Evaluation of Effectiveness
description
Transcript of Evaluation of Effectiveness
![Page 1: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/1.jpg)
Evaluation Evaluation of of
EffectivenessEffectiveness
Chapter 19
![Page 2: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/2.jpg)
19-2
Evaluation of EffectivenessEvaluation of Effectiveness
What is the purpose of this
phase of advertising campaign
planning?
![Page 3: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/3.jpg)
19-3
Methods of Evaluation ResearchMethods of Evaluation Research
1.
Developmental Research
3.
Posttesting Research
2.
Concurrent Research
4.
Diagnostic Research
![Page 4: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/4.jpg)
19-4
Evaluation ComponentsEvaluation Components
• The affect of the
communication
on the receiver
• The effect of the
communication
on Sales
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
![Page 5: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/5.jpg)
19-5
Copy TestingCopy Testing
• Message strategy
• Concept testing
• Pretesting
• Diagnostics
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
![Page 6: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/6.jpg)
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
![Page 7: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/7.jpg)
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
![Page 8: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/8.jpg)
19-8
Media EvaluationMedia Evaluation
• Check estimates against actual
vehicle performance
• Determines whether reach and
frequency objectives were obtained
• Evaluates GRP and CPM
![Page 9: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/9.jpg)
19-9
Media EfficiencyMedia Efficiency
• ROI
• Wearout
• Optimization
Creation/Running vs Revenue
Lack of or no response
Dollars spent vs greatest impact
![Page 10: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/10.jpg)
19-10
Campaign EvaluationCampaign Evaluation
• Last stage in the development
of a campaign plan
• Determines whether the
campaign was effective
![Page 11: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/11.jpg)
19-11
Direct ResponseDirect Response• Evaluate ads containing elements that
can be returned by using direct-response counts
![Page 12: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/12.jpg)
19-12
Sales PromotionSales Promotion
• Sales
• Response rates
• Awareness
• Redemption rates
![Page 13: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/13.jpg)
19-14
Public RelationsPublic Relations
Changes in• Awareness• Attitude change• Behavior change
![Page 14: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/14.jpg)
19-15
Retail AdvertisingRetail Advertising
• Increase in
store traffic
• Visibility
• Loyalty
![Page 15: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/15.jpg)
19-16
B2B AdvertisingB2B Advertising
• Leads generated
• Conversion rates
![Page 16: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/16.jpg)
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?
![Page 17: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/17.jpg)
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?
![Page 18: Evaluation of Effectiveness](https://reader037.fdocuments.us/reader037/viewer/2022102819/5681434a550346895dafc36c/html5/thumbnails/18.jpg)
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?