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)
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)
MESSAGE EVALUATIONS Storyboarding to develop Test in focus group Market Test
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)
MESSAGE EVALUATIONS - Approaches RECALL tests: –What do you recall over a span of time as well as information about 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
EVALUATION CRITERIA Establish Quality Evaluation Criteria such 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 precise evaluations Test should be based on some theory or model of human behaviour Consider multiple exposures Validity necessitates that comparative tested ads are in the 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)
BEHAVIOURAL EVALUATIONS Sales and redemption rates Test Markets Purchase Simulation Tests
EVALUATING PR Count clippings (hits) – clipping services Δ of company name count in relation to news release activity Calculate number of impressions (hits) – subscriber count within medium Advertising equivalence technique – find every place company name mentioned in print and broadcast media divided into the cost to produce if it was planned advert.
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.
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