This document discusses measuring the effectiveness of promotional programs in 3 key areas:
1. It outlines various methods for measuring promotional program effectiveness including source factors, message variables, media strategies, and budget decisions.
2. It examines when and where to test promotional programs - including pre-testing, post-testing, laboratory tests, and field tests.
3. It provides an overview of testing guidelines and appropriate tests to use at different stages of campaign development from concept generation through market testing.
Measuring Performance in Advertising EffectivenessPerformanceIN
The 'Measuring Performance in Advertising Effectiveness' session by Jorge Ruiz at Neo@Ogilvy which took place at Performance Marketing Insights NYC on March 13, 2013.
In this presentation, we will discuss about the importance and process of advertising research with various pros and cons.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
Measuring Performance in Advertising EffectivenessPerformanceIN
The 'Measuring Performance in Advertising Effectiveness' session by Jorge Ruiz at Neo@Ogilvy which took place at Performance Marketing Insights NYC on March 13, 2013.
In this presentation, we will discuss about the importance and process of advertising research with various pros and cons.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
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2. To understand reasons for measuring
promotional program effectiveness
To know the various measures used in assessing
Promotional program effectiveness
To evaluate alternative methods for measuring
promotional program effectiveness
To understand the requirements of proper
effectiveness research
3. Pros
Avoid costly mistakes Cost of measurement
Evaluate alternative Disagreement on what
strategies to test
Increasing the Lack of time
efficiency of Objections of creative
advertising in general personnel
Determining if Problems with research
objectives are achieved
Cons
4. What to test:
• Source factors
• Message variables
• Media strategies
• Budget decisions
When to test:
• Pre-Testing
• Post Testing
Where to Test:
• Laboratory tests
• Field tests
How to test:
• Testing guideline
• Appropriate tests
5. Rough
Concept Art, Copy, Pretesting Market
Generation And Of Finished Testing Of
And Testing Commercial Ads Ads
Testing
6. Conducted early in campaign development
To explore the targeted consumers response to a potential ad or
campaign i.e. Focus groups and mall intercepts
Limitations
• The results are not quantifiable
• Sample sizes are too small to generalize to larger populations
• Group influences may bias participants’ responses
• Consumers become instant “experts”
7. Comprehension and reaction tests
• Conveying meaning intended by assessing responses
Consumer juries
• Uses consumers to evaluate the probable success of an ad
Limitations
• Self-appointed expert
• Limited evaluation of the number of ads
• Halo effect
• Specific ad preferences overshadowing objectivity
8. Tests should use the
Requiring two similar
target audience to
measures to ensure
assess an ad’s
reliability
effectiveness
Consistency in
reliability and validity
9. Establish communications objectives
Use a consumer response model
Use both pre-tests and post-tests
Use multiple measures
Understand and implement proper research