m

1. 16-1
Chapter Overview
• Evaluation should match IMCEvaluation should match IMC
Objectives.Objectives.
• Pre- and post-test analysisPre- and post-test analysis
• Levels of analysisLevels of analysis
• Short term outcomesShort term outcomes
• Long term resultsLong term results
• Product specific measuresProduct specific measures
• Brand measuresBrand measures
• Company measuresCompany measures
Promotion Evaluation
16
Prof. (Dr.) Kao Kveng Hong
PhD , D.Litt

2. 16-2
What can we learn from
advertising evaluation
research?
• Access the “published articles” andAccess the “published articles” and
“published data” sections of Decision“published data” sections of Decision
Analysts, Inc. Find one theoretical articleAnalysts, Inc. Find one theoretical article
under the “published articles” and aunder the “published articles” and a
research study under the “published data.”research study under the “published data.”
• Http://www.decisionanalyst.com
• What information from these articles wouldWhat information from these articles would
be useful to a business organization?be useful to a business organization?
• How could this information help a businessHow could this information help a business
or advertising agent create betteror advertising agent create better
advertisements and other marketingadvertisements and other marketing
communication pieces?communication pieces?
Discussion Slide
16

3. 16-3
• Concept testingConcept testing
• CopytestingCopytesting
• Recall testsRecall tests
• Recognition testsRecognition tests
• Attitude and opinion testsAttitude and opinion tests
• Emotional reaction testsEmotional reaction tests
• Physiological arousal testsPhysiological arousal tests
• Persuasion analysisPersuasion analysis
F I G U R E 1 6 . 1
Message Evaluation Techniques

4. 16-4
Concept Testing
• Aimed at content of a marketing pieceAimed at content of a marketing piece
• Often use focus groupsOften use focus groups
• Concept testing instrumentsConcept testing instruments
• Comprehension testsComprehension tests
• Reaction testsReaction tests

5. 16-5
Copytesting
• Used when marketing piece is finishedUsed when marketing piece is finished
or in final stagesor in final stages
• Portfolio testPortfolio test
• Theater testTheater test
• Focus groupsFocus groups
• Mall interceptMall intercept

6. 16-6
• Product name or brandProduct name or brand
• Firm nameFirm name
• Company locationCompany location
• Theme musicTheme music
• SpokespersonSpokesperson
• TaglineTagline
• Incentive being offeredIncentive being offered
• Product attributesProduct attributes
• Primary selling point of communication piecePrimary selling point of communication piece
F I G U R E 1 6 . 2
Items tested for recall

7. 16-7
Recall Tests
• Day-after recall (DAR)Day-after recall (DAR)
• Unaided recallUnaided recall
• Aided recallAided recall
• Respondent’s age affects recall scoresRespondent’s age affects recall scores
(scores decline with age)(scores decline with age)

8. 16-8
Sample Recall Test
30-Second TV Advertisement for Pet
Food
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Brand name Theme music Spokesperson Tagline Incentive Product
Attribute
Test Ad Competitor A Competitor B

9. 16-9
Sample DAR Test
30-Second TV Advertisement for Pet Food
9.4%
16.3%
18.3%
24.6%
8.5%
14.6%
21.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Males Females Pet
Owners
Dog
Owners
Ages 18-
35
Ages 36-
50
Ages 51+
Overall Recall 12.9%

10. 16-10
Recall Decay
Magazine Ad vs Television Ad
Source: Magazines Canada’s Research Archive
100% 100%
86%
65%
75%
43%
0%
20%
40%
60%
80%
100%
DAR Two days later Eight days later
Magazine Television

11. 16-11
Recognition Tests
• Respondents shown marketing piece.Respondents shown marketing piece.
• Good for measuring reaction,Good for measuring reaction,
comprehension and likability.comprehension and likability.
• Often used with recall tests.Often used with recall tests.

12. 16-12
Attitude and Opinion Tests
• Gauge respondents’ attitudes andGauge respondents’ attitudes and
opinions regarding promotional piecesopinions regarding promotional pieces

13. 16-13
Emotional Reaction Tests
• Used for material designed to solicitUsed for material designed to solicit
emotions.emotions.
• Difficult to measure emotions with questions.Difficult to measure emotions with questions.
• Warmth MonitorWarmth Monitor
• Physiological arousal testsPhysiological arousal tests
• Psychogalvanometer (perspiration level)Psychogalvanometer (perspiration level)
• Pupillometric test (dilation of pupil)Pupillometric test (dilation of pupil)
• Voice-pitch analysisVoice-pitch analysis

14. 16-14
Sample Graph from a Warmth Meter
30-Second TV Advertisement
Sample Ad Rating
Warmth Meter
Start 10 seconds 20 seconds 30 seconds
Target Audience
Total Audience
Ad section that elicited negative emotions

15. 16-15
INTEGRATED LEARNING EXPERIENCESTOP
• Examine how DiscoverWhy.comExamine how DiscoverWhy.com
evaluates advertisements through theirevaluates advertisements through their
virtual client room.virtual client room.
• Http://www.discoverwhy.com/product.html
• Examine the various methods used byExamine the various methods used by
Ipsos-ASI use to evaluateIpsos-ASI use to evaluate
advertisementsadvertisements
• Http://www.ipsos-asi.com/products.htm

16. 16-16
• SalesSales
• Redemption ratesRedemption rates
• Test marketsTest markets
F I G U R E 1 6 . 4
Behavioral Measures

17. 16-17
Difficulties in using behavioral data to
evaluate advertising
• Influence of other factors on behavior.Influence of other factors on behavior.
• Delayed impact of advertising.Delayed impact of advertising.
• Consumers change their mind in theConsumers change their mind in the
store.store.
• Whether brand is in evoked set.Whether brand is in evoked set.
• Goal of ad may be to build brand equity,Goal of ad may be to build brand equity,
not increase sales.not increase sales.

18. 16-18
• Changes in salesChanges in sales
• Telephone inquiriesTelephone inquiries
• Response cardsResponse cards
• Internet inquiriesInternet inquiries
• Direct marketing responsesDirect marketing responses
• Redemption rate of sales promotion offersRedemption rate of sales promotion offers
• Coupons, premiums, contests, sweepstakesCoupons, premiums, contests, sweepstakes
F I G U R E 1 6 . 5
Responses to Marketing Messages that can be Tracked

19. 16-19
Test Markets
• Used to assess:Used to assess:
• AdvertisementsAdvertisements
• Consumer and trade promotionsConsumer and trade promotions
• Pricing tacticsPricing tactics
• New productsNew products
• Cost effective method of evaluation prior to large-scaleCost effective method of evaluation prior to large-scale
launch.launch.
• Resembles actual situation.Resembles actual situation.
• Design test market to model full marketing plan.Design test market to model full marketing plan.
• Length of test market is a concern.Length of test market is a concern.
• Competitive actions must be considered.Competitive actions must be considered.

20. 16-20
• Develop an overall method of evaluatingDevelop an overall method of evaluating
your IMC plan.your IMC plan.
• Examine ways to evaluate individualExamine ways to evaluate individual
components of your IMC program suchcomponents of your IMC program such
as advertising, sales promotions, tradeas advertising, sales promotions, trade
promotions and direct marketing?promotions and direct marketing?
• Who will be responsible for theWho will be responsible for the
evaluation?evaluation?
Building Your IMC Campaign