Chapter 18 - Measuring the effectiveness of the promotional program. The main goals of this chapter are: To understand reasons for measuring promotional program effectiveness, to know the various measures used in assessing promotional program effectiveness, to understand the requirements of proper effectiveness research, to evaluate alternative methods for measuring promotional program effectiveness.
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Chapter 18 Measuring the Effectiveness
of the Promotional Program
Trang 2• Costs involved
• Research problems
• Disagreement on what to test
• Objections of creative department
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What, Where, and How to Test
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Figure 18.5 Weaknesses Associated
with Focus Group Research
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Trang 6of an ad
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Trang 8Impact System
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Trang 10 Communications efficiency of the copy in a print
ad is tested without reader interviews
Flesch formula: Assesses readability of a copy by determining the average number of syllables per
100 words
Limitations
Copy may become too mechanical
Direct input from receiver is not available
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Trang 12Pretesting Finished Broadcast Ads
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Brain scan imaging Examine physiological reactions to ads and brands
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Trang 14Advantages of inquiry tests
• Implementation is
inexpensive
• Provide some feedback
about the general
• Ineffective for comparing different versions or
specific creative aspects
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Posttests of Broadcast Commercials
Advantages of day-after recall tests
• Natural setting provides a more realistic
response profile
• Provide norms that allow advertisers to
compare how well their ads are
performing
• Persuasive and diagnostics measures
are also available
Disadvantages of day-after recall
tests
• Have limited samples, high costs, and security issues
• Favor unemotional appeals
• Program content may influence recall
• Respondents are aware of the test and will be more attentive
• Recall is not a measure of acceptance or predictive of sales
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Trang 16Studies
Properly defined objectives
Alignment with sales objectives
Properly designed measures
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Factors That Make or Break Tracking
Studies
Measurement of competitors’ performance
Skepticism about questions asking where the ad was seen
Building of news value into the study
Moving averages spot long-term trends and avoid seasonality
Data reported in terms of relationships
Integration of key marketplace events with tracking results
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Trang 18 Field measures Result in a loss of control
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Trang 20Nontraditional Media
• Much less effective than claimed
Shopping cart signage
• Measures are combined with sales tracking data to evaluate
its effectiveness
Ski resort-based media
• Software has been introduced to measure the effectiveness
In-store radio and television
Other media
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Measuring the Effectiveness of
Sponsorships
• Monitor the quantity and nature of the media
coverage obtained for the sponsored event
• Estimate direct and indirect audiences
Exposure methods
• Evaluate the awareness, familiarity, and
preferences produced by sponsorship based on
surveys
Tracking measures
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