Evaluating an Integrated Marketing Program

Transcription

1 Evaluating an Integrated Marketing Program

2 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.

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

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

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

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

7 Copytesting Finished or in final stages Methods Portfolio test Theater test Focus groups Mall intercept

8 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

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

10 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

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

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

13 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

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

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

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

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

18 Behavioral Measures Sales Response rates Redemption rates Test markets Purchase simulation tests

19 Sales and Response Rates Scanner data Retailers Manufacturers Changes in sales

20 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

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

22 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

23 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

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

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

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

27 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