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Evaluating an Integrated Marketing Program

EVALUATING THE OVERALL IMC PROGRAM
• Peter Drucker identified goals that define overall well-being of a company:
– – – – – – – – Market Share Level of Innovation Productivity Physical and Financial Resources Profitability Manager performance and development Employee performance and attitudes Social Responsibility

• IF these goals are being reached, the IMC plan is likely in good order.

Evaluation Categories • Message evaluations – Physical design – Cognitive elements – Affective elements • Respondent behavior evaluations – Conative elements – Measurable with numbers – Customer actions .

cognitive. & connative .Evaluation and IMC Objectives • Match objectives • Pre.and post-tests • Levels of analysis – Short-term – Long-term – Product-specific – Corporate level – Affective.

Message Evaluation Techniques • • • • • • • • Concept testing Copytesting Recall tests Recognition tests Attitude and opinion tests Emotional reaction tests Physiological tests Persuasion analysis .

000 Focus groups Concept testing instruments – Comprehension tests – Reaction tests .Concept Testing • • • • Prior to ad development Average cost of 30-second ad is $350.

Copytesting • Finished or in final stages • Methods  Portfolio test  Theater test  Focus groups  Mall intercept .

Copytesting • Criticisms – Some agencies do not use – Stifles creativity – Focus groups not a good judge • Support – Issue of accountability – Majority support because clients want support for decision .

Recall Tests • • • • • Day-after-recall (DAR) Unaided recall Aided recall Incorrect answers Used primarily after ads launched .

Items Tested for Recall • • • • • • • • • Product name or brand Firm name Company location Theme music Spokesperson Tagline Incentive being offered Product attributes Marketing/advertising selling point .

Factors That Influence Recall Test Scores • Attitude towards advertising • Prominence of brand name  Brand used by respondent  Institutional ads • Respondent’s age .

Recognition Tests • Respondents shown marketing piece • Often used with recall tests • Good for measuring  Reaction  Comprehension  Likeability .

length • Scores do not decline over time . color.Recognition Tests • Expression of person’s interest – Ad liked  75% – Ad interesting  50% – Brand used  50% • Affected by ad size.

Attitude and Opinion Tests • Used in conjunction with other tests – Recall tests – Recognition tests • Closed-ended questions • Open-ended questions .

Warmth monitor Emotional reaction tests are self-reported instruments. . Used for material designed to impact emotions. Difficult to measure emotions with questions.Emotional Reaction Tests • • • • • Affective advertisements.

Physiological Arousal Tests • • • • • Fluctuations in a person’s body. Psychogalvonmenter – sweat Pupillometric test – pupils of eyes Psychophysiology – brain waves Cannot be faked easily .

and post-test.Persuasion Analysis • Appraise persuasiveness of a marketing item. • Requires a pre. .

Behavioral Measures • • • • • Sales Response rates Redemption rates Test markets Purchase simulation tests .

Sales and Response Rates • Scanner data – Retailers – Manufacturers • Changes in sales .

not increase sales .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.

Tracking Marketing Messages • • • • • • Changes in sales Telephone inquiries Response cards Internet inquiries Direct marketing inquiries Redemption rates of promotions .

Online Metrics • Adknowledge  MarketMatch Planner • Campaign Manager • Administrative Campaign Manager • Audience demographics      MediaMetrix – basic demographics NetRatings – GRP and other rating instruments Psychographic information NetGuide – Web site ratings and descriptives Web traffic audit data .

Test Markets • Used to assess – – – – Advertisements Consumer and trade promotions Pricing tactics New products • • • • • Evaluation prior to launch Mimics reality Design to model full marketing plan Length of test market Competitive actions .

Purchase Simulation Tests • • • Bias in purchase intention questions Simulated purchase situation Does not rely on opinions or attitudes .

Evaluating Public Relations • • • • Number of clippings Number of impressions Advertising equivalence Comparison to PR objectives .

Evaluating the IMC Program • • • • Greater demand for accountability ROI of advertising and marketing Difficult to measure ROI Difficult to define ROI .

Evaluating Overall Health of a Company • • • • • • • • Market share Level of innovation Productivity Physical and financial resources Profitability Manager performance and attitude Employee performance and attitude Social responsibility .