Ch. 19 Measuring the Effectiveness of Promotional Programs

Reasons to Measure Effectiveness Avoiding costly mistakes Evaluating alternative strategies Increasing the efficiency of advertising in general Reasons Not to Measure Effectiveness Cost Research problems Disagreement on what to test The objections of creative Time

Conducting Marketing Research to Measure Effectiveness

What to Test

-- Communication factors

-- Behavioral factors

When to Test

Conducting Marketing Research to Measure Effectiveness (cont.)

Where to Test

How to Test: Essentials of Effectiveness Testing

Conducting Marketing Research to Measure Effectiveness (cont.)

Communication Factors Behavior Factors

Pretests

Focus groups Checklists Split-run Readability

Physiological Direct mail Theater On-the-air

Test marketing Single-source

Concurrent

Recall Attitude

Tracking Coincidental

Single-source Diaries Pantry checks

Posttests

Readership Recall Awareness

Attitude Association Audience assessment

Single-source Split-cable Inquiry Sales counts

Measuring Effectiveness of Promotional Program Elements

Perception Research Services, Inc.

McCollum Spielman Worldwide

Competitive Media Reporting

The PreTesting Company, Inc.

Gallup & Robinson TransWestern

Publishing

Package design; out-of home media; P-O-P displays; logos; corporate identity

Impact of celebrity presenters

Business-to-business advertising; media effects

Package design; P-O-P displays; billboards; direct mail

Radio advertising recall; trade show exhibit measures

Telephone directory advertising effectiveness