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43 Cards in this Set
- Front
- Back
Metrics |
Metrics are measures of success. They are an attempt to portray the effectiveness of a marketing communications campaign. Long term and short term results are often important. |
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Message evaluation technique - all about message and design |
Message evaluation techniques - all about examining message and design of an ad. Reviews the cognitive components associated with the ad such as recall and recognition and emotional, attitudinal and behavioral intention. |
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Online evaluation metrics |
Online evaluation metrics - click throughs, dwell rates, dwell time, real time measures of consumer reactions to Advertising. |
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Respondent behavior evaluations |
Respondent behavior evaluations - customer actions, store visits, inquiries, actual purchases, amount of coupons redeemed, hits on a website, changes in sales, increases in store traffic - visible behavioral changes |
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Match methods with Marketing Objectives |
Matching methods with Objectives - marketers choose methods of evaluation that match the objectives to be measured
during and after an ad has rub. |
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Analyze by sales, analyze by awareness - Companies need both. |
Ways to analyze an ad or campaign - Short term outcomes = sales and coupon redemption rates Long term outcomes = brand awareness, brand loyalty or brand equity; awareness of company, and affective responses (liking the company, for example) |
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Evaluating an ad or campaign |
Choose how to evaluate before launching your campaign. Many factors can affect outcome - Store traffic can be affected by weather, traffic, a sporting event, another store's sales, for example |
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Early Times advertising |
Performing one analysis does not assess the influence of communications on a company's image. Even though store traffic may be low, an ad may be stored in a buyer's long-term memory, for example. |
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Evaluate messages at every stage. |
Message evaluation occurs at every stage of development; at the concept stage, at the design stage, but before finished art. |
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Pre testing |
Pre-testing - formats of ads in various stages do affect testing. Some advertisers wait till the ad is finished to test it |
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3 primary methods to evaluate advertising messages |
3 Primary methods to evaluate ad campaign messages - --ad tracking research --copy testing --emotional reaction tests |
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ad tracking examines ads that have launched |
1. Ad tracking research - examines ads that have launched. |
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it's about the Media and the Message. |
Ad tracking research provides a general measure of the effect of the media weight and the effectiveness of the ad's execution |
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Tracking |
Ad tracking examines the relative impact of a message compared to its competition over time. Nielsen provides ad tracking for television, internet ads and in-cinema campaigns. |
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Respondents see a brief portion of the ad. |
Ad tracking - respondents are shown a brief portion of an ad or a few stills from a TV ad with the brand name removed. |
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Do you know what company we are associated with? |
Subjects are asked if they recognize the company, which measures brand and ad recognition. |
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Do you know what product we are associated with? |
Then they are asked to identify the brand, which measures unaided brand awareness. |
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Brands |
Those that cannot correctly identify the sponsor are given a list of brands and asked to identify the correct one, which measures aided brand awareness. |
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"When you care enough to send the very best." Hallmark |
Tracking research also measures memorability, likeability, unaided and aided message recall, unaided and aided campaign recall. |
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Report cards |
During the second or third week of a new campaign, ad tracking research provides 2 types of information about a new ad's performance: --how the ad performs in comparison to the brand's competition --how the ad performs in relation to its previous campaigns |
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Benchmarks |
Benchmarks are especially useful when a new campaign launches. Advertisers compare new messages to previous ones. Benchmarks from previous ads provide a better indicator of performance than comparisons with competitor ads for similar products. |
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Wear-out |
Tracking also helps us know when wear-out is beginning to set in. |
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Disadvantages of tracking |
Disadvantages of tracking - no diagnostics; data shows how the ad performs in relation to its competition and over time - but gives no reasons why the ad did not perform well |
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Copy testing |
2. Copy testing - second form of message evaluation; assesses the finished form of the marketing piece or one in the final stages of development. |
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Portfolio testing & Theatre testing |
2 forms of Copytesting - --Portfolio testing - displays a set of print ads, one is being evaluated --Theatre testing - displays a set of TV ads, one if being evaluated Participants do not know what ad is being tested. Ads should be in same stage of development. |
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Internet copy testing |
Internet copy testing can replace both portfolio and theatre tests - online copy tests costs less and provide more immediate results |
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Internet Copy testing - online copy testing |
Quantitative questions address issues such as: breakthrough ability message and image level of ad and brand recall level of enjoyment what the ad communicates how well the message was communicated likelihood of making a purchase engagement of the viewer with the ad and the brand |
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Testing emotional reactions |
3. Testing emotional reactions - second by second indicator of how viewers feel about an ad on TV Indicates points at which emotions turn. |
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Verbatum comments |
Verbatum comments - each respondent is asked, in his own words, to present their thoughts about the ads |
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Copy testing controversies |
Copy testing controversies - some advertisers and marketers believe the method favors rational approaches over affective and conative methods; some creatives believe copytesting squashes creativity. |
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Nike, VW, Bud and Target |
Nike, VW, Bud and Target skip the copytesting phase of ad design and move directly to production. |
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Old Spice |
The approval process for the Old Spice campaign was one P & G executive. |
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Art and Science |
Advertising is both an art and a science. |
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Positive feelings |
Emotional reaction tests - based on concept the messages that elicits positive feelings are more likely to be remembered. Measuring the emotional impact of an ad can be difficult. |
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Eye movement trackers |
Warmth monitors and joysticks are sometimes used to measure. Even eye movement trackers - devices participants have to use while watching commercials. |
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Social, blogs, web, etc. |
Measuring and monitoring web chat - a company called WiseWindow analyzes large amounts of opinions on the web, blogs, Twitter and social networking sites such as Facebook. Provides real time information concerning consumer sentiment about brands, businesses, ads, - instantaneously |
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Best Buy uses MOBI. |
Companies like Best Buy, Kia, Cisco and Intuit use the software MOBI (mass opinion business intelligence) to analyze how customers , employees and investors feel. |
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Behavioral evals |
Behavioral evaluations - Sales, Response rates, Redemption rates, Test markets, Purchase simulation sessions |
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Advertising is difficult to evaluate. |
Factors that make Advertising difficult to evaluate - --the influence of other factors --delayed impact of ads --consumers changing their minds in the store whether the brand is in the consumer's evoked set --brand equity |
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Changes in sales - that's the big one! |
Tracking marketing responses - changes in sales, changes in phone inquiries, response cards, internet activity, direct marketing responses, redemption rate of sales promotions, coupons, premiums, contests, sweepstakes |
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Indy, Cinci and Louisville are often test market areas. |
Test markets - a company launches a campaign on a small scale before launching regionally, nationally or internationally |
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Simulation tests |
Simulation tests - studying the behaviors of consumers in controlled settings. |
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How to evaluate overall health of a company |
How to evaluate the overall health of a company - innovation, productivity, physical and financial resources, profitability, manager performance, employee performance and attitudes, social responsibility |