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Learning Objectives students should be able to:
Evaluation and Measurement of Brand Messages
Benefits of Measurable Objectives
Objectives of MC Evaluations & Measurement
Reasons For and Against Measuring Effectiveness
Typical Circumstances when Measurement & Evaluation Occur
An Overview: Measuring Advertising Effectiveness
Pre-testing Methods
Post-testing Methods
Post-testing the Value of a Sponsorship
Positioning Advertising Copy Test (PACT)
Concept Testing (pre-test)
Terminology Associated with ‘Rough Testing’
Rough Art, Copy, and Commercial Testing (pre-test)
Pretesting Finished Print Ads
Pretesting Finished Broadcast Ads
Scanner Market Tests
Theatre Tests
Measuring Physiological Responses
Market Testing Print Ads
Market Testing Print Ads (cont.)
Example of the Starch Method
Market Testing Broadcast Commercials
Common Post-tests for Broadcast Commercials
Post-tests for Broadcast Commercials
Tracking Studies (print & broadcast)
Tracking Studies: Critical Factors to Consider
Summary of the Essentials of Effective Testing
Measuring Effectiveness of Other Programs
Measuring the Effectiveness of the IMC Program
Direct Marketing Learning Objectives , you should be able …
Interactive Nature of Direct Marketing
Direct marketing combines with . .
Myer Direct Marketing
Objectives of Direct Marketing
Direct Marketing Processes
Developing a Database: Sources of Information
A Comprehensive Consumer Database
Effective Databases
Direct Marketing Media
Porsche Targets Prospects with Direct Mail
Unwrapped Catalogue
Ezibuy Catalogue
Telemarketing and SMS
Direct Marketing Strategies
Forms of Direct Selling
Case Example of Personalised Direct Mail
Thailand T-Shirt Direct Mail
Direct marketing advantages and disadvantages
Concerns Raised by Direct Marketing
How Companies Can Protect Customer’s Privacy
Evaluating Direct Marketing Effectiveness
Summary and Conclusions
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Published by: Chris Roberts on Aug 15, 2011
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