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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!