Monitoring, Evaluation and Control of IMC
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The document discusses the importance of measuring the effectiveness of promotional programs within marketing, outlining various research tools like surveys and tests to evaluate performance. It also highlights ethical considerations in advertising, sales promotion, and direct marketing, emphasizing the need for truthful communication and protection of consumer privacy. Finally, it addresses the social implications of marketing communication, advocating for responsible practices, especially in targeting vulnerable groups like children.
![Why to measure effectiveness of
promotional program?
• To avoid mistakes in making promotion
strategy
• To evaluate the alternative promotion
strategies
• To increase the efficiency of advertising
• To attain greater ROI [return on investment]
• To find ways to engage the consumers better](https://image.slidesharecdn.com/unit8-220122100928/85/Monitoring-Evaluation-and-Control-of-IMC-3-320.jpg)
![How to measure effectiveness of
promotional program?
5. Descriptive studies: these are statistical
studies, data generated from these studies are
used for making IMC decisions directly.
6. Field experiments and brand recall tests: in
this the customers are asked to recall as to how
when did they see a particular advertisement
and where [TV, Newspaper, Internet etc]](https://image.slidesharecdn.com/unit8-220122100928/85/Monitoring-Evaluation-and-Control-of-IMC-7-320.jpg)
Monitoring, Evaluation and Control of IMC
- 1. Monitoring, Evaluation & Control in IMC UNIT – 8
- 2. Measuring effectiveness of Promotional Program • Measuring the effectiveness of the promotional program is a critical element in the promotional planning process. • Research allows the marketing manager to evaluate the performance of specific program elements and provides input into the next period’s situation analysis.
- 3. Why to measure effectiveness of promotional program? • To avoid mistakes in making promotion strategy • To evaluate the alternative promotion strategies • To increase the efficiency of advertising • To attain greater ROI [return on investment] • To find ways to engage the consumers better
- 4. How to measure effectiveness of promotional program? • Effectiveness of promotional programs can be measured through various research tools like: 1. Secondary data research 2. Customer survey: a. In Depth interviews, one to one with customers who belong to their target segment b. Focus Group interviews, to void time taking one to one interviews, group interviews may be conducted
- 5. How to measure effectiveness of promotional program? 3. Association tests: customers may be asked what comes to their minds when they think about some object, animal etc. the marketers can use this in advertizing later on.
- 6. How to measure effectiveness of promotional program? 4. Projective techniques: a. Completion and interpretation tasks: to gain an understanding of consumer’s feeling by using incomplete story, like a image story to be completed by the customers. b. Comparison tasks: in this the customers are asked to personify brands as people, animal, flower etc. this helps in understanding the image of the brand in customer’s mind
- 7. How to measure effectiveness of promotional program? 5. Descriptive studies: these are statistical studies, data generated from these studies are used for making IMC decisions directly. 6. Field experiments and brand recall tests: in this the customers are asked to recall as to how when did they see a particular advertisement and where [TV, Newspaper, Internet etc]
- 8. Social and Ethical aspects of advertizing
- 9. Ethical aspects of Promotion Ethics and Advertizing: • Marketers shouldn’t advertize products that are unsafe • Marketers shouldn’t advertise products that will not get approval from the government • Advertisements should not be offensive or sexually explicit • Complete and true information about a product must be given in ads. • Ads showing dangerous stunts should be accompanied with a warning so that people don’t imitate it
- 10. Ethical aspects of Promotion Ethics and Sales Promotion: • Marketers shouldn’t organize the games, contest and lucky draws etc in a fair manner • The promotional gifts etc should have value and significance for the customers • Price should not be deliberately hiked to give discount. This is like cheating the customers.
- 11. Ethical aspects of Promotion Ethics and Direct Marketing: • Customers personal information like email, contact number, address etc should be protected by the company • Customer’s privacy should be maintained • Message in marketing communication must be clear and shouldn’t lead to any ambiguity • Terms and conditions of purchase should be clearly conveyed to the customers
- 12. Ethical aspects of Promotion Ethics and Personal Selling: • The sales persons and intermediaries shouldn’t be given any undue gifts etc to malign competitors brand • Sales personnel should not hide information regarding price, after sales service etc from the customers • Sales personnel should not give any bribe or undue gifts to the customers to create urgency is deal closing
- 13. Ethical aspects of Promotion Ethics and Public Relations: • Marketers should provide correct information about their organization to the public • Should not indulge in false publicity and propaganda • Should not pay gifts and bribe to media agency for showing the competitor in a bad light etc.
- 14. Social Perspective of Promotion and Advertizing • Marketing communication impacts the consumption, lifestyle, values and ultimately the behaviour of the society • Marketing communication should not result in manipulation of the society by arousing a state of ‘dissatisfaction’ or ‘artificial needs’ so that customers end up purchasing the products that they do not need
- 15. Social Perspective of Promotion and Advertizing • Marketing communication should not be targeted towards children in order to undue influence them or manipulate them to influence their behaviour towards the product. • Marketers should not employ methods where children force their parents to buy products • Marketers need to be honest, fair and respectful while dealing with children and customers.