Lecture Advertising and promotion – Chapter 12: Measuring the effectiveness of the IMC program

Chapter 12 - Measuring the effectiveness of the IMC program. The goals of this chapter are: To understand the importance of, and reasons for and against, measuring the effectiveness of marketing communication; to establish some guidelines used in measuring IMC effectiveness; to evaluate alternative methods for measuring IMC effectiveness against industry-developed criteria for successful evaluation;...

Chapter 12

Measuring the effectiveness of

the IMC program

Learning objectives

1 To understand the importance of, and reasons for and against, measuring the effectiveness

of marketing communication.

2 To establish some guidelines used in

measuring IMC effectiveness.

3 To evaluate alternative methods for measuring IMC effectiveness against industry-developed criteria for successful evaluation.

4 To explore the unique challenges of IMC

effectiveness and current approaches to

evaluation including process measures,

synergy measures and ROI.

Measurement process

Process

measures

Evaluation

Marketplace testing

Arguments for and against

Evaluating IMC

Testing for campaign development

Importance of measurement

What to test?

When to test?

Where to test?

How to test?

Pre-testing finished ads

Rough art &

Singapore’s Ministry of

Community Development,

Youth and Sports (MCYS)

Singapore’s Ministry of Community Development, Youth and Sports

(MCYS) (cont.)

Campaign objectives

Reach, engagement and impact objectives

 Make 500,000 people aware of the message

 Generate $1 million publicity

 Achieve 20,000 social media interactions

 Create 2000–3000 fans

Attitudinal and behavioural objectives

 To encourage people to re-think their relationships and start dating.

Selected campaign results

■ 19th most favourite YouTube video in the world

■ 88th most watched YouTube video in the world

■ More than 120 000 unique visitors on Facebook

Engagement

■ More than 17 million impressions on Facebook;

■ More than 17 900 fans on the Facebook page

■ More than 100 000 interactions on Facebook page

Behaviour change

■ 83% felt that ‘the ad made me think more about the meaning of marriage’

■ 64% felt that ‘after seeing the ad, I view my partner differently’

■ 33% felt that ‘after seeing the ad, I feel like meeting more people and start [sic] dating’

Measurement process

Process

measures

Evaluation

Market place testing

Arguments for and against

Evaluating IMC

Testing for campaign development

Importance of measurement

What to test?

When to test?

Where to test?

How to test?

Pre-testing finished ads

Rough art &

Three phases of evaluation

Reasons for and against

Determine if objectives are

Chiat/Day’s views on recall tests

Measurement process

Process

measures

Evaluation

Market place testing

Arguments for and against

Evaluating IMC

Testing for campaign development

Importance of measurement

What to test?

When to test?

Where to test?

How to test?

Pre-testing finished ads

Rough art &

What to test?

When to test?

Pretests Measures taken before the Measures taken before the campaign is implemented campaign is implemented

Posttests Measures taken after the ad or Measures taken after the ad or commercial has gone to air commercial has gone to air

When and where to test?

Pretesting methods

On-air tests

Dummy ad vehicles Consumer juries

Portfolio tests Physiological measures

Theatre tests Rough tests Concept tests Readability tests Comprehension and reaction tests

When and where to test?

Field posttesting methods

Recall tests

Inquiry tests

Association measures

Association measures

Single-source systems

Single-source systems

How to test? Positioning

advertising copy testing (PACT)

Measurement process

Process

measures

Evaluation

Market place testing

Arguments for and against

Evaluating IMC

Testing for campaign development

Importance of measurement

What to test?

When to test?

Where to test?

How to test?

Pre-testing finished ads

Rough art &

Testing for campaign development

3 Finished art or commercial testing

3 Finished art or commercial testing

1. Concept testing

2 Rough testing

4 Market testing (posttesting)  

4 Market testing (posttesting)  

Concept testing

Qualitative and/or quantitative data are used to evaluate Qualitative and/or quantitative data are used to evaluate

Explores consumers’ responses to ad concepts expressed

in words, pictures or symbols.

Explores consumers’ responses to ad concepts expressed

in words, pictures or symbols.

Alternatives are exposed to consumers who match the target audience.

Alternatives are exposed to consumers who match the target audience.

Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.

Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.

Sample sizes depend on the number of concepts and the consensus of responses.

Sample sizes depend on the number of concepts and the consensus of responses.

Objective

Method

Output

Rough art, copy and

Rough testing terms

Photomatic rough Animatic rough

Live-action rough

Terms

Online methods

Pretesting finished print ads

Based on syllables per 100 words Other factors also considered

A laboratory method Includes test and control ads Portfolio test have problems

Dummy advertising vehicles

Pretesting finished digital ads

Theatre tests

 Measures changes in product

preferences

 May also measure:

 Interest in and reaction to the

 May also measure:

 Interest in and reaction to the

 Limitations are imposed by

‘day-after recall’

 Physiological measures

 Insertion in TV programs in specific markets

 Limitations are imposed by

‘day-after recall’

 Physiological measures

Physiological measures: eye

movement research

Market testing print ads

Starch-scored advertisements

Market testing broadcast

Diagnostics

Comprehensive measures

Comprehensive measures

broadcast

World’s most popular posttest

Tracking studies

Tracking studies (cont.)

Measurement process

Process

measures

Evaluation

Market place testing

Arguments for and against

Evaluating IMC

Testing for campaign development

Importance of measurement

What to test?

When to test?

Where to test?

How to test?

Pre-testing finished ads

Rough art &

Measuring the effectiveness of

the IMC program

New

New measures • Need for common media • Need for common media

ROI • Return on brand Investment

• Return on touchpoint investment

• Return on brand Investment

• Return on touchpoint investment

Synergy

• Media interactions

• Interactions between communications mix elements

• Media interactions

• Interactions between communications mix elements

Process measures

Process measures The audit

New measures

Digital touch points

Social media

Summary and conclusions

 Research to measure the effectiveness is

important to the IMC program.

 Not enough companies systematically test

their programs.

 Problems exist with current research

methodologies.

pretesting and posttesting—were outlined.

 It is important that effectiveness measures