Chapter 19 - Evaluating Advertising Effectiveness.ppt

Chapter 19 - Evaluating Advertising Effectiveness

1. Measurement & Evaluation

2. Reasons for Measuring
Campaign Effectiveness
To help all brand stakeholders understand
the link between marketing investment and
return on investment
To evaluate alternative strategies
To increase the efficiency and effectiveness
of the IMC campaign
In the immediate short term or in the future

3. Something to Consider
The discussion of “success” should largely
be a discussion of brand value and
increasing the brand’s valuation

4. Something to consider
Recall criteria associated with “brand value”
Brand awareness
Brand allegiance
Willingness to recommend the brand
Brand identification
Perception of quality
Acceptance of premium pricing
Trust in brand

5. Brand value (cont.)
Empathy with the brand
Uniqueness
Buying intention

6. Where it begins
Evaluation begins with the marketing and
communication objectives in mind
What are the goals for the brand?
What are the goals for the product?
What are the goals for targeting?
What are the goals for communication?

7. Marketing Evaluation
Considerations
Tracking studies
Sales
Market penetration
Gross margins
Others

8. Communication Evaluation
Considerations
Questions that could be asked:
Is the advertising working?
Is the message compelling given the
target audience we’re trying to reach?
Is the creative effective?
Is the media strategy effective?

9. Opportunities for
communication evaluation
Concept testing
At the beginning of the creative process
During strategy development/refinement

10. Concept Testing Inquiries
What attributes are most important?
How do they resonate in terms of
benefits?
To what extent are these benefits
functional versus emotional?

11. Opportunities for
communication evaluation
Copy testing (Pre-testing)
During creative development near the
finish of the process

12. Copy Testing Inquiries
What do we expect this advertisement to
do?
What is our view of how advertising works?
How do the advertising elements
enhance/detract from our communication
objectives/strategy?

13. When to Evaluate Campaign
Effectiveness
Concurrent testing
While the advertising is in the media
Post-testing
After the advertising has appeared in the
media

14. Concurrent and Post-Testing
Inquiries
How are/were the following affected
by our communications?
Buying behavior
Purchase intent
Attitude toward the brand
Awareness of the brand
Recall of the message/as
Exposure to the ad (media)