This document discusses methods for monitoring, evaluating, and controlling integrated marketing communication (IMC) programs. It outlines various testing methods that can be used at different stages, including pre-testing, post-testing, laboratory tests, field tests, and more. It also discusses evaluating messages through approaches like concept testing, copy testing, recall tests, and recognition tests. Finally, it provides recommendations for establishing quality evaluation criteria and evaluating the overall success of the IMC program.

1. Monitor, evaluate and
control IMC Program
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2. Match Method with IMC Objective
Pre-testing Post-testing
Laboratory Field
Consumer Juries Dummy Ad Recall
Portfolio Tests Vehicles Tests
Tracking Association
Physiological On-air Tests Studies Measures
Measures
Theater Tests Methods
Rough Tests
Recognition Single-
Concept Tests
Tests Source
Readability Tests Systems
Comprehension and Inquiry
Reaction Tests Tests

3. Match Method with IMC Objective
▪ Levels of Analysis:
▪ Short-term outcomes (sales, redemption rates)
▪ Long-term results (brand awareness, loyalty and equity)
▪ Product-specific awareness
▪ Corporate Awareness
▪ Affective Responses (like/dislike)
▪ Storyboarding to develop
Message ▪ Test in focus group
Evaluations ▪ Market Test

4. MESSAGE EVALUATIONS - Approaches
▪ CONCEPT TESTING:
▪ Focus on content of ad and impact thereof on customer
▪ Usually Focus Groups
▪ COPY TESTING
▪ Used when piece is near finished, prior to production
▪ PORTFOLIO TEST: display print ads
▪ THEATRE TEST: display TV ads
▪ Mall intercept technique (pre-test)

5. MESSAGE EVALUATIONS - Approaches
▪ RECALL tests:
▪ What do you recall over a span of time as well as information about the ad(s)
that they remember
▪ Day-after recall (DAR)
▪ Unaided recall
▪ Aided recall
▪ RECOGNITION tests:
▪ Give copy of ad and ask if they recognize or have seen it before
▪ Attitude and Opinion
▪ Emotional Reaction
▪ Physiological Arousal
▪ Persuasion

6. EVALUATION CRITERIA
Establish Quality Evaluation Criteria
such as PACT (positioning advertising copy-testing)
▪ Should be relevant to objectives being measured
▪ Agreement on how the results will be used
▪ Use multiple measures to evoke more precise evaluations
▪ Test should be based on some theory or model of human behaviour
▪ Consider multiple exposures
▪ Validity necessitates that comparative tested ads are in the same stage of their
development process
▪ Adequate Controls to prevent biases and external factors
▪ Samples must be “representative”
▪ Tests should be Reliable and Valid (generalizable)

7. BEHAVIOURAL EVALUATIONS
▪ Sales and redemption rates
▪ Test Markets
▪ Purchase Simulation Tests

8. EVALUATING PR
▪ Count clippings (hits) – clipping services
Δ of company name count in relation to news release
activity
▪ Calculate number of impressions (hits) – subscriber count
within medium
▪ Advertising equivalence technique – find every place
company name mentioned in print and broadcast media
divided into the cost to produce if it was planned advert.

9. EVALUATING THE OVERALL IMC PROGRAM
▪ Peter Drucker identified goals that define overall well-being of a
company:
▪ Market Share
▪ Level of Innovation
▪ Productivity
▪ Physical and Financial Resources
▪ Profitability
▪ Manager performance and development
▪ Employee performance and attitudes
▪ Social Responsibility
▪ If these goals are being reached, the IMC plan is likely in good order.

10. Thank You!