Evaluation of Effectiveness
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Transcript of Evaluation of Effectiveness
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Evaluationof Effectiveness
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ADVERTISING IMPACT: DOES IT WORK?Evaluating EffectivenessStages of EvaluationMeasuring Responses
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Evaluating Effectiveness
…If you can’t measure it, you can’t manage it.
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Types & Stages of Evaluation
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Measuring Responses
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WHAT IS MESSAGE EVALUATION?
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Copytesting
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Message Development ResearchConcept TestingPretestingDiagnostics
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Message Development ResearchConcept TestingPretestingDiagnostics
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Message Development ResearchConcept TestingPretestingDiagnostics
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Message Development ResearchConcept TestingPretestingDiagnostics
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During Execution: Concurrent Testing
Coincidental SurveysAttitude TestsTracking StudiesTest Markets
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Post-Testing: After-Execution Research
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Attention
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Engagement
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Comprehension
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Memory
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Brand Linkage
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Emotion
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Likability
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Persuasion
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Inquiry
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Scanner Research
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MEDIA EVALUATIONEvaluating Audience ExposureROI & Media Efficiency
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Evaluating Audience Exposure
Out-of-Home MediaNew Media
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ROI & Media EfficiencyMedia OptimizationWearout
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EVALUATING IMC TOOLS, CAMPAIGNS & PROGRAMS
Marcom ToolsSpecial Advertising SituationsCampaign & Program Evaluation
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Marcom Tools
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Marcom Tools
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Marcom Tools
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Marcom Tools
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Marcom Tools
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Marcom Tools
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Special Advertising Situations
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Campaign & Program Evaluation
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Campaign & Program Evaluation
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Campaign & Program Evaluation
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