Advertising and Sales Promotion

1. IRFAAN MEERA. E/ BBA/
ADVERTISING MANAGEMENT AND SALES
PROMOTION- UNIT V
By Irfaan Meera. E

2. IRFAAN MEERA. E/ BBA/
UNIT V
Control: Measurement of effectiveness – Ethics, Economics and Social
Relevance

3. IRFAAN MEERA. E/ BBA/
3

4. IRFAAN MEERA. E/ BBA/
ARGUMENTS FOR
MEASURING
4
O Avoiding costly mistakes
O Evaluating alternative strategies
O Determining if objectives are achieved

5. IRFAAN MEERA. E/ BBA/
ARGUMENTS FOR
NOT
MEASURING
5
O Cost
O Research problem
O Disagreement on what to test
O Objectives of creative
O Time

6. IRFAAN MEERA. E/ BBA/
CONDUCTING
RESEARCH
6
What to Test
O Source Factor
O Message variable
O Media strategies
O Budgeting decisions

7. IRFAAN MEERA. E/ BBA/
7

8. IRFAAN MEERA. E/ BBA/
TESTING PROCESS
8
O Concept Generation and Testing-
O Rough art, Copy and Commercial Testing-
O Finished Art or Commercial Pretesting
O Market testing of ads or Commercials
O Essentials of Effective Testing

9. IRFAAN MEERA. E/ BBA/
9

10. IRFAAN MEERA. E/ BBA/
TESTIN
G
1
0
Concept testing
O Focus group
O Mall intercept

11. IRFAAN MEERA. E/ BBA/
Rough art, Copy and Commercial Testing-
O Comprehension and Reaction Test
O Consumer Juries
O Halo Test
1
1

12. IRFAAN MEERA. E/ BBA/
1
2

13. IRFAAN MEERA. E/ BBA/
1
3

14. IRFAAN MEERA. E/ BBA/
FINISHED ART OF COMMERCIAL
PRETESTING
1. Pretesting Finished Print-ads
O Portfolio test
O Readability test
O Dummy Advertising Vehicles

15. IRFAAN MEERA. E/ BBA/
1
5

16. IRFAAN MEERA. E/ BBA/
PRETESTIN
G
1
6
2. Pretesting Finished Broadcast ads
O Theatre test
O On-air test
O Physiological measures
O Brain waves
Alpha activity
Hemispheric Lateralization

17. IRFAAN MEERA. E/ BBA/
1
7

18. IRFAAN MEERA. E/ BBA/
POST-TESTING
1
8
of Print-ads
O Inquiry tests
O Recognition tests
O Recall tests

19. IRFAAN MEERA. E/ BBA/
1
9

20. IRFAAN MEERA. E/ BBA/
2
0

21. IRFAAN MEERA. E/ BBA/
2
1

22. IRFAAN MEERA. E/ BBA/
POST-TESTING
2
2
of Broadcast commercials
O Day after recall tests
O Persuasive measures-
O Diagnostics
O Comprehensive measures
O Test marketing
O Single-source tracking studies
O Tracking Print/Broadcast ads

23. IRFAAN MEERA. E/ BBA/
2
3

24. IRFAAN MEERA. E/ BBA/
WHERE TO TEST ?
2
4
O Laboratory test
O Field Test

25. IRFAAN MEERA. E/ BBA/
HOW TO TEST ?
2
5
Follow PACT principles
O Relevant to objectives
O agreement on how results
O Provide multiple measures
O Be based on a model
O Consider multiple versus single exposure to the
stimulus
O Require alternative executions
O Provide controls to avoid biasing effects
O Take into account basic considerations
O Demonstrate reliability and validity

26. IRFAAN MEERA. E/ BBA/
ESSENTIALS OF EFFECTIVE
TESTING
2
6
O Establish Communication Objective
O Use a consumer response model
O Use both pretests and posttests
O Use multiple measures
O Understand and implement proper
research

27. IRFAAN MEERA. E/ BBA/
2
7

28. IRFAAN MEERA. E/ BBA/
CONCLUSION
2
8
O Research to measure the effectiveness is
important to the IMC program.
O Not enough companies systematically test
their programs.
O Problems exist with current research
methodologies.
O A variety of research methods—including
pretesting and post testing can be
undertaken
O It is important that effectiveness measures
are linked to campaign objectives.

29. IRFAAN MEERA. E/ BBA/
THANK YOU