The document discusses the importance of measuring the effectiveness of promotional programs within marketing, outlining various research tools like surveys and tests to evaluate performance. It also highlights ethical considerations in advertising, sales promotion, and direct marketing, emphasizing the need for truthful communication and protection of consumer privacy. Finally, it addresses the social implications of marketing communication, advocating for responsible practices, especially in targeting vulnerable groups like children.

1. Monitoring, Evaluation & Control
in IMC
UNIT – 8

2. Measuring effectiveness of
Promotional Program
• Measuring the effectiveness of the promotional
program is a critical element in the
promotional planning process.
• Research allows the marketing manager to
evaluate the performance of specific program
elements and provides input into the next
period’s situation analysis.

3. Why to measure effectiveness of
promotional program?
• To avoid mistakes in making promotion
strategy
• To evaluate the alternative promotion
strategies
• To increase the efficiency of advertising
• To attain greater ROI [return on investment]
• To find ways to engage the consumers better

4. How to measure effectiveness of
promotional program?
• Effectiveness of promotional programs can be
measured through various research tools like:
1. Secondary data research
2. Customer survey:
a. In Depth interviews, one to one with
customers who belong to their target segment
b. Focus Group interviews, to void time taking
one to one interviews, group interviews may
be conducted

5. How to measure effectiveness of
promotional program?
3. Association tests: customers may be asked
what comes to their minds when they think
about some object, animal etc. the marketers
can use this in advertizing later on.

6. How to measure effectiveness of
promotional program?
4. Projective techniques:
a. Completion and interpretation tasks: to gain
an understanding of consumer’s feeling by
using incomplete story, like a image story to be
completed by the customers.
b. Comparison tasks: in this the customers are
asked to personify brands as people, animal,
flower etc. this helps in understanding the
image of the brand in customer’s mind

7. How to measure effectiveness of
promotional program?
5. Descriptive studies: these are statistical
studies, data generated from these studies are
used for making IMC decisions directly.
6. Field experiments and brand recall tests: in
this the customers are asked to recall as to how
when did they see a particular advertisement
and where [TV, Newspaper, Internet etc]

8. Social and Ethical aspects of
advertizing

9. Ethical aspects of Promotion
Ethics and Advertizing:
• Marketers shouldn’t advertize products that are
unsafe
• Marketers shouldn’t advertise products that will
not get approval from the government
• Advertisements should not be offensive or
sexually explicit
• Complete and true information about a product
must be given in ads.
• Ads showing dangerous stunts should be
accompanied with a warning so that people don’t
imitate it

10. Ethical aspects of Promotion
Ethics and Sales Promotion:
• Marketers shouldn’t organize the games,
contest and lucky draws etc in a fair manner
• The promotional gifts etc should have value
and significance for the customers
• Price should not be deliberately hiked to give
discount. This is like cheating the customers.

11. Ethical aspects of Promotion
Ethics and Direct Marketing:
• Customers personal information like email,
contact number, address etc should be
protected by the company
• Customer’s privacy should be maintained
• Message in marketing communication must be
clear and shouldn’t lead to any ambiguity
• Terms and conditions of purchase should be
clearly conveyed to the customers

12. Ethical aspects of Promotion
Ethics and Personal Selling:
• The sales persons and intermediaries shouldn’t
be given any undue gifts etc to malign
competitors brand
• Sales personnel should not hide information
regarding price, after sales service etc from the
customers
• Sales personnel should not give any bribe or
undue gifts to the customers to create urgency
is deal closing

13. Ethical aspects of Promotion
Ethics and Public Relations:
• Marketers should provide correct information
about their organization to the public
• Should not indulge in false publicity and
propaganda
• Should not pay gifts and bribe to media agency
for showing the competitor in a bad light etc.

14. Social Perspective of Promotion and
Advertizing
• Marketing communication impacts the
consumption, lifestyle, values and ultimately
the behaviour of the society
• Marketing communication should not result in
manipulation of the society by arousing a state
of ‘dissatisfaction’ or ‘artificial needs’ so that
customers end up purchasing the products that
they do not need

15. Social Perspective of Promotion and
Advertizing
• Marketing communication should not be
targeted towards children in order to undue
influence them or manipulate them to
influence their behaviour towards the product.
• Marketers should not employ methods where
children force their parents to buy products
• Marketers need to be honest, fair and
respectful while dealing with children and
customers.