Evaluation Evaluation of of

EffectivenessEffectiveness

Chapter 19

19-2

Evaluation of EffectivenessEvaluation of Effectiveness

What is the purpose of this

phase of advertising campaign

planning?

19-3

Methods of Evaluation ResearchMethods of Evaluation Research

1.

Developmental Research

3.

Posttesting Research

2.

Concurrent Research

4.

Diagnostic Research

19-4

Evaluation ComponentsEvaluation Components

• The affect of the

communication

on the receiver

• The effect of the

communication

on Sales

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19-5

Copy TestingCopy Testing

• Message strategy

• Concept testing

• Pretesting

• Diagnostics

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19-6

Concurrent TestingConcurrent Testing

• Tracking Results

• Attitude tests

• Wave analysis

• Consumer diaries

• Pantry checks

• Test marketing

Favorable/Unfavorable

Pre/Post design

Record activities

View products used

Test cities

19-7

Post-testingPost-testing• Memory tests

• Persuasion tests

• Likability tests

• Inquiry tests

• Scanner

• Single-source

Recognition, Recall

Attitude change

Liked/Disliked

Responses to ad

Check out scanners

Matched groups

19-8

Media EvaluationMedia Evaluation

• Check estimates against actual

vehicle performance

• Determines whether reach and

frequency objectives were obtained

• Evaluates GRP and CPM

19-9

Media EfficiencyMedia Efficiency

• ROI

• Wearout

• Optimization

Creation/Running vs Revenue

Lack of or no response

Dollars spent vs greatest impact

19-10

Campaign EvaluationCampaign Evaluation

• Last stage in the development

of a campaign plan

• Determines whether the

campaign was effective

19-11

Direct ResponseDirect Response• Evaluate ads containing elements that

can be returned by using direct-response counts

19-12

Sales PromotionSales Promotion

• Sales

• Response rates

• Awareness

• Redemption rates

19-14

Public RelationsPublic Relations

Changes in• Awareness• Attitude change• Behavior change

19-15

Retail AdvertisingRetail Advertising

• Increase in

store traffic

• Visibility

• Loyalty

19-16

B2B AdvertisingB2B Advertising

• Leads generated

• Conversion rates

19-18

Discussion QuestionDiscussion Question

• Research professionals recommend using focus groups to help develop a campaign strategy or theme, but many are opposed to using focus groups to choose finished ads for the campaign.• Is this advice contradictory? Why or why

not?

19-19

Discussion QuestionDiscussion Question• Most clients want a quick and easy

answer to the question of whether the ad works.

• Advertising professionals tend to believe that a one-score approach is not appropriate.• If you were helping an agency prepare

for a presentation regarding campaign effectiveness, what would you suggest the agency say to the client that a one score approach is not valid?

19-20

Discussion QuestionDiscussion Question• In the dot.com craze of the late

1990s, new Internet companies emerged almost daily.

• What types of strategic or evaluative research do you think many of these companies conducted, if any?

• Do you believe research would have helped any of these companies make decisions that might have helped them survive the dot.com crash?