MARKETING COMMUNICATION CAMPAIGN EVALUATION

Presentation Flow• What to Evaluate?• When/How to Evaluate?• Evaluation Techniques• Recommendations

Satyam Arora

WHAT TO EVALUATE?

Formative (Front-end)

Process Evaluation

Objective: To Assess strength/weakness during/before the project• Target audience perception towards the issue?•What message work with what audience?• Best Messengers?

Objective: To Measure efforts and direct output• Evaluation of Campaign’s reach• Number of people reached• Material Put

Outcome Evaluation

Objective: To Measure effect and changes that result from the campaign• Any affective change• Any behavioural change• Any policy change

Impact Evaluation

Objective: To measure Community-level Change or long-term results• Has the behavior resulted in intended outcomes?• Any system-level change

Satyam Arora

Campaign Evaluation

Pre-test

Focus Group

Comprehension and Reaction

Test

Eye-Tracking

Theatre Test

Post-Test

Inquiry Test

Recall Test

Tracking Ads

Test Market

ing

Day-After Recall Test

WHEN/HOW TO EVALUATE?

Satyam Arora

EVALUATION TECHNIQUES

Econometrics• Mindshare and BrandScience are two of many companies who are not implementing this

complex statistical methodology to measure ads effectively.• Attempts to build relation between different sets of events.

RFID (Radio Frequency Identification)• It uses a microchip, an antenna and radio waves to identify people or objects.• Place sensors in magazine and tag the reader to see what they read and time spent

looking on an advertisement.Eyetools• Viewer is asked to view an ad and a beam of infrared lights is aimed at the eye. The beam

follows the movement of eye of the viewer and shows the exact spot where the viewer is focusing.

• It is inexpensive and complements it’s credential by adding realism.• IBM, American Express and Cisco are some of the clients.

Online assessment of Campaigns are getting prominent. Itest assessment, MetrixLabs, etc. have come up with various measurement techniques to measure you Brand related issues.

Satyam Arora

RECOMMENDATIONS•To compute the actual change in, and compare the Corporate Equity before and after the campaign, a similar research finding is essential on the basis on which the campaign is planned.•Other Important Measurements:

Source Factors: Who is speaking for you? Message Variables: Is your message strong enough to create the pull? Media Strategies: Which media and why? Budgeting Decision: Anticipation of Investment and Output.

•Pre-tests are important from Cost Standpoints- whether it be Actual Cost or Opportunity Cost.•Publishing Case Studies is a good means of reaching out to Potential Employees. (Via B-Schools, MDPs, etc.)•Social networking sites have their own Evaluation Mechanism.•Continuity/Innovation always helps.

Satyam Arora

Satyam Arora

ThankYou!