Lecture Advertising and promotion (2/e) – Chapter 12: Measuring the effectiveness of the IMC program

Chapter 12
Measuring the effectiveness of
the IMC program

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Learning objectives
1. To understand the importance of, and reasons
for and against, measuring the effectiveness
of marketing communication.
2. To establish some guidelines used in
measuring IMC effectiveness.
3. To evaluate alternative methods for measuring
IMC effectiveness against industry-developed
criteria for successful evaluation.
4. To explore the unique challenges of IMC
effectiveness and current approaches to
evaluation including process measures,
synergy measures and ROI.
Copyright 2012 McGraw-Hill Australia Pty Ltd
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Arguments for and against
Process

measures

What to
test?

Importance of
measurement

When to
test?

Synergy
Evaluating
IMC

Evaluation

Measurement
process

Where to
test?

ROI
New
measures
Concept
testing

How to

test?

Testing for
campaign
development

Rough art &
copy

Pre-testing
finished ads

Copyright 2012 McGraw-Hill Australia Pty Ltd
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Marketplace
testing

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Singapore’s Ministry of
Community Development,
Youth and Sports (MCYS)

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Singapore’s Ministry of Community
Development, Youth and Sports
(MCYS) (cont.)
Campaign objectives
Reach, engagement and impact objectives
 Make 500,000 people aware of the message
 Generate $1 million publicity
 Achieve 20,000 social media interactions
 Create 2000–3000 fans
Attitudinal and behavioural objectives
 To encourage people to re-think their relationships
and start dating.

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Selected campaign results
Awareness
■ Watched by more than 3.2 million people on social media in less than 25
weeks
■ Generated more than S$2.3 million of print, radio and television PR

Likeability
■ 19th most favourite YouTube video in the world
■ 88th most watched YouTube video in the world
■ More than 120 000 unique visitors on Facebook

Engagement
■ More than 17 million impressions on Facebook;
■ More than 17 900 fans on the Facebook page
■ More than 100 000 interactions on Facebook page

Behaviour change
■ 83% felt that ‘the ad made me think more about the meaning of marriage’
■ 64% felt that ‘after seeing the ad, I view my partner differently’
■ 33% felt that ‘after seeing the ad, I feel like meeting more people and
start [sic] dating’

Copyright 2012 McGraw-Hill Australia Pty Ltd
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Arguments for and against
Process
measures

What to
test?

Importance of
measurement

When to
test?

Synergy
Evaluating
IMC

Evaluation

Measurement
process

Where to
test?

ROI
New
measures
Concept
testing

How to
test?

Testing for
campaign
development

Rough art &
copy

Pre-testing

finished ads

Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell

Market place
testing

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Three phases of evaluation

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Importance of measurement
The single biggest problem facing marketers since the 
invention of advertising is how to measure return on 
investment. 
Harold Mitchell, Mitchells Media, 2009

Half the money I spend on advertising is wasted; the 
trouble is, I don’t know which half.
John Wanamaker, US retailer, c.1910

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Reasons for and against
measuring effectiveness
For

Against

Avoid
Avoid costly
costly mistakes
mistakes

Cost
Cost of
of measurement
measurement

Evaluate
Evaluate alternative
alternative
strategies
strategies

Research
Research problems
problems

Increase
Increase efficiency
efficiency in
in
general
general
Determine
Determine ifif objectives
objectives are
are
achieved
achieved

Disagreement
Disagreement on
on what
what to
to
test
test
Objections
Objections from
from creative
creative
personnel
personnel
Time
Time

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Chiat/Day’s views on recall tests

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Arguments for and against
Process
measures

What to
test?

Importance of
measurement

When to
test?

Synergy
Evaluating
IMC

Evaluation

Measurement
process

Where to
test?

ROI
New
measures
Concept
testing

How to
test?

Testing for
campaign
development

Rough art &
copy

Pre-testing
finished ads

Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell

Market place
testing

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Measuring advertising
effectiveness
What
What to
to test
test
•• Source
Source factors
factors
•• Message
Message variables
variables
•• Media
Media strategies
strategies
•• Budget
Budget decisions
decisions

How
How to
to test
test

•• Testing
Testing guidelines
guidelines
•• Appropriate
Appropriate tests
tests

Where
Where to
to test
test
•• Laboratory
Laboratory tests
tests
•• Field
Field tests
tests

When
When to
to test
test
•• Pretesting
Pretesting
•• Posttesting
Posttesting

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What to test?

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When to test?

Pretests
Pretests

Measures
Measures taken
taken before
before the
the
campaign
campaign is
is implemented
implemented

Posttests
Posttests

Measures

Measures taken
taken after
after the
the ad
ad or
or
commercial
commercial has
has gone
gone to
to air
air

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When and where to test?
Pretesting methods
Laboratory

Field

Consumer
Consumer juries
juries

Dummy

Dummy ad
ad vehicles
vehicles

Portfolio
Portfolio tests
tests

On-air
On-air tests
tests

Physiological
Physiological measures
measures
Theatre
Theatre tests
tests
Rough
Rough tests
tests
Concept
Concept tests
tests
Readability
Readability tests
tests
Comprehension
Comprehension and
and reaction

reaction tests
tests
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When and where to test?
Field posttesting methods
Recall
Recall tests
tests
Tracking
Tracking studies
studies

Posttesting
Posttesting
methods
methods
Recognition
Recognition
rests
rests
Inquiry
Inquiry tests
tests

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Association
Association
measures
measures

Single-source
Single-source
systems
systems

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How to test? Positioning
advertising copy testing (PACT)

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Arguments for and against
Process
measures

What to
test?

Importance of
measurement

When to
test?

Synergy
Evaluating
IMC

Evaluation

Measurement
process

Where to
test?

ROI
New
measures
Concept
testing

How to
test?

Testing for
campaign

development

Rough art &
copy

Pre-testing
finished ads

Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell

Market place
testing

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Testing for campaign development
1. Concept
1. Concept testing
testing

Occurs
Occurs at
at
various
various stages
stages
of
of campaign

campaign
development
development

2.
2. Rough
Rough testing
testing
3.
3. Finished
Finished art
art or
or
commercial
commercial testing
testing
4.
4. Market
Market testing
testing
(posttesting) 
(posttesting) 

Copyright 2012 McGraw-Hill Australia Pty Ltd
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Concept testing

Objective
Objective

Explores
Explores consumers’
consumers’ responses
responses to
to ad
ad concepts
concepts expressed
expressed
in
in words,
words, pictures
pictures or
or symbols.
symbols.
Alternatives
Alternatives are
are exposed
exposed to
to consumers
consumers who
who match
match the
the
target
target audience.
audience.

Method
Method

Reactions
Reactions and
and evaluations
evaluations are
are sought
sought through
through focus
focus
groups,
groups, direct
direct questioning,
questioning, surveys,
surveys, etc.
etc.
Sample
Sample sizes
sizes depend
depend on
on the
the number
number of
of concepts
concepts and
and the
the
consensus
consensus of

of responses.
responses.

Output
Output

Qualitative
Qualitative and/or
and/or quantitative
quantitative data
data are
are used
used to
to evaluate
evaluate
and
and compare
compare alternative
alternative concepts.
concepts.

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Rough art, copy and
commercial testing
Comprehension

Comprehension and
and reaction
reaction tests
tests
Consumer
Consumer juries
juries

Advantages

Disadvantages

Control
Control

Consumer
Consumer may
may become
become aa selfselfappointed
appointed expert
expert

Cost
Cost effectiveness
effectiveness

Number
Number of
of ads
ads that

that can
can be
be
evaluated
evaluated is
is limited
limited

Endorsements
Endorsements by
by
independent
independent third
third parties
parties

AA halo
halo effect
effect is
is possible
possible

Achievement
Achievement of
of credibility
credibility

Preference
Preference for
for ad

ad types
types
may
may overshadow
overshadow objectivity
objectivity

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Rough testing terms
Animatic
Animatic rough
rough

Terms
Terms

Photomatic
Photomatic rough
rough

Live-action
Live-action rough
rough

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Online methods

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Pretesting finished print ads
AA laboratory
laboratory method
method

Portfolio
Portfolio
tests
tests

Includes
Includes test
test and
and control
control ads
ads
Portfolio

Portfolio test
test have
have problems
problems

Readability
Readability
tests
tests

Based
Based on
on syllables
syllables per
per 100
100 words
words

Dummy
Dummy
advertising
advertising
vehicles
vehicles

Distributed
Distributed to
to random
random sample
sample of

of homes
homes

Other
Other factors
factors also
also considered
considered

Product
Product interest
interest may
may still
still bias
bias results
results

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