Monitor, evaluate and control IMC

Program
DEFINE ADVERTISEMENT EFFECTIVENESS
Advertising effectiveness pertains to how well a company's advertising
accomplishes(achieve) the intended objectives.

Issues raised in effectiveness are reach, coverage , ability to motivate the customer to buy
products, relationship with sales .how much the advertisement is able to achieve the above
purpose is referred to as effectiveness of advertising

Measuring advertising effectiveness helps us to know how well the ad-campaign is

working and what worth company is getting after spending huge amount of money
on advertising, measuring ad-effectiveness helps to avoid costly mistakes, helps in
selecting best ad-copy and helps in reducing wastage in ad-expenses.

It is an attempt to measure whether the time, talents, and the treasure invested in the
creative activity has resulted in attaining the goals of profit maximization to the advertiser
and the maximization of satisfaction to the consumers.
WHY TO TEST THE AD EFFECTIVENESS/ REASONS TO
MEASURE EFFECTIVENESS OF AD:

1. Avoiding costly mistakes

2. Evaluating alternative strategies
3. Increasing the efficiency of advertising in general
4. Determining if objectives are achieved.
5. To make sound future decisions.
6. To impress upon the top management
7. To have a clear break- up picture.
8. To know the point of saturation
9. To keep in touch with the new trends
WHAT ARE THE PROBLEMS WITH MEASURING ADVERTISING
EFFECTIVENESS
1. Irrational consumer behaviour
2. Lack of widely acceptable scientific approach
3. The difficulties of determining consumer influences (multiple factors)
4. The validity and reliability of data gathered
5. Suitability of research methods & instruments used
6. Poor research skills & Sampling issues
7. Inadequate resources/funding
8. Cost of measurement
9. Problems with research
10.Disagreement about what to test
11.Objections of creative personnel
12.Lack of time
Pros and Cons of Measuring Effectiveness

Advantages Disadvantages

Avoid
Avoid costly
costly mistakes
mistakes Cost
Cost of
of measurement
measurement

Evaluate
Evaluate alternative
alternative Research
Research problems
problems
strategies
strategies

Increase
Increase efficiency
efficiency in
in Disagreement
Disagreement onon
general
general what
what to
to test
test

Determine
Determine ifif objectives
objectives are
are Objections
Objections of
of creatives
creatives
achieved
achieved

Time
Time
 Pretesting Methods

Laboratory Field
Consumer Juries Dummy Ad Vehicles

Portfolio Tests On-air Tests

Physiological Measures

Theater Tests

Rough Tests

Concept Tests

Readability Tests

Comprehension and
Reaction Tests
 Posttesting Methods

Recall
Recall Tests
Tests

Tracking
Tracking Association
Association
Studies
Studies Measures
Measures

Methods
Methods

Recognition
Recognition Single-Source
Single-Source
Tests
Tests Systems
Systems

Inquiry
Inquiry Tests
Tests
 Concept Testing

Explores consumers responses to ad

Objective
Objective concepts expressed in words, pictures, or
symbols

Alternatives are exposed to consumers who

match the target audience

Method
Method Reactions & evaluations sought through focus
groups, direct questioning, surveys, etc.

Sample sizes depend on the number of

concepts and the consensus of responses

Qualitative and/or quantitative data

Output
Output evaluating and comparing alternative
concepts
 Match Method with IMC Objective

Pre-testing Post-testing
Laboratory Field
Consumer Juries Dummy Ad Recall
Portfolio Tests Vehicles Tests
Tracking Association
Physiological On-air Tests Studies Measures
Measures
Theater Tests Methods
Rough Tests
Recognition Single-
Concept Tests
Tests Source
Readability Tests Systems
Comprehension and Inquiry
Reaction Tests Tests
Match Method with IMC Objective

Levels of Analysis:
Short-term outcomes (sales, redemption rates)
Long-term results (brand awareness, loyalty and equity)
Product-specific awareness
Corporate Awareness
Affective Responses (like/dislike)

Storyboarding to develop
Message Test in focus group

Evaluations Market Test

 MESSAGE EVALUATIONS - Approaches
CONCEPT TESTING:
Focus on content of ad and impact thereof on customer
Usually Focus Groups
COPY TESTING
Used when piece is near finished, prior to production
PORTFOLIO TEST: display print ads
THEATRE TEST: display TV ads
Mall intercept technique (pre-test)
 MESSAGE EVALUATIONS - Approaches
RECALL tests:
What do you recall over a span of time as well as information about the ad(s)
that they remember
Day-after recall (DAR)
Unaided recall
Aided recall

RECOGNITION tests:
Give copy of ad and ask if they recognize or have seen it before
Attitude and Opinion
Emotional Reaction
Physiological Arousal
Persuasion
 EVALUATION CRITERIA
Establish Quality Evaluation Criteria
such as PACT (positioning advertising copy-testing)
Should be relevant to objectives being measured
Agreement on how the results will be used
Use multiple measures to evoke more precise evaluations
Test should be based on some theory or model of human behaviour
Consider multiple exposures
Validity necessitates that comparative tested ads are in the same
stage of their development process
Adequate Controls to prevent biases and external factors
Samples must be representative
Tests should be Reliable and Valid (generalizable)
 BEHAVIOURAL EVALUATIONS
Sales and redemption rates
Test Markets
Purchase Simulation Tests
 EVALUATING PR
Count clippings (hits) clipping services
of company name count in relation to news release
activity

Calculate number of impressions (hits) subscriber count

within medium

Advertising equivalence technique find every place

company name mentioned in print and broadcast media
divided into the cost to produce if it was planned advert.
EVALUATING THE OVERALL IMC PROGRAM
Peter Drucker identified goals that define overall well-being of a
company:
Market Share
Level of Innovation
Productivity
Physical and Financial Resources
Profitability
Manager performance and development
Employee performance and attitudes
Social Responsibility

If these goals are being reached, the IMC plan is likely in good order.
Thank
You!