Download - Evaluating IMC Programe
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EVALUATING an INTEGRATED
MARKETING Program
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Message Evaluations
TWO BROAD CATEGORIES:
Message Evaluation Program considers:
COGNITIVE: Recall, Recognition(often both
quantitative and qualitative) AFFECTIVE: Peripheral cues such as emotion,
attitude(typically qualitative)
Evaluating Respondent Behaviours:
Observing and measuring visible customer actions:
store visits, inquiries, purchases (typically
quantitative)
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Match Method with IMC
Objective
Conduct Pre and Post test analyses
Levels of Analysis:
Short-term outcomes (sales, redemption
rates) Long-term results (brand awareness, loyalty
and equity)
Product-specific awareness
Corporate Awareness
Affective Responses (like/dislike)
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MESSAGE EVALUATIONS
Storyboarding to develop
Test in focus group
Market Test
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MESSAGE EVALUATIONS -
Approaches
CONCEPT TESTING:
Focus on content of ad and impact thereof on
customer
Usually Focus Groups COPY TESTING
Used when piece is near finished, prior to production
PORTFOLIO TEST: display print ads
THEATRE TEST: display TV ads
Mall intercept technique (pre-test)
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MESSAGE EVALUATIONS -
Approaches RECALL tests:
What do you recall over a span of time as well as informationabout the ad(s) that they remember
Day-after recall (DAR)
Unaided recall
Aided recall
RECOGNITION tests: Give copy of ad and ask if they recognize or have seen it before
Attitude and Opinion Emotional Reaction
Physiological Arousal
Persuasion
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EVALUATION CRITERIA
Establish Quality Evaluation Criteriasuch as PACT (positioning advertising copytesting)
Should be relevant to objectives being measured
Agreement on how the results will be used
Use multiple measures to evoke more preciseevaluations
Test should be based on some theory or model ofhuman behaviour
Consider multiple exposures
Validity necessitates that comparative tested ads are inthe same stage of their development process
Adequate Controls to prevent biases and external factors
Samples must be representative
Tests should be Reliable and Valid (generalizable)
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BEHAVIOURAL EVALUATIONS
Sales and redemption rates
Test Markets
Purchase Simulation Tests
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EVALUATING PR
Count clippings (hits) clipping services of company name count in relation to newsrelease activity
Calculate number of impressions (hits)subscriber count within medium
Advertising equivalence technique find every
place company name mentioned in print andbroadcast media divided into the cost to produceif it was planned advert.
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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 likelyin good order.
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Thank You!