Chapter 15: Evaluating an Integrated Marketing Program

Five Levels to analyze an IMC program
1. Short-term outcomes
2. Long-term results
3. Product-specific awareness
4. Awareness of the overall company
5. Affective responses
studied to see if consumers like the basic structure of an ad
Test market
can be used to measure the quality and impact of an ad or promotion
Concept testing
examines the actual content of the ad and the impact that content has on potential customers
Two common testing instruments
1. Comprehension tests
2. Reaction tests
used when the marketing piece is finished or in its final stages of development prior to production
Two most common copytesting techniques
1. Portfolio test
2. Theater test
Portfolio test
display of a set of print ads, one of which is being evaluated
Theater test
display of television ads, including the one being evaluated
Comprehension test
participants are asked the meaning of a marketing communication piece
Reaction test
discover overall positive or negative feelings toward a marketing piece
Mall intercept technique
where shoppers in a mall are stopped and asked to evaluate an item, which is mixed in with other coupon or marketing tools
Recall tests
involve asking an individual to recall what ads he or she vied in a given setting or time period
Day-After-Recall (DAR) test
most common recall test. participants are called by phone the day after the advertisement first appears
Unaided recall
subjects are not given any prompts or memory jogs
Aided recall method
consumers are prompted by being told the product category and, if necessary, names of specific brands in that category
Recognition test
format in which individuals are given copies of an ad and asked if they recognize it or have seen it before
factors that affect the degree of recognition of an ad
1. Size of the advertisement in print media
2. Whether the consumer uses the brand
3. Whether the ad is like or deemed interesting
Attitude tests
deal with both the cognitive and affective reactions of an ad
Emotional ads
based on the idea that ads which elicit positive emotions are more likely to be remembered, and develop positive attitudes
Warmth monitor
measures emotions by asking consumers to manipulate a joystick while watching a commercial
Three primary physiological arousal test
1. Psychogalvanometer
2. Pupillometric meter
3. Psychophysiology
measures perspiration levels, the more someone perspires the more emotionally aroused they are feeling
Pupillometric meter
measures pupil dilation, greater the dilation suggests more an emotional response
brain-image measuring process, greater brain activity indicates emotional arousal
Test markets
cost-effective methods to analyze and make changes in marketing efforts before millions of dollars are spent on something that will not accomplish the intended objectives
Purchase stimulation tests
ways in which consumers can be asked if they would be willing to buy products
How IMC programs should be assessed
1. domestic results
2. results in other countries
3. as an overall organization