Imc unit 4
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This document discusses integrated marketing communication (IMC) and its evaluation. It outlines the IMC evaluation process including message evaluation, advertising tracking research, copy testing and behavioral evaluations. It also discusses ethics in marketing communication such as stereotyping and targeting vulnerable groups. Current IMC trends include using the internet for advertising, public relations and direct marketing.
Imc unit 4
- 2. UNIT 4 • Evaluating an Integrated Marketing program – Evaluation process of IMC – Message Evaluations, Advertising tracking research – copy testing – emotional reaction test, cognitive Neuro science – online evaluation, Behavioural Evaluation – sales and response rate, POPAI, Toll free numbers, QR codes and facebook likes, response cards, Internet responses, redemption rate Test Markets – competitive responses, scanner data, Purchase simulationtests • Ethics and Marketing communication – stereotyping, targeting vulnerable customers, offensive brand messages – legal issues – Commercial free speech, misleading claims, puffery, fraud, questionable B2B practices • Current Trends in IMC – Internet & IMC, Advertising on internet, PR through Internet Banner, Sales promotion on Internet, direct marketing on internet.
- 3. REASONS FOR EVALUATING IMC PROGRAM • To find out the effectiveness of marketing programs • Tracking brand performance • To identify best practices of advertising
- 4. EVALUATION PROCESS OF IMC • Development Research: estimate the likelihood that an idea will work or not • Concurrent Research: using test marketing monitors the way campaign is unfolding and how media is working • Post-testing Stage: evaluates the impact of campaign • Diagnostic Research: deconstructs an ad to see what elements are working or not
- 5. MESSAGE EVALUATION • Advertising messages are generally analysed at the concept stage before an ad is produced. • This testing involves gaining the opinion of eitherthe series of experts or from regular people. • The ad can be tested after the design stage is completed but prior to development
- 6. ADVERTISING TRACKING RESEARCH • It is a method in which a series of surveys are conducted over a period of time among the representative sample of target- audience consumers. • Continuous tracking via interviews conducted throughout the year is recommended for major brands in FMCG categorized that are heavily advertised.
- 7. COPY TESTING • Copy testing is a specialized field of marketing research that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media.
- 8. EMOTIONAL REACTION TEST • Emotional response to advertising. Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing and create a positive attitude toward the ad, which becomes associated with the brand. • Marketers generally ask questions about an individual feelings and emotions after viewing an advertisement in a laboratory setting or a theatre test to focus groups.
- 9. COGNITIVE NEUROSCIENCE • Marketers use the latest neuroscience technologies in combination with traditional survey methods in order to understand consumersconcious and non-conscious emotional responses,attention patterns. • It includes biometric and eye tracking research that is measured. • This research helps marketers to evaluate communication,signage,display layouts,in-store experience etc to drive customer attention and sales in stores
- 10. ONLINE EVALUATION • The internet enables the consumers and companies to access and share vast information with just a click of button. • Online evaluation helps to get following results: Sales lead generation Database generation Product enquiries Sales Response
- 11. POINT OF PURCHASE ADVERTISING INTERNATIONAL • According to the POPOI association,the marketing –at-retail industry includes: manufacturer-designed displays distributed to retailers who advertise their products and create a personality for their stores,signs and displays used by retailers to cue their brand images and differentiate their stores from those of competitors.
- 12. TOLL-FREE NUMBERS • A toll-free telephone number or free phone number is a telephone number that is billed for all arriving calls instead of incurring charges to the originating telephone subscriber. • For the calling party, a call to a tll-free number from a landline is free of charge
- 13. BENEFITS OF TOLL FREE NUMBER Improve customer satisfaction Easy to remember CredibilityPortability Marketing tool
- 14. QR (QUICK RESPONSE) CODES • Quick response code is a type of two dimensional bar code that aims to provide convenient access to information through the users smartphone. • The consumers must download an app and use it to scan the codes in order to gain more information on a company or avail of discounts.
- 15. FACEBOOK LIKES • Gaining likes was one of the main goals of facebook. • Facebook likes are the easiest and quickest way t show appreciation of a post or a page. • With just one click comments from business page will start appearing in the news feed of the users.
- 16. RESPONSE CARDS • The customer information forms are filled out at the time of inquiry. • Commercial sources will be needed to obtain additional demographic and psychographic information. • This is because more response cards solicited from current customers contain information that the firm is likely to have in its database
- 17. TEST MARKETS • Test market is one of the forms of behavioral response which is uded when the company leader examines the effects of marketing efforts on a small scale before launching in national or international campaign. • If the test market is successful then it is likely that the national campaign will also be effective.
- 18. SCANNER DATA • It is a retail purchase information such as price,brand,product size,amount purchased gathered at the point of purchase by an electronic device that reads a coded ticket on the product through the use of an electronic reader over which the product passes. • This information can be used for a variety of marketing decisions such as allocation of advertising dollars,placement of advertising,inventory control,amount of shelf space,pricing,placement of orders and timeliness of product delivery.
- 19. ETHICS AND MARKETING COMMUNICATION • Marketing communication represents the real voice of the company and its brands. • It strengthens the relationship with the customers and contributes towards customer equity. • While shaping its promotion mix a company should br aware of the ethical issues surrounding marketing communication.
- 20. STEREOTYPING • Stereotyping can occurs in advertisements geared toward and containing children. • Boys are often portrayed as rough or aggressive,while girls are portrayed as more dainty or feminine. • Advertisements related to alcohol products often show males as engaging in inflated pranks or actions in an effort to impress women • Ads for products like soap, laundry detergent ,toilet tissue and child care items depict the women as having the ultimate responsibility for making the buying decision for these products.
- 21. TARGETING VULNERABLE CUSTOMERS • Ethical questions arise when children are exposed to questionable practices. • Eg: advertisements attracting them towards products which are potentially harmful like alcohol and tobacco. • Due to internet marketers can present objectionable and misleading material to the minors without any regulation.
- 22. TYPES OF MISLEADING ADVERTISNG • Fine print and qualification • Comparative advertising • Bait advertising • Environmental claims • Puffery • Fraud
- 23. RECENT TRENDS IN IMC • Internet • PR through internet • Direct marketing on Internet