1. Measuring the Effectiveness of the Promotional Program
Chapter 19
Measuring the Effectiveness of the Promotional Program

2. Q: What constitutes a good ad?
A: One that effectively aids in
reaching the advertisers objectives.

3. The 5 Step Process
Situational analysis
Develop promotional objectives

4. Objectives: Sales or Communication?

5. Objectives: Sales or Communication?
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
5% Use

6. The 5 Step Process Situational analysis Develop promotional objectives
Develop the IMC program
Implement the IMC program

7. The Promotional Mix Advertising Direct Marketing Sales Promotion
Broadcast
Print
Support
Direct Marketing
Sales Promotion
Publicity/Public Relations
Internet
Personal Selling

8. The 5 Step Process Situational analysis Develop promotional objectives
Develop the IMC program
Implement the IMC program
Monitor, evaluate, and control

9. Measurement, Pro & Con Reasons to Measure Avoid costly mistakes
Evaluate strategies
Increase efficiency of advertising in general
Reasons Not to Measure
Cost of measurement
Problems with research
Disagreement about what to test
Creative objections

10. The Communications Process
Fields of Experience
Source /
Sender
Encoding
Decoding
Receiver /
Audience
Channel
MESSAGE
Response Feedback Loop
Noise

11. Testing Factors When to test What to test Where to test Pretesting
Posttesting
Where to test
Laboratory tests
Field tests
What to test
Source factors
Message variables
Media strategies
Budget decisions

12. How To Test PACT - Positioning Advertising Copy Testing
Standardized criteria by which to judge ads
Created by 21 largest ad agencies in 1982
Objectives:
improve research used for preparing and testing ads
provide a better creative product for the client
control the cost of TV commercials

13. Summary of PACT Principles
Establish communication objectives
Use a consumer response model
Use both pre- and post-tests
Use multiple measures
Understand and implement proper research.

14. Validity and Reliability
High Validity
High Reliability
Low Validity
High Reliability
Low Validity
Low Reliability