SECTION B: THE INTEGRATED MARKETING COMMUNICATIONS PLAN 4.

CAMPAIGN OUTCOMES EVALUATION

CAMPAIGN OUTCOMES EVALUATION The surveys are conducted throughout the campaign in order to evaluate the IMC performance. The outcomes of each marketing communications tool will be used to support and adjust the future activities of the campaign.

1.

ADVERTISING EVALUATION

Pre-Test 1. Copy Development Stage In-depth Interview

Advertisement evaluation starts with idea testing in order to confirm how potential advertisement is to create impact on the targeted consumers. At this stage the interview with health conscious people and advertisement experts will give mileage to the marketers to achieve the communication objectives.

2.

Roughs Stage Focus Group Interview

When the creative ideas and rough concept for campaigns are tested then the aim is to test concept and layout of advertisement campaigns. Focus group from the targeted customers has been chosen to identify the perception towards the message which Naked wants to communicate. While going with focus group the organization will use Storyboard indicating Nakeds concepts and request the consumers to mention their feelings regarding the message by mentioning Likes or Dislikes, the points of interests and confusions. 3. Final Production Stage Projective Techniques

Once we complete the advertising campaigns, we would test the complete advertisement through Projective Techniques before the release. The Projective Techniques help us to identify the potential association between Zara brand image and the emotions that our target customers may provoke after seeing our advertisement.

Post-Test: Tracking Studies & Starch Readership In order to test the advertisement performance of every media, Naked juice should use two post-testing methods. The use of tracking studies to measure recognition and awareness of advertisement will be used which will also help in measuring targeted audiences perception towards the brand Naked. Furthermore to proofing advertisement effectiveness starch readership method will be used. With the help of personal interview the survey with the readers will be conducted. The measurement of online advertisements effectiveness will be done through website traffic, clicks, and activities on social media, likes, and number of followers. In order to suit the situation the adjustment of campaign will be done.

2.

PUBLIC RELATIONS EVALUATION

It has been decided that when PR program will be conducted, media monitor and coverage will be carried out. It will be monitored whether outcome of PR activities will be in line with PR objectives or not, because of this PR campaign could be incorporated to the existing situation

Levels Output Outtake

Methodology applied News release and articles published by Naked Media content analysis By Naked Online updates, clicks, likes and followers are investigated Conducting focus group survey in order to develop awareness among general public and to enhance reputation of Naked

Outcome

Customer satisfaction Sales results Good relations with media

Exhibit 48: Public Relations Evaluation

Output (Share of Discussion)

The case organization Naked will continuous track the publicity with the help of released news or published articles along with evaluation of online clinks, likes, updates and followers. The aim is to critically evaluate quality of media which includes content writing, tone and message accuracy. Outtake (Message breaks the clutter) Focus group survey will be the channel which will be used for creating public awareness and developed reputation for Naked juice. It has been identified that if the

major message provided by Naked is effective , then all the major stakeholders will recollect those message. Outcome (Change in attitude and behaviour) This stage aims to monitor attitude of stakeholder and their behaviour. The organization expect that stakeholders will posses positive view towards Naked juice which ultimately helps to increase reputation, credibility of the organization and enhance bottom line of the organization. 3. DIRECT MARKETING AND SALES PROMOTION EVALUATION

Marketing and sales promotion programs effectiveness can be measured through response rate as well as conversion rate from each medium used entire campaign.

A/B Split Test

The main aim of testing is to enhance rate of response and to reduce cost on direct marketing campaign. Naked juice will carry out A/B Split testing to identify which factors on a direct mail and email newsletter will be effective for both acquisition and retention program. This testing is very effective and major improvement can be possible by testing different factors like copy text, layouts, images and colors.

FORECAST RESULTS

Estimate

Exhibit : Forecast Results

It is depicted from the table that various medium are used depending on target population. Naked expects to achieve 300,000 respondents throughout the campaign. Naked expects that there should be 200 respondents per station per day in case of London Underground and National Rail billboard, where for the case of Street Talk the expectation is 50 respondents per panel per day. In contrast readership will indicated the response generated from magazine as well as newspaper.

however, the response rate has been estimated at 2% for newspaper and 3% for magazine. The response rate from Lifestyle List has been estimated at 6% for direct mail and 2.5% for email.For online media such as Zara website and Facebook, the target population is come

from those people who visit the website and follow on Facebook. Hence, total number of respondents equal to 4,224,431 people.

4.

ESTIMATED PROFIT AND RETURN ON INVESTMENT The cost of this marketing campaign is budgeted to be 3.39 million Thus ROI = (Revenue from investment Cost from investment)/ Cost of investment = Profit from investment/ Cost of investment = (7.711123million- 3.39 million)/ 3.39 million =1:1.274 (1s pent gives a return of 1.274).

IMC expenditure 3.39 million Exhibit : Return On Investment

Profit from Investment 7.711123million

RO1 1.274 million