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43 Cards in this Set

  • Front
  • Back
Metrics

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.

Message evaluation technique - all about message and design

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.

Online evaluation 

metrics

Online evaluation


metrics

Online evaluation metrics -


click throughs, dwell rates, dwell time, real time measures of consumer reactions to Advertising.

Respondent behavior evaluations

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

Match methods with Marketing Objectives

Match methods with Marketing Objectives

Matching methods with Objectives - marketers choose methods of evaluation that match the objectives to be measured



Marketing may choose to measure before,


during and after an ad has rub.

Analyze by sales, 

analyze by awareness -
Companies need both.

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)

Evaluating an ad or campaign

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

Early Times advertising

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.

Evaluate messages at every stage.

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.

Pre testing

Pre testing

Pre-testing - formats of ads in various stages do affect testing.


Some advertisers wait till the ad is finished to test it

3 primary methods to evaluate advertising messages

3 primary methods to evaluate advertising messages

3 Primary methods to evaluate ad campaign messages -


--ad tracking research


--copy testing


--emotional reaction tests

ad tracking examines ads that have launched

ad tracking examines ads that have launched

1. Ad tracking research - examines ads that have launched.

it's about the Media and the Message.

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

Tracking

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.

Respondents see a brief portion of the ad.

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.

Do you know what company we are associated with?

Do you know what company we are associated with?

Subjects are asked if they recognize the company, which measures brand and ad recognition.

Do you know what product we are
 associated with?

Do you know what product we are


associated with?

Then they are asked to identify the brand, which measures unaided brand awareness.

Brands

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.

"When you care enough to send the very best."


Hallmark

"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.

Report cards

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

Benchmarks

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.

Wear-out

Wear-out

Tracking also helps us know when wear-out is beginning to set in.

Disadvantages of 

tracking

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

Copy testing

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.

Portfolio testing &
Theatre testing

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.

Internet copy testing

Internet copy testing

Internet copy testing can replace both portfolio and theatre tests - online copy tests costs less and provide more immediate results

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

Testing emotional 

reactions

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.

Verbatum comments

Verbatum comments

Verbatum comments - each respondent is asked, in his own words, to present their thoughts about the ads

Copy testing 

controversies

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.

Nike, VW, Bud 

and Target

Nike, VW, Bud


and Target

Nike, VW, Bud and Target skip the copytesting phase of ad design and move directly to


production.

Old Spice

Old Spice

The approval process for the Old Spice


campaign was one P & G executive.

Art and Science

Art and Science

Advertising is both an art and a science.

Positive feelings

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.

Eye movement trackers

Eye movement trackers

Warmth monitors and joysticks are sometimes used to measure. Even eye movement trackers - devices participants have to use while watching commercials.

Social, blogs, web, etc.

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

Best Buy uses MOBI.

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.

Behavioral evals

Behavioral evals

Behavioral evaluations - Sales, Response rates, Redemption rates, Test markets, Purchase


simulation sessions

Advertising is difficult to evaluate.

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

Changes in sales - that's the big one!

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

Indy, Cinci and Louisville are often test market areas.

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

Simulation tests

Simulation tests

Simulation tests - studying the behaviors of consumers in controlled settings.

How to evaluate overall health of a company

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