moriarty8emedia19Evaluation of Effectiveness

1、evaluation of effectiveness advertising principles and practices prentice hall, 200919-2 how well do you understand why and how advertising evaluation is conducted? can you list and explain the stages of message evaluation? what are the key areas of media evaluation? how are campaigns and imc progra

2、ms evaluated? new holland had to reinvent and reintroduce its tractor brand with sliding market share, a shrinking market, and limited budget. the campaign positioned new holland as the better choice of an empowered consumer, and drove traffic to its web site. sales grew by 9%, market share by 21% a

3、nd 36% for low and high horsepower categories, web site visits were 68,000 over the campaign period. 19-3 visit the site prentice hall, 2009 prentice hall, 200919-4 many executive feel advertising is only successful if it produces sales. others feel advertising should emphasize long-term brand build

4、ing. if advertising delivers the desired communication effects, but sales dont increase, was the advertising ineffective? video snippet aflacs initial campaign created 89% brand recognition. prentice hall, 200919-5 intuitive analysis is based on an experienced managers judgment. measurement tracks c

5、onsumer responses with structured feedback like response cards and calls. formal evaluation is necessary: financial stakes are highproduction of :30 spot averages $200,000; national media costs several million. advertising optimizationreducing the risk failure through testing, analyzing, tracking pe

6、rformance, and making changes to increase performance. identify “best practices”what works and what doesnt, so brand advertising continues to improve. prentice hall, 200919-6 testingto predict results sample ads are tested before they run. monitoringto track performance performance is tracked to see

7、 if anything needs to be changed. measurementto evaluate the results the results, or actual effects, are measured after the campaign runs. prentice hall, 200919-7 1.developmental research pretesting to see if an idea will work, or another is better. 2.concurrent research tracking studies and test ma

8、rketing to see how campaign is unfolding and how messages and media are working. 3.posttesting research comparing the impact of campaign after its over against a benchmark, baseline, or other starting point. 4.diagnostic research taking apart an ad to see what elements are working and which arent; e

9、xamine frame by frame or piece by piece. prentice hall, 200919-8 its difficult to measure advertisings effect on sales: other factors affect sales (e.g., pricing, distribution, competition), making it hard to isolate impact. effects are delayed; its hard to link sales to advertising. communication e

10、ffects an be measured as surrogate measures for sales impact: awareness of the advertising, purchase intention, preference, liking. principle: good evaluation plans, as well as effective promotional work, are guided by a model of how people respond to advertising. prentice hall, 200919-9 effect perc

11、eption awareness/noticed attention recognition (aided ) relevance emotion liking/disliking desire cognition interest comprehension/ confusion recall (unaided) brand recall/ linkage differentiation table 19:1effectiveness research questions research questions what ads do you remember seeing? which ad

12、s were noted? what caught your attention? did the ad stand out among the other ads and content around it? what stood out in the ad? have you seen this ad/this campaign? sort elements into piles of remember/dont remember. how important is the product message to you? does it speak to your interest and

13、 aspirations? what emotions did the ad stimulate? how did it make you feel? do you like this brand? this story? the characters (and other ad elements)? what did you like or dislike about the brand? the ad? do you want this product or brand? did you read/watch most of it? how much? did it engage your

14、 interest or curiosity? where did your interest shift away from the ad? what thoughts came to you? do you understand how it works? is there anything in the ad you dont understand? do the claims/product attributes/benefits make sense? do you have a need for this brand or can it fulfill a need for you

15、? what happened in the commercial? what is the main message? what is the point of the ad? what brand is being advertised in the ad? (in open-ended responses, was the brand named?) whats the difference between brand x and y? prentice hall, 200919-10 effect persuasion attitude preference intention arg

16、ument/counter argument believability/conviction trust association personality/image self identification table 19:1effectiveness research questions research questions do you have a favorable or unfavorable opinion of the brand? the ad? how excellent or weak is the brand? the ad? do you respect it? in

17、 category x (or product set), which brand would you choose? (usually a pre- or posttest question). what brand do you prefer? do you want to try or buy this product/brand? would you put it on your shopping list? what are your reasons for buying it? or for not buying itor its competing brand(s)? how d

18、oes it compare to competitors brands? do you argue back to the ad? do you believe the reasons, claims, or proof statements? are you convinced the message is true? the brand is best? do you have confidence in the brand? when you think of this brand, what (products, qualities, attributes, people, life

19、styles, etc.) do you connect with it? do you link this brand to positive experiences? what is the personality of the brand? of whom does it remind you? do you like this person/brand personality? what is the brand image? what does it symbolize or stand for? can you see yourself or your friends using

20、this brand? do you connect personally with the brand image? prentice hall, 200919-11 copy testing message development research during execution: concurrent testing posttesting: after execution research prentice hall, 200919-12 companies that conduct research and perform diagnostic methods to identif

21、y an ads strong and weak points: ameritest: brand linkage, attention, motivation, communication, flow of attention and emotion through the commercial ars: persuasion, brand/ad recall, communication diagnostic research: brand recall, main idea, attribute statements (importance, uniqueness, believabil

22、ity) ipsos-asi: recall, attention, brand linkage, persuasion, (brand switch, purchase probability), communication mapes surveys the retail, media and product patterns of local market consumers; and provides software for analyzing media audience and marketing information data. prentice hall, 200919-1

23、9 advertising roi and media efficiency return on investment (cost to sales ratio) is hard to calculate because many factors affect sales. how do you determine if youre overadvertising or underadvertising? wearoutrecall stabilizes or declines and irritation increases until theres no or less response

24、(can be a combo of creative impact and media buying). media optimizationthe goal is optimum media performance getting the most impact for the investment. prentice hall, 200919-20 last, and perhaps most important, stage in the development of a campaign plan determines whether the campaigns message an

25、d media were effective measures the overall impact on the brand, but the pieces are still evaluated to determine their individual effectiveness. prentice hall, 200919-21 certain marketing communication functions such as public relations and sales promotion, do some things better than other areas. an

26、 integrated plan uses the best tools to accomplish the desired effect. principle: advertising is particularly effective in accomplishing such objectives as creating exposure, awareness, and brand image, and delivering brand reminders. prentice hall, 200919-22 key messagesurrogate effectsmeasurescomm

27、unication tools perceptionexposureadv media; pr, pop attentionadv; sales promo, packaging; pop interestadv; sp; pr, direct; pop relevanceadv; pr; direct; pop recognitionadv; pr, pkging; pop, specialties cognitiveunderstandingadv; pr; sales; direct recalladv; sp; pr, pop, specialties adv; pr; pkging

28、affective emotions and likingadv; sales promo, pkging; pop appealsadv; pr; sales; events/spnsrshps resonateadv; pr; events/spnsrshps persuasionattitudesadv; pr; direct preference/intentionadv; pr; sales; sales promo credibilitypr convictionpr; sales; direct motivationadv; pr; sales; sales promo bran

29、d assoc brand imageadv; pr, events/ spnsrshps actiontrialsp; sales; direct, pop purchasesp; sales; direct repeat purchaseadv; sp; sales; direct, specialties table 19:2message effectiveness factors prentice hall, 200919-23 the objective is to generate an immediate behavior response (transaction, buy)

30、 use toll-free numbers, mail- in coupons, web site or email address, an offer in the copy response is easy to measure in terms of effectiveness and roi. total responses divided by total mailed = response per thousand (rpm) prentice hall, 200919-24 may be necessary to evaluate both trade and consumer

31、 promotions payout analysis compares the costs of a promotion to the expected sales breakeven analysisfinds the point at which the total cost of the promotion exceeds the total revenues at the breakeven point, where 30,000 premiums are delivered at a cost of $45,000, the sales revenues exactly cover

32、, but do not exceed, total costs. below and to the left of the breakeven point (in the portion of the diagram marked off by dashed lines) the promotion operates at a loss. above and to the right of the breakeven point, as more premiums are sold and sales revenues climb, the promotion makes a profit.

33、 19-25prentice hall, 2009 prentice hall, 200919-26 measure the success in getting out the message in terms of output and outcomes output: materials produced and distributed; how many press releases ran input: acceptance and impact of materials; changes in public opinion content analysis: was coverag

34、e favorable? public opinion studies: have attitudes, behaviors, or knowledge changed? prentice hall, 200919-27 output objectives achieved production. number of pr messages, such as news releases or brochures, generated. distribution. number of media outlets (tv stations, newspapers) receiving pr pro

35、ducts. coverage. number and size of clips, column inches, or minutes of time or space. impressions. media placements multiplied by circulation or broadcast reach. advertising value. equivalent ad costs for time or space. content analysis. positive or valence (whether the story or mention seems to be

36、 more positive or negative), key messages (the idea in the story), sources, and prominence. outcome objectives achieved awareness. aided and unaided recall. attitudes. perceptions, preferences, and intent to buy. behavior. did target do what you wanted them to do? common measures of output and outco

37、mes in public relations prentice hall, 200919-28 traffic volume page views site visitors click-through rates ads sold as pay-per click cost per lead an attempt to measure roi using a conversion rate (percent of visitors who complete desired action) prentice hall, 200919-29 retail advertising b2b adv

38、ertising international advertising objective: generate store traffic simple counts of people at promotions and events objective: visibility participation counts at events, or “how-to” classes sign-up and fill-out forms objective: loyalty participation in frequency clubs or loyalty programs prentice

39、hall, 200919-30 retail advertising b2b advertising international advertising objective: generate response/sales leads lead count based on calls, emails, and cards returned to the advertiser objective: conversion ratesnumber of leads who make a purchase prentice hall, 200919-31 retail advertising b2b

40、 advertising international advertising difficult to evaluate because of the number of markets, distance, cost and variety of cultures. evaluation should focus initially on pretesting to help correct big problems (due to unfamiliarity with the culture, language or consumer behavior) before they occur

41、. prentice hall, 200919-32 its difficult to evaluate and estimate the impact of synergy. brand tracking can measure campaign effectiveness by adding and taking away ingredients, and studying the effects of those changes the challenge: look at the big picture rather than individual pieces and parts.

42、advertisers seek an evaluation method that brings all the individual metrics together to efficiently and effectively evaluate and predict communication effectiveness. prentice hall, 200919-33 visit the site ars group is a marketing research firm that helps clients evaluate and optimize the effective

43、ness of their advertising messages within individual touchpoints and across integrated marketing campaigns. discussion questions prentice hall, 200919-35 many creative people feel that formal copy testing research doesnt do justice to their ideas. in particular, they feel that research results are d

44、esigned to reward cognitive approaches and dont do a good job of evaluation for brand image ads and emotional ads. from what you have read in this chapter about copy testing, why do they feel that way? do you believe that is a legitimate criticism of copy testing? prentice hall, 200919-36 most clients want a quick and easy answer to the question of whether the ad works