MC4307-Ch10 - 8/2/11 Chapter 10: Evaluating the...

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8/2/11 1 Chapter 10: Evaluating the Effectiveness of the Campaign MC4307: Advertising Campaigns Emmeline Aguirre, MA Evaluating the Effectiveness of the Campaign Evaluation of advertising is critical. Remains difficult to isolate all effects of communications campaign on sales. Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns Evaluation as a Strategic Concern Evaluative Research Should we measure? When do we measure? What do we measure? Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns
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8/2/11 2 Measuring Effectiveness Avoiding Costly Mistakes Evaluating Alternative Strategies Increasing Efficiency of Advertising in General Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns Measuring Effectiveness Cost Research Problems Disagreement over What to Test Creativity Objections Time Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns Developing a Research System Evolve Provide benchmarks for learning over time Promote holistic approach to solving marketing communication problems Reside in company or its agency Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns
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8/2/11 3 Evaluating Effectiveness: Stages Beginning of Creative Process (concept testing) Middle and End of Creative Process (copy testing) While Advertising is Running (concurrent testing) After Advertising Has Appeared (post testing) Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns Evaluating Effectiveness: Concept Testing Get an idea for whether ideas and strategies are on target. Get feedback before time, money, and effort are spent. Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns Evaluating Effectiveness: Concept Testing Concepts Campaign spokespeople/endorsers if applicable Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns
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8/2/11 4 Evaluating Effectiveness: Concept Testing Qualitative Methods Focus Groups Mall Intercepts One-on-one Interviews Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns Evaluating Effectiveness: Concept Testing Techniques Projective Tests Laddering Structured and Semi-structured Questionnaires Attitude and Opinion Scales Paired Comparison Tests Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns Evaluating Effectiveness: Copy Testing Consumer feedback on rough ads Quantitative measurement of consumer responses to final ads Predicts effectiveness of ad or campaign Helps understand ad so it can be developed further Chapter 10: Evaluating the Campaign MC4307 Advertising Campaigns
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This document was uploaded on 10/26/2011 for the course MASS COMMU 4303 at Texas State.

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MC4307-Ch10 - 8/2/11 Chapter 10: Evaluating the...

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