be considered

Purchase Simulation Tests

• Bias in purchase intention questions

• Simulated purchase tests

• Research Systems Corporation

• Does not rely on opinions and attitudes

• Number of clippings

• Number of impressions

• Advertising equivalence technique

• Comparison to public relations objectives

F I G U R E 1 5 . 11

Evaluating Public Relations

Evaluating the IMC Program

• Greater demand for accountability

• ROI of advertising and marketing

• Difficult to measure ROI – 70%

• Difficult to define ROI – 70%

Source: Paul J. Cough, “Study: Marketers Struggle to Measure Effectiveness,” Shoot, Vol. 45, No. 29

(August 20, 2004), pp. 7-8.

T A B L E 1 5 . 2

Definitions of ROI for Marketing

Definition of ROI Percent Using

Incremental sales from marketing 66%

Changes in brand awareness 57%

Total sales revenue from marketing 55%

Changes in purchase intentions 55%

Changes in market share 49%

Ratio of advertising costs to sales 34%

Reach/frequency achieved 30%

Gross rating points delivered 25%

Post-buy analysis comparing the media plan to its delivery 21%

• Market share

• Level of innovation

• Productivity

• Physical and financial resources

• Profitability

• Manager performance and development

• Employee performance and attitudes

• Social responsibility

Source: Pete Drucker, Management: Tools, Responsibilities, Practices, New York: Harper and Row, 1974.

F I G U R E 1 5 . 12

Measures of Overall Health of a Company

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

Capítulo 15 Clow y Baack

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Capítulo 14 Clow y Baack

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Chapter Number Ten Media Selecting in Advertising Modular: Afjal Hossain, Assistant Professor, Department of Marketing, PSTU Kenneth K. Clow & Donald Baack