Campaign Critique

BUS302

Evaluating integrated marketing communication

effectiveness

Learning objectives

• Understand the sequence of advertising effects.

• Understand the measures of recognition and recall.

Essentials of effective evaluation

• To remain relevant (gain influence and resources), marketers need to measure their performance.

• No single research tool will provide all of the measures to validate the effectiveness of a campaign; therefore a suite of tools is used.

• The measures should look to enhance brand equity (brand awareness and image), and the effect the campaign has on consumers’ attitudes and behaviour towards the brand.

Marketing communication

objectives are varied

Measurements cannot be done under

controlled experimental conditions

There is no agreement on how marketing

communications works

Campaigns use different media, which have

varying effectiveness

Consumers are not passive receptors of

information

Why is researching the effectiveness of an IMC

campaign difficult?

What activities should be

evaluated?

At what time during the campaign

should the evaluation happen?

Where should the IMC campaign be

evaluated?

How should the evaluation be conducted?

The evaluation process

Testing the entire IMC campaign

Testing advertising development

• To ensure effectiveness, it is necessary to evaluate the development of advertisements.

• Evaluation of the concept:

• use of focus groups

• ethnographic research.

• Rough art, copy and commercial evaluation:

• knowledge and response tests

• consumer juries.

Testing broadcast advertising

Pre-testing finished broadcast advertisements:

• physiological research

• theatre tests

• on-air tests.

Post-test of broadcast advertising:

• on-line testing

• day-after recall test

• measures of persuasion

• single-source tracking studies

• econometrics.

Testing of print advertising

Pre-test of finished print advertisements:

• portfolio tests

• readability tests

• dummy advertising vehicles

Post-test of print advertisements:

• recognition tests

• enquiry tests

• recall tests.

The future of evaluation

• Digital technology is rapidly becoming the tool of choice for evaluating online and traditional promotions.

• Some digital methods of evaluation include:

• mobile marketing

• social media monitoring

• digital attribution measurement.

Relevance of marketing

• To show relevance, marketers should establish the following credentials.

• Provide an insight into future opportunities.

• Create differentiation and brand equity, leading to loyalty.

• Give customers a voice in company decisions.

• Use resources effectively.

• The processes leading to the development of marketing objectives should be of a high quality (such as research, briefs and strategy development).