Promotion Evaluation

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Chapter Overview
Evaluation should match IMC Objectives. Pre- and post-test analysis Levels of analysis
Short term outcomes Long term results Product specific measures Brand measures Company measures
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What can we learn from advertising evaluation research?

Access the published articles and published data sections of Decision Analysts, Inc. Find one theoretical article under the published articles and a research study under the published data. Http://www.decisionanalyst.com What information from these articles would be useful to a business organization?

How could this information help a business or advertising agent create better advertisements and other marketing communication pieces?
Discussion Slide
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FIGURE

16.1

Message Evaluation Techniques

Concept testing Copytesting Recall tests Recognition tests Attitude and opinion tests Emotional reaction tests Physiological arousal tests Persuasion analysis
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Concept Testing
Aimed at content of a marketing piece Often use focus groups Concept testing instruments
Comprehension tests Reaction tests

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Copytesting
Used when marketing piece is finished or in final stages
Portfolio test Theater test Focus groups Mall intercept

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FIGURE

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Items tested for recall

Product name or brand Firm name Company location Theme music Spokesperson Tagline Incentive being offered Product attributes Primary selling point of communication piece
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Recall Tests
Day-after recall (DAR) Unaided recall Aided recall Respondents age affects recall scores (scores decline with age)

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Sample Recall Test 30-Second TV Advertisement for Pet Food

25.0%

20.0%

15.0%

10.0%

5.0%

0.0% Brand name Theme music Spokesperson Tagline Incentive Product Attribute

Test Ad

Competitor A

Competitor B
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Sample DAR Test

30-Second TV Advertisement for Pet Food
24.6% 25.0% 21.4% 20.0% 18.3% 16.3% 14.6% 15.0%

Overall Recall 12.9%

10.0%

9.4%

8.5%

5.0%

0.0% Males Females Pet Owners Dog Owners Ages 18- Ages 36- Ages 51+ 35 50
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Recall Decay Magazine Ad vs Television Ad

100% 100% 100% 80% 60% 40% 20% 0% DAR Two days later Magazine Television Eight days later 86% 75% 65% 43%

Source: Magazines Canadas Research Archive

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Recognition Tests
Respondents shown marketing piece. Good for measuring reaction, comprehension and likability. Often used with recall tests.

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Attitude and Opinion Tests

Gauge respondents attitudes and opinions regarding promotional pieces

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Emotional Reaction Tests

Used for material designed to solicit emotions. Difficult to measure emotions with questions. Warmth Monitor Physiological arousal tests
Psychogalvanometer (perspiration level) Pupillometric test (dilation of pupil) Voice-pitch analysis

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Sample Graph from a Warmth Meter

30-Second TV Advertisement

Sample Ad Rating
Warmth Meter
Ad section that elicited negative emotions
Target Audience

Total Audience

Start

10 s econds

20 s econds

30 s econds

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STOP

INTEGRATED LEARNING EXPERIENCE

Examine how DiscoverWhy.com evaluates advertisements through their virtual client room.
Http://www.discoverwhy.com/product.html

Examine the various methods used by Ipsos-ASI use to evaluate advertisements

Http://www.ipsos-asi.com/products.htm

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FIGURE

16.4

Behavioral Measures

Sales Redemption rates Test markets

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Difficulties in using behavioral data to evaluate advertising

Influence of other factors on behavior. Delayed impact of advertising. Consumers change their mind in the store. Whether brand is in evoked set. Goal of ad may be to build brand equity, not increase sales.
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FIGURE

16.5

Responses to Marketing Messages that can be Tracked

Changes in sales Telephone inquiries Response cards Internet inquiries Direct marketing responses Redemption rate of sales promotion offers
Coupons, premiums, contests, sweepstakes

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Test Markets
Used to assess: Advertisements Consumer and trade promotions Pricing tactics New products Cost effective method of evaluation prior to large-scale launch. Resembles actual situation. Design test market to model full marketing plan. Length of test market is a concern. Competitive actions must be considered.

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Building Your IMC Campaign

Develop an overall method of evaluating your IMC plan. Examine ways to evaluate individual components of your IMC program such as advertising, sales promotions, trade promotions and direct marketing? Who will be responsible for the evaluation?

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