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Chapter 19

Evaluation of Effectiveness
Advertising Principles and Practice

LeeAnn Chen
OLD NEW
"What can
brown do
for you?
Key consideration: Change perception and association of UPS with
ground
Execution: Segment by customers' role in company, Targeted media,
integrated direct-mail campaign, rewards system (keep brown, expand
beyond ground)

                    1 Breaking Through


                            2 Breaking Inertia
                                    3 Breaking Relevance
EVALUATE:
Message Other
Execution Marketing
Communication
Campaign Areas
+Synergistic
Media Effect
WHY EVALUATE
EFFECTIVENESS?

1 Justify Costs

2 Optimize ads

3 Improve ads
NOT ONLY...BUT ALSO
Ideally, CLIENTS want SALES IMPACT

BUT

it isn't only advertising that influences sales


numbers

SO

we have to take into account


COMMUNICATION EFFECTS
HOW TO EVALUATE

1 Testing

2 Monitoring

3 Measurement

DUH! DIRECT IS EASIEST TO MEASURE


MEDIA EVALUATION
2 Areas Particularly Hard to Measure:
    - Outdoor
    - Internet (Opinion: no longer the case)

ROI

    HOW MUCH IS TOO MUCH ?


WHAT'S MOST EFFECTIVE?
Depends on what you want to get out of your
campaign

DIRECT RESPONSE

SALES PROMOTION

PUBLIC RELATIONS
Look at Table 19.2 on Page 545
- Menu
improvements
- Promo
relationships change
- Better customer
experience

At the end of the day, 


advertising can be ++,
but
if the product is --,
then =>
OH THAT'S...DIFFERENT

Retail
International
B2B

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