莫利亞提廣告學(xué)原理與實務(wù)英文第11版教學(xué)課件chapter17

Advertising&IMC:Principles&PracticeEleventhEditionChapter17EvaluatingIMCEffectivenessCopyright?2019,2015,2012PearsonEducation,Inc.AllRightsReserved.Part5

Principle:IMCandTotalCommunicationKeyObjectivesExplainwhyitisimportanttoevaluatebrandcommunicationeffectiveness.Discusstherolecampaignobjectivesplayinthemeasurementofcampaignsuccess.Describethekeywaysinwhichcampaignevaluationisconducted.ListsomeofthekeychallengesfacedinevaluatingIMCeffectiveness.ChapterOpener:AdobeNailsdownEvaluationWhenAdobelearnedthatprofessionalmarketersoftenfeelangryaboutbeingundervaluedbytopmanagement,itsetouttochangethisperceptionbylaunchinganintegrated,attention-gettingcampaignforitsnew“AdobeMarketingCloud”suiteofproducts.Anchoringthecampaignwasthemessagethatmarketingisn’tjust“spin”or“BS,”butinsteadcanbemeasureableandimpactful.BrandCommunicationImpact:DiditWork?BrandCommunicationImpact:DiditWork?(1of5)Firstthingsfirst:thecampaignobjectivesTypically,abrandcommunicationcampaignhasmultipleobjectives.Forexample,one(attitudinal)objectivemaybetochangebrandperceptions.Another(behavioral)objectivemaybetomakepeopleengageinsomewaywiththebrand.PrincipleCampaignobjectivesandcampaignevaluationworkhandinhand.Intheabsenceofclearcampaignobjectives,evaluationbecomesamuchmurkiertask.BrandCommunicationImpact:DiditWork?(2of5)Thecampaignpurpose:brandbuildingDeterminingadvertising’simpactonsalescanbedifficultbecauseoftheimpactofotherenvironmentalfactors.Salesarenottheonlyreasonbrandsadvertise.Oneofthemajorobjectivesofadvertisingistocreatehigherlevelsofbrandawarenessamongconsumers.DeterminingAdvertising’sImpactonSalesTakinginspirationfromthetelevisionshowSeinfeld,thisbillboardparalleledGeorgeConstanza’sfamous“TimelessArtofSeduction”pose.BrandCommunicationImpact:DiditWork?(3of5)Marketersintendtheirmessagestoaccomplishavarietyofgoals.Brandcommunicationcanbedeemedsuccessfulwhensetobjectives—attitudinal,behavioral,orboth—havebeenmet.BrandCommunicationImpact:DiditWork?(4of5)WhyevaluationmattersAllcampaignsrequiremultiple,formalevaluationmechanisms.Theseshouldbe“plannedin”toanycampaign.Ifyoucan’tmeasureit,youcan’tmanageit.Thesheercostsofbrandcommunicationdemandevaluationinordertojudgeitseffectiveness.BrandCommunicationImpact:DiditWork?(5of5)HowevaluationfitsintothestagesofbrandcommunicationtestingThestrengthofyourbrandcommunicationisunderstood

throughtesting,monitoringandmeasurement.Theresultsofpreliminarytestingshouldbeavailablebeforemoneyisinvestedinfinishedworkormediabuys.EvaluatingtheIMCMessageEvaluatingtheIMCMessage(1of3)Howdowefindoutwhetherbrandcommunicationwaseffective?Howdoweknowwhetherthemessagingworked?

Questionsaboutimpactarecritical,andmustbeaddressed.Figure17.1:IMCBrandOptimizerModelThisIMCmodelcreatedbyProfessorTomDuncanillustratesthatevaluationisacircularprocess:IMCplansstartbygatheringinformationandmovethroughthevariousstepsintheplanningprocesstocomebacktothelaststepintheprocess,whichisagaingatheringinformation.Thistime,however,informationisgatheredtodeterminewhatworkedandwhatdidn’t.Thatinformationfeedsbackintotheprocess,andtheorganizationlearnsfromtheresults.EvaluatingtheIMCMessage(2of3)Brandmessagingimpactismeasuredintermsofcommunicationeffects.Mentalresponsestoamessagethatserveassurrogatemeasures

forsalesimpact.Thesecaninclude:BrandawarenessKnowledgeofwhatabrandoffersLikingofabrandIntenttopurchaseabrandEvaluatingtheIMCMessage(3of3)ExpertsinmessageevaluationManyresearchcompaniesspecializeinmeasuringthevariousdimensionsofeffectiveness.Themostsuccessfulhaveconductedsomanyteststhattheyhavedevelopednormsforproductandservicecategories.Normsallowplannerstodeterminewhetheramessagehasperformedaboveorbelowthecategoryaverage.MessageEvaluationTechniques(1of5)TrackingstudiesConductedfromthe

campaignlaunchtoitsconclusion.Collectsinformationfromrandomsamplesofconsumerswholiveinmarketswhereexposedtoacampaign.MessageEvaluationTechniques(2of5)ScanneranalysisManyretailoutletsusescannerstotallypurchasesandcollectconsumerbuyinginformation.Scannerresearchalsoexaminessalesspikescreatedwhencertainads/promotionsareusedinagivenmarket.Figure17.2:TrackingBrandResponseScannerInformationisValuabletoMarketersScannerresearchreadstheinformationfromashopper’sidentificationcardandrecordsthatalongwithproductinformation.Manyretailoutletsuseelectronicscannerstotracksalesamongvariousconsumergroups.MessageEvaluationTechniques(3of5)Single-sourcedataobtainedbymeasuringmedia/marketingexposure,purchasebehavior,andloyaltyforthesameindividualorhousehold.Althoughfairlyexpensive,single-sourceresearchcanproducedependableresults.MessageEvaluationTechniques(4of5)MemorytestsInarecognitiontest,peopleareaskedwhethertheyrememberhavingseenamessagebefore.Inarecalltest,respondentswhohaveseenamessagereportwhattheyrememberfromtheadaboutthebrand.MessageEvaluationTechniques(5of5)InquirytestsThesemeasurethenumberofresponsestoanadvertisementorotherformofbrandcommunication:Callstoatoll-freenumberAne-mailorwebsitevisitAcouponreturnAvisittoadealerAnentryinacontestAcalltoasalespersonPacificLifeWorkstoCreateaMemorableAdPacificLifeusesanimageofaleapingwhaletoreflectitsimageofaconfidentinsurancecompany.Isiteffective?Doesitwork?EvaluatingthePerformanceofVariousIMCToolsEvaluatingthePerformanceofVariousIMCToolsIMCsynergyexistswhenallcampaigncomponentsworktogethertocreateasolid,understandablebrandmeaning.TheoverarchingcampaignimpactisstrongestwhentherightmixofIMCtoolsisused.Beforeoverarchingcampaignsynergyismeasured,evaluationusuallyisconductedonatool-by-toolbasis.AdvertisingAdvertisingcanaccomplishobjectivesincludingincreasedbrandawareness,improvedbrandimage.Thetrackingstudyisthemostcommonposttestingevaluationtechniqueusedtoevaluateadvertising.PublicRelationsEvaluationshouldbebasedonmeasurableobjectivessetatthebeginningofcampaignplanning.Practitionerstypicallytracktheimpactofapublicrelationscampaignintermsofsuccessfuloutputandoutcome.Asaclass:Whataresomeexamplesofoutputs?Examplesofoutcomes?Howdoyouknowthedifference?Consumer,TradeandPoint-of-PurchasePromotions(1of4)Salespromotionmanagersneedtoevaluatetheimpactofconsumer,retailer,andotherpromotions.Apayoutanalysiscomparesthecostsofapromotiontotheforecastedsalesgeneratedbythepromotion.Abreak-evenanalysisdeterminesthepointatwhichthetotalcostofapromotionexceedsthetotalrevenuesgenerated.Figure17.3:IMCBrandOptimizerModelAtthebreak-evenpoint,where30,000premiumsaredeliveredatacostof$45,000,thesalesrevenuesexactlycoverbutdonotexceedtotalcosts.Belowandtotheleftofthebreak-evenpoint(intheportionofthediagrammarkedoffbydashedlines),thepromotionoperatesataloss.Aboveandtotherightofthebreak-evenpoint,asmorepremiumsaresoldandsalesrevenuesclimb,thepromotionmakesaprofit.Consumer,TradeandPoint-of-PurchasePromotions(2of4)DirectmarketingTheprimaryobjectiveofdirectmarketingistodriveatransactionorgenerateanimmediatebehavioralresponse.TheyaretheeasiestIMCtoolstoevaluateintermsofmessageefficiencyandreturnonmarketinginvestment.Consumer,TradeandPoint-of-PurchasePromotions(3of4)EvaluationofdigitalIMCcomponentsPerformanceindicatorsinclude:PageviewsClick-throughratesCostperleadConversionrateConsumer,TradeandPoint-of-PurchasePromotions(4of4)Today,digitalcommunicationismultichannelandmultiplatform.Thisworldandtheexperienceconsumershavewithitcanbeconsideredanecosystemofdigitalproperties.Theconsumerjourneyindiscovering,considering,andpurchasingproductsincludesexperientialmarketing.EvaluatingthePerformanceofMediaVehiclesEvaluatingthePerformanceofMediaVehicles(1of2)Brandcommunicationhaslittlechancetobeeffectiveifnooneseesit.Keyevaluationquestions:Didtheplanachievereachandfrequencyobjectives?DidtheadplacementsruninpositionsexpectedandproducetheintendedGRPandCMPlevels?Didthebrandmanagersgetwhattheypaidfor?EvaluatingthePerformanceofMediaVehicles(2of2)MediaoptimizationAmajorchallengeinmediaplanningismediaefficiency—gettingthemostforthemoneyinvested.Mediaplannersutilizemediaoptimizationtomakedecisionsaboutmediaselection,scheduling,andweights.EvaluatingExposureVerifyingaudiencemeasurementestimatesisachallenge.ServicesincludingExperianSimmonsandMediaMarkprovidedata.Asaclass:Howdoyoudefine“impact?”Ifaudiencemembershavebeenexposedtomarketingcommunication,doesitmeantheyhavepaidattentiontoit?Vehicle-by-VehicleEvaluation(1of4)Out-of-homemediaForoutdoor,trafficcountsdon’tequalexposure.DigitalmediaEvaluationiscomplex.Web-analyticfirmsaredevelopingmoresophisticatedevaluationprograms.AlternativemediaEvenhardertomeasure;manyobstaclesremain.ABillboardwithEmotionalImpactThisoutdoorboardbyMADDreinforcestheorganization’smessagetodriversontheroads.Researchbasedontrafficcountsdoesnotaccountfortheemotionalimpactofmessageslikethese.Vehicle-by-VehicleEvaluation(2of4)NewspaperreadershipmeasurementFornewspapersandothertraditionalmedia,assessmentismorestraightforward.Newspapersmeasuretheiraudiencesintwoways:CirculationornumberofsubscribersReadershipornumberofreadersVehicle-by-VehicleEvaluation(3of4)MagazinereadershipmeasurementRatesarebasedontheguaranteedcirculationthatapublisherpromisestoprovide.Magazinesalsoofferfiguresfortheirtotalaudience.Postcampaignevaluationalsorequiresverificationofthedemographicsandpsychographicsofspecificreaders.Vehicle-by-VehicleEvaluation(4of4)MeasuringthebroadcastaudienceCoverageissimilartocirculationforprintmedia.Ratingsarere-visitedpost-campaignbymarketerstoensurethattheradiomediumdelivered.Householdsusingtelevisionsandgrossimpressionshelptoanalyzeanticipatedandactualaudiencedelivery.IMCCampaignEvaluationChallengesIMCCampaignEvaluationChallenges(1of5)MeasuringROIAdvertiserscontinuetoimprovehowtheymeasurebrandcommunicationROI.Howmuchspendingistoomuch?Thebestwaytoanswerthisquestionistousetestmarketing.IMCCampaignEvaluationChallenges(2of5)ThesynergyproblemAnotherchallengewithevaluatingcampaignsisestimatingtheimpactofsynergy.Themostcommonwayofmeasuringtotalimpactisthebrandtrackingapproach.Plannersmustconsiderothermessagesandcontactpointsbeyondthebrandcommunicationcampaign.IMCCampaignEvaluationChallenges(3of5)Asaclass:Review“APrincipledPractice:CanaBrokenGuitarReallyHurtUnited?”Howmightthemessageeffectsbemeasuredinthiscase?IMCCampaignEvaluationChallenges(4of5)DigitalchallengesMarketersmuststartdigitalmeasurementplanningwiththedesiredbusinessoutcomesinmind.Marketersmustalsodeveloptherightdigitalkeyperformanceindicators.Digitalcommunicationevaluationmustbephrasedsothatbroaderbusinessleaderscanunderstandit.IMCCampaignEvaluationChallenges(5of5)InternationalchallengesInternationalbrandcommunicationisdifficulttoevaluatebecauseofmarketdifferences.Evaluationshouldfocusinitiallyonpretestingtohelpheadoffmajorproblemsduetounfamiliaritywith:differentcultureslanguagesconsumerbehaviorsBacktotheBigPicture:DidtheCampaignWork?ConnectingtheDots:TyingMeasurementBacktoObjectivesDidthecampaignachievetheobjectivesthatweresetattheverybeginningoftheplanningprocess?Here’sanexamplefromarecentcampaignbyUPS:Objective1:BreakingthroughAwarenessObjective2:Break