Chapter 15: Evaluating an Integrated Marketing Program

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

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