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    Pb10mat+Imc Meet 9 (1)

    Uploaded by

    Hanike Putri

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    Pb10mat+Imc Meet 9 (1)

    Uploaded by

    Hanike Putri
    1 views17 pages

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    1 views17 pages

    Pb10mat+Imc Meet 9 (1)

    Uploaded by

    Hanike Putri

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 17

    Measuring the

    Effectiveness
    of the Promotional
    Program
    IMC MEET 9
    INTRODUCTION
    Measuring the eff ectiveness of promotional program
    is a critical element in IMC process. It allows
    manager to evaluate the performance of specific
    program elements.
    Why should we Measure
    Effectiveness?
    AVOIDING EVALUAT ING
    C O S T LY A LT E R N A T I V E
    MISTAKES ST RAT EGIES

    DETERMINING IF INCREASING
    OBJECTIVES ARE EFFICIENCY OF
    ACHIEVED ADVERTISING IN
    GENERAL
    Conducting Research to
    Measure Advertising
    Effectiveness
    01 What to Test

    02 When to Test

    03 How to Test
    What to Test
    SOURCE MESSAGE
    FACTORS VARIABLES

    BUDGETIN MEDIA
    G STRATEGIES
    DECISION
    When To Test
    • Test before running the ads
    PRETEST • Understand what is lacking

    • Determine if campaign’s objective is


    accomplished
    POSTTEST • Serve as input into the next period’s situation
    analysis
    Where to Test

    L A BO RAT O RY

    FIELD TESTS
    How to Test
    Position Advertising Copy Testing (PACT): Test how good our copy is by using 9
    principle
    How to Test
    Five guiding principles of Digital Measurement
    How to Test
    Concept Testing - Explores consumers’ responses to various ad
    concepts as expressed in woreds, picutres, or symbols. This test
    includes:
    • Comprehension and reaction tests - Test the understanding and
    reaction from consumers / test subjects
    • Consumer juries - Rate a selection of layouts or copy versions
    • A/B Testing - Testing of two versions of an ads or homepage to see
    which will be the more eff ective before launchin git.
    How to Test
    Pretesting of finished ads: Finished ads or comercial are tested
    before presented to market.
    • Print Messages:
    ⚬ Portfolio tests - testing the information the test subjects
    can recall
    ⚬ Readability tests - Testing human interest appeal of the
    material, length of sentences, and familiarity with certain
    words are also considered and correlated with the
    educational background of target audiences.
    How to Test
    Broadcast Ads:
    • Theater test - In theater tests participants are invited to view
    pilots of proposed TV programs.
    • On Air Tests - Some of the firms conducting theater tests also
    insert the commercials into actual TV programs in certain
    test markets.
    • Physiological Measures such as
    ⚬ Pupil dilation, Galvanic skin response, Eye tracking
    • Brain waves
    How to Test
    Posttest of Printed Ads
    • Inquiry test: filling out response cards
    • Recognition test: advertiser assess the impact of an ad in a
    single issue of magazine or printed materials.
    • Recall tests: measure recall of specific ads
    Inquiry Test
    How to Test
    Posttest of Broadcast Comercials
    • Day-After Recall Tests: method that enables the researcher to
    assess the eff ectiveness of an advertisement message (mainly
    TV) the day following its broadcast.
    • Single-source tracking studies: track the behaviors of
    consumers from the television set to the supermarket checkout
    counter. Participants in a designated area who have cable TV
    and agree to participate in the studies use optical scanning
    equipment that identifies their household and gives the
    research company their demographics.
    Essentials of
    Effective Testing
    ESTABLISH COMMUNICATION USE CONSUMER RESPONSE
    OBJECTIVES MODEL

    USE PRETEST AND POSTTEST


    Find out how to measure the
    effectiveness of :
    • Sales Promotions
    • Nontraditional media
    • Sponsorships
    • Public Relations

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