Communication is really the core of the marketing function. Communication should describe the list of the benefits associated with the product or service offered by the company. Marketers establish objectives for their marketing and communication programs. With those objectives, marketers have the opportunity to evaluate and measure the integrated marketing communication (IMC) process within the company. The important thing to remember is that marketers must compile measurable goals and objectives. To state that your objective is to increase sales does not provide a measurable outcome. On the other hand, a measurable objective is more precise by including criteria to meet (e.g., measures) as well as a timeframe in which to complete it. For instance, the following objective contains measurable components: Increase sales by 5% during the first quarter. Marketers tend to utilize three broad forms of evaluative measures, which are as follows:
Message evaluation techniques: These types of measurements ask the evaluator to review the
message and physical design of the advertisement. This can involve emotional, attitudinal, and
behavioral evaluations.
Online evaluation metrics: These types of measurements ask the evaluator to review online
advertising and marketing campaigns. This type of evaluation provides additional measurement tools
that are not available with traditional advertising.
Respondent behavior evaluations: These types of evaluations measure the customers’ actual buying actions.
Analytics
One popular method of determining the effectiveness of online advertisements involves the use of analytics. Analytics is a service used to track various user (consumer) data associated with one specific online advertisement in one specific location. Probably one of the most popular analytics available is Google Analytics. The purpose of capturing and recording analytics is to quantify the exposure of an advertisement. For instance, analytics can provide the number of visitors to a Web page and even the number of clicks on the features within a Web page (including advertisements). Then, the marketing team can compare those exposure numbers to any subsequent sales numbers, consumer traffic, or any other metrics that the team decides to observe. UNIT VIII STUDY GUIDE Evaluating and Measuring a Marketing Campaign MAR 3271, Advertising 2 UNIT x STUDY GUIDE Title The industry provides several different types of data for marketers to consider. The options are nearly limitless. With so much data available and so many different ways to establish metrics, the most important skill to master is how to appropriately interpret the data. The right data that is in the wrong hands can quickly turn into a tangled web of inappropriate decisions.
Domino’s: Evaluating Marketing Programs The executives at Domino’s used several of these evaluative measures after deciding that they needed to develop a new brand identity for their pizza. Through this measurement process, they understood that their strengths included their fast and efficient pizza delivery, and their weaknesses were the poor taste of the pizza products. The video below describes how Domino’s approached a decision to change, and the video depicts how Domino’s then communicated that change. As you watch the video, think about the process they utilized to perform the evaluation, which led them to a decision to make a change. Was it a sound process? Take a look at how they attempted to develop a new brand identity. Are the methods they utilized to develop a new brand identity effective? Will it accomplish what they are trying to achieve? If you were a member of the marketing team at Domino’s, what additional strategies would you recommend? Click here to access the video about Domino’s. Advertising tracking research is a common method used by marketers in evaluating advertisements. Basically, this method measures the effectiveness of the advertisement over time, while also comparing it to the competition’s advertising effectiveness. The measurement occurs by first establishing a set of criteria. For example, the criteria can include factors such as likeability, degree of message recall, and the degree of campaign recall. After the advertisement has been presented to the target market for a designated amount of time, the marketing team will evaluate the advertisement based on the criteria and determine if it was effective. Based on the results of the evaluation, the marketing team can make a decision about how to proceed. Another area that has gained momentum over the past few years is that of cognitive neuroscience testing. This is the process of analyzing consumers’ brain waves and brain activity after the consumers have been presented with certain advertisements. The purpose of this type of testing is to identify how consumers react and respond to certain stimuli. For instance, the test can provide evidence that suggests what type of emotional response a consumer is experiencing after viewing an advertisement. Such tests can provide answers to questions, such as which colors tend to provoke happiness, which sounds tend to stimulate excitement, and which emotional response is likely to lead to buying behavior. Understanding the effectiveness of each advertisement will provide marketers with the ability to review and correct advertisements that are not effective. This ensures a good use of the scarce marketing dollars. The purpose of any advertising or marketing campaign should always be to resolve some sort of business need, problem, or goal. Earlier in the lesson, an example of a measurable objective was provided: Increase sales by 5% during the first quarter. Such an objective supports a business goal to increase sales, which supports the business “need” to generate more revenue.
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