Session evaluation
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This document discusses evaluating integrated marketing communications (IMC). Evaluation is a key part of the IMC process and should not be left until the end of a campaign. There are no perfect evaluation measures, but they aid executive judgment. Evaluation ensures objectives are met, strategies are effective, and IMC has been cost efficient and the right approach. Evaluation covers media, messages, and sales effects using pre-testing and post-testing techniques. The challenges of evaluating IMC include isolating its impact from other factors and limitations of various evaluation methods.
Session evaluation
- 1. 4/24/2015 1 Evaluating IMC Learning Objectives • Discuss the role of evaluation as part of the IMC process. • Recommend forms of pre and post-evaluation relevant to differing IMC scenarios.
- 2. 4/24/2015 2 Reminder: When will MC be effective? Measurement, Evaluation and Control • key part of the Marketing Communications process; • should it be left until the end of a campaign? • There is NO PERFECT MEASURE – evaluation measures aid executive judgment! • Evaluating a MC campaign = evaluating different elements of the MC plan
- 3. 4/24/2015 3 Role and Purpose of Evaluation • ensure that communication objectives have been met; • ensure that Communications strategy(ies) have been effective; • ensure cost efficiency; • for guidance and development; • also : prediction and evaluation; • Inform whether IMC has been an effective approach. Evaluation • Efficiency – doing things right • Effectiveness – doing the right things • Economy – doing things within budget
- 4. 4/24/2015 4 Planning Marketing Communications (Fill) 4 dimensions of IMC (Lee & Park, 2007) • Unified communications: communicate to create a clear, single position in the target market & deliver a consistent message through multiple channels. • Differentiated communications to multiple groups: use hierarchy of effects to create different campaigns targeting groups at different stages of readiness. • Database-centred communications: generate behavioural responses through direct activities informed by information stored in databases. • Relationship fostering communications: retain customers 7 develop LT relationships is a critical dimension of IMC.
- 5. 4/24/2015 5 Implications Lee and Park developed an 18 item scale to measure these dimensions. Problem – focus of their evaluation is on consumers only – what about other stakeholders? Might suggest a mix of qualitative and quantitative indicators. Access to Lee and Park, 2007 http://www.warc.com/Content/ContentViewer.aspx?ID=9a3114d 9-07db-49a5-84db- dd5da6d1635a&q=Conceptualizing+and+measurement+of+mult idimensionality+of+integrated+marketing+communications&Mas terContentRef=9a3114d9-07db-49a5-84db-dd5da6d1635a
- 6. 4/24/2015 6 Evaluation process Typically covers 3 areas: • Media • Message • Sales effect Sales effects are difficult to capture: • The collective effect of variables in the marketing environment • The uniqueness of individuals • Lagged variables • Cumulative effects Evaluation Process • Involves both pre and post testing of marketing communications. • Pre-evaluation : test concepts with focus groups; consumer juries; readability and theater tests. • Post-evaluation : no. inquiries; recall; recognition; sales figures; image analyses; familiarity and favorability scales.
- 7. 4/24/2015 7 ALSO CAN BE INFORMED BY EARLY- STAGE ANALYSIS OF TARGET AND BUYER READINESS OR AWARENESS, INTEREST, DESIRE, ACTION. The advertising research framework
- 8. 4/24/2015 8 Advertising research To improve decision-making in each stage of the advertising planning process Supports the linkages between MC – marketing – business strategies Development of an advertising campaign
- 9. 4/24/2015 9 Strategic advertising research Elements studied and prepared in this stage are: Product – USP, advertising platform and convincing arguments Market – size ,shares, etc. Environment – PESTLE Tools used: Desk research Qualitative interviews Communications audit Management judgement tests. Objectives of pre-testing
- 11. 4/24/2015 11 Direct opinion measurement Limitations of pre-testing
- 13. 4/24/2015 13 Post-testing limitations Campaign evaluation research Focus on brand-related effectiveness measures Hierarchy of effects logic for effects measurements: Top-of-mind awareness (TOMA) – awareness telephone test Scale techniques to measure attitude change Net promoter score Activation measures Behaviour tests
- 14. 4/24/2015 14 Evaluation of the integration of MCs The integration of MC exists on multiple levels: • Promotional mix integration • Promotional mix with marketing mix integration • Creative integration • Intra-organisation integration • Inter-organisational integration • Integration of communications • Integration of corporate and product/brand communications • Geographical integration
- 15. 4/24/2015 15 Evaluation Techniques These will be dependent upon : a) The objectives of the campaign: consider hierarchy of effects; b) Intended audience; c) Types of communication tools and media employed. Planning for evaluation • agree in advance when and how IMC are to be both measured and evaluated; • take action if it is required - contingencies; use of scenario planning; • take action at the correct time - do not leave measurement and evaluation until the end; • prepare for crisis management!
- 16. 4/24/2015 16 Quality of integration assessment profile The Reality of Evaluation • theory suggests that it should be straightforward - remember stages involved in effective Marketing Communications; • …however criteria for measuring the effectiveness of objectives can be difficult; N.B. AIDA. • often objectives do not exist or there are few, if any contingencies available when things don’t go as planned; • SMART objectives and benchmarking can really help.
- 17. 4/24/2015 17 Contingency When Results are less than expected • remember actual and potential costs; • contingency depends upon ‘damage limitation’ required; • management of reputation; • Choices : stop communication (drastic?); change communication; change packaging or price?; support with additional communication; deliver what you communicate. Implications • Measureable gaps between image and customer perception of brands based upon their experiences. • Where expectations are exceeded the promise gap is positive and where not met it is positive. • These gaps will be reflected in the financial performance of brands. • How to use communications to encourage brand advocacy and endorsement – may require more direct, below the line communications integrated with engaging above the line communications.
- 18. 4/24/2015 18 Online communications Easy to measure and evaluation? Perhaps not accurate..... Within an IMC how readily can the impact of WOM, blogging and on-line PR be isolated? Strong ethical issues related to cookies which are heavily used in developing complex customer profiles.....