1Evaluation of EffectivenessEvaluation of EffectivenessChapter 19Chapter OutlineChapter OutlineI. Chapter Key PointsII. Evaluating EffectivenessIII. Stages of Copy TestingIV. Media EvaluationV. Campaign and IMC EvaluationKey PointsKey Points• Demonstrate that you understand why and how advertising evaluation is conducted• List and explain the stages of copy testing• Identify the key areas of media evaluation• Discuss how campaigns and IMC programs are evaluated2Evaluating EffectivenessEvaluating Effectiveness1.Developmental Research3.PosttestingResearch2.Concurrent Research4.Diagnostic ResearchFactors to be EvaluatedFactors to be Evaluated• Communication effects• Sales impactCopyCopy--testing Servicestesting Services• Developed norms for product categories3MapesMapesand Ross: Measuring and Ross: Measuring Effectiveness Through EvaluationEffectiveness Through EvaluationVisit the SiteStages of Copy Testing:Stages of Copy Testing:Message Development ResearchMessage Development Research• Message strategy• Concept testing• Pretesting• DiagnosticsStages of Copy Testing:Stages of Copy Testing:Concurrent TestingConcurrent Testing• Tracking studies– Attitude tests– Wave analysis– Consumer diaries– Pantry checks– Test marketing4A BrandA Brand--Tracking FrameworkTracking FrameworkFigure 19.1Stages of Copy Testing:Stages of Copy Testing:PosttestingPosttesting• Memory tests• Persuasion tests• Likability tests• Inquiry tests• Scanner research• Single-source researchVideo SnippetHow Motorola used research to measure successThe Advertising Research Foundation:The Advertising Research Foundation:Improving Industry ResearchImproving Industry ResearchVisit the Site5Media Evaluation:Media Evaluation:Evaluating Audience ExposureEvaluating Audience Exposure• Check estimates in media plan against vehicle performance• Critical evaluation is whether reach and frequency objectives were obtainedMedia Evaluation:Media Evaluation:Media EfficiencyMedia Efficiency• Return on investment• Wearout• Media optimizationCampaign and IMC EvaluationCampaign and IMC Evaluation• Last stage in the development of a campaign plan• Determines whether the campaign was effective6Direct ResponseDirect Response• Evaluate ads containing elements that can be returned by using direct-response countsSales PromotionSales Promotion• May be necessary to evaluate both trade and consumer promotions• Payout plan• Breakeven analysisA Sales A Sales Promotion Promotion Breakeven Breakeven AnalysisAnalysisFigure 19.27Public RelationsPublic Relations• Examine the success of the program in getting the message out to the target in terms of output and outcomesDecision Analyst, Inc.: The Global Decision Analyst, Inc.: The Global Leader in Analytical Research SystemsLeader in Analytical Research SystemsVisit the SiteIMC ConsistencyIMC Consistency• Content analysis• Mystery shopping• Phantom phone calls8Retail AdvertisingRetail Advertising• Generate store traffic• Visibility• LoyaltyB2B AdvertisingB2B Advertising• Lead count based on calls, e-mails, and cards returned to the advertiser• Conversion ratesInternational AdvertisingInternational Advertising• Evaluation should focus on pretesting• Helps correct major problems before miscommunication9LovinLovin’’It At McDonaldIt At McDonald’’s Agains AgainVisit the SiteDiscussion QuestionsDiscussion QuestionsDiscussion Question 1Discussion Question 1• Research professionals recommend using focus groups to help develop a campaign strategy or theme, but many are opposed to using focus groups to choose finished ads for the campaign.– Is this advice contradictory? Why or why not?10Discussion Question 2Discussion Question 2• Many creative people feel that formal copy-testing research doesn’t do justice to their ideas• In particular, they feel that research results are designed to reward cognitive approaches and don’t do a good job of evaluation for brand image ads and emotional ads.– From what you have read in this chapter about copy testing, why do they feel that way?– Do you believe that is a legitimate criticism of copy testing?Discussion Question 3Discussion Question 3• Most clients want a quick and easy answer to the question of whether the ad works.• Advertising professionals, however, tend to believe that a one-score approach to copy testing is not appropriate.– Why would they feel that way? – If you were helping an agency prepare for a presentation on its copy-testing results, what would you suggest the agency say to explain away the idea that you can evaluate an ad with a single test?Discussion Question 4Discussion Question 4• In the dot.com craze of the late 1990s, new Internet companies emerged almost daily.• What types of strategic or evaluative research do you think many of these companies conducted, if any? • Do you believe research would have helped any of these companies make decisions that might have helped them survive the dot.com crash? Why or why not? • What particular decisions might have been