4/24/2015

1

Evaluating IMC

Learning Objectives

• Discuss the role of evaluation as part of the IMC process.

• Recommend forms of pre and post-evaluation relevant to

differing IMC scenarios.

4/24/2015

2

Reminder: When will MC be effective?

Measurement, Evaluation and Control

• key part of the Marketing Communications process;

• should it be left until the end of a campaign?

• There is NO PERFECT MEASURE – evaluation measures

aid executive judgment!

• Evaluating a MC campaign = evaluating different elements

of the MC plan

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Role and Purpose of Evaluation

• ensure that communication objectives have been met;

• ensure that Communications strategy(ies) have been

effective;

• ensure cost efficiency;

• for guidance and development;

• also : prediction and evaluation;

• Inform whether IMC has been an effective approach.

Evaluation

• Efficiency – doing things right

• Effectiveness – doing the right things

• Economy – doing things within budget

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4

Planning Marketing Communications

(Fill)

4 dimensions of IMC (Lee & Park, 2007)

• Unified communications: communicate to create a clear, single

position in the target market & deliver a consistent message

through multiple channels.

• Differentiated communications to multiple groups: use hierarchy of

effects to create different campaigns targeting groups at different

stages of readiness.

• Database-centred communications: generate behavioural

responses through direct activities informed by information stored

in databases.

• Relationship fostering communications: retain customers 7 develop

LT relationships is a critical dimension of IMC.

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5

Implications

Lee and Park developed an 18 item scale to

measure these dimensions.

Problem – focus of their evaluation is on

consumers only – what about other stakeholders?

Might suggest a mix of qualitative and quantitative

indicators.

Access to Lee and Park, 2007

http://www.warc.com/Content/ContentViewer.aspx?ID=9a3114d

9-07db-49a5-84db-

dd5da6d1635a&q=Conceptualizing+and+measurement+of+mult

idimensionality+of+integrated+marketing+communications&Mas

terContentRef=9a3114d9-07db-49a5-84db-dd5da6d1635a

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Evaluation process

Typically covers 3 areas:

• Media

• Message

• Sales effect

Sales effects are difficult to capture:• The collective effect of variables in the marketing environment

• The uniqueness of individuals

• Lagged variables

• Cumulative effects

Evaluation Process

• Involves both pre and post testing of marketing

communications.

• Pre-evaluation : test concepts with focus groups;

consumer juries; readability and theater tests.

• Post-evaluation : no. inquiries; recall; recognition; sales

figures; image analyses; familiarity and favorability

scales.

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ALSO CAN BE INFORMED BY EARLY-

STAGE ANALYSIS OF TARGET AND BUYER

READINESS OR AWARENESS, INTEREST,

DESIRE, ACTION.

The advertising research framework

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Advertising research

To improve decision-making in each stage of the advertising

planning process

Supports the linkages between MC – marketing – business

strategies

Development of an advertising campaign

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Strategic advertising research

Elements studied and prepared in this stage are:

Product – USP, advertising platform and convincing arguments

Market – size ,shares, etc.

Environment – PESTLE

Tools used:

Desk research

Qualitative interviews

Communications audit

Management judgement tests.

Objectives of pre-testing

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Pre-testing techniques

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11

Direct opinion measurement

Limitations of pre-testing

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Post-testing techniques

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Post-testing limitations

Campaign evaluation research

Focus on brand-related effectiveness measures

Hierarchy of effects logic for effects measurements:

Top-of-mind awareness (TOMA) – awareness telephone test

Scale techniques to measure attitude change

Net promoter score

Activation measures

Behaviour tests

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14

Evaluation of the integration of MCs

The integration of MC exists on multiple levels:

• Promotional mix integration

• Promotional mix with marketing mix integration

• Creative integration

• Intra-organisation integration

• Inter-organisational integration

• Integration of communications

• Integration of corporate and product/brand

communications

• Geographical integration

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15

Evaluation Techniques

These will be dependent upon :

a) The objectives of the campaign: consider hierarchy of

effects;

b) Intended audience;

c) Types of communication tools and media employed.

Planning for evaluation

• agree in advance when and how IMC are to be both

measured and evaluated;

• take action if it is required - contingencies; use of

scenario planning;

• take action at the correct time - do not leave

measurement and evaluation until the end;

• prepare for crisis management!

4/24/2015

16

Quality of integration assessment

profile

The Reality of Evaluation

• theory suggests that it should be straightforward -

remember stages involved in effective Marketing

Communications;

• …however criteria for measuring the effectiveness of

objectives can be difficult; N.B. AIDA.

• often objectives do not exist or there are few, if any

contingencies available when things don’t go as

planned;

• SMART objectives and benchmarking can really help.

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17

Contingency

When Results are less than expected

• remember actual and potential costs;

• contingency depends upon ‘damage limitation’ required;

• management of reputation;

• Choices : stop communication (drastic?); change

communication; change packaging or price?; support with

additional communication; deliver what you communicate.

Implications

• Measureable gaps between image and customer

perception of brands based upon their experiences.

• Where expectations are exceeded the promise gap is

positive and where not met it is positive.

• These gaps will be reflected in the financial

performance of brands.

• How to use communications to encourage brand

advocacy and endorsement – may require more direct,

below the line communications integrated with engaging

above the line communications.

4/24/2015

18

Online communications

Easy to measure and evaluation?

Perhaps not accurate.....

Within an IMC how readily can the impact of WOM,

blogging and on-line PR be isolated?

Strong ethical issues related to cookies which are

heavily used in developing complex customer

profiles.....