EVALUATING an INTEGRATED

MARKETING Program
Chapter 16 with Duane Weaver
Message Evaluations
TWO BROAD CATEGORIES:
• Message Evaluation Program considers:
– COGNITIVE: Recall, Recognition…(often both
quantitative and qualitative)
– AFFECTIVE: Peripheral cues such as emotion,
attitude…(typically qualitative)
• Evaluating Respondent Behaviours:
– Observing and measuring visible customer actions:
store visits, inquiries, purchases (typically
quantitative)
Match Method with IMC
Objective
• Conduct Pre and Post test analyses
• Levels of Analysis:
– Short-term outcomes (sales, redemption
rates)
– Long-term results (brand awareness, loyalty
and equity)
– Product-specific awareness
– Corporate Awareness
– Affective Responses (like/dislike)
MESSAGE EVALUATIONS
• Storyboarding to develop
• Test in focus group
• Market Test
MESSAGE EVALUATIONS -
Approaches
• CONCEPT TESTING:
– Focus on content of ad and impact thereof on
customer
– Usually Focus Groups
• COPY TESTING
– Used when piece is near finished, prior to production
– PORTFOLIO TEST: display print ads
– THEATRE TEST: display TV ads
– Mall intercept technique (pre-test)
MESSAGE EVALUATIONS -
Approaches
• RECALL tests:
– What do you recall over a span of time as well as information
about the ad(s) that they remember
• Day-after recall (DAR)
• Unaided recall
• Aided recall

• RECOGNITION tests:
– Give copy of ad and ask if they recognize or have seen it before
• Attitude and Opinion
• Emotional Reaction
• Physiological Arousal
• Persuasion
EVALUATION CRITERIA
Establish Quality Evaluation Criteria
such as PACT (positioning advertising copytesting)
• Should be relevant to objectives being measured
• Agreement on how the results will be used
• Use multiple measures to evoke more precise
evaluations
• Test should be based on some theory or model of
human behaviour
• Consider multiple exposures
• Validity necessitates that comparative tested ads are in
the same stage of their development process
• Adequate Controls to prevent biases and external factors
• Samples must be “representative”
• Tests should be Reliable and Valid (generalizable)
BEHAVIOURAL EVALUATIONS
• Sales and redemption rates
• Test Markets
• Purchase Simulation Tests
EVALUATING PR
• Count clippings (hits) – clipping services
Δ of company name count in relation to news
release activity

• Calculate number of impressions (hits) –

subscriber count within medium

• Advertising equivalence technique – find every

place company name mentioned in print and
broadcast media divided into the cost to produce
if it was planned advert.
EVALUATING THE OVERALL
IMC PROGRAM
• Peter Drucker identified goals that define overall well-
being of a company:
– Market Share
– Level of Innovation
– Productivity
– Physical and Financial Resources
– Profitability
– Manager performance and development
– Employee performance and attitudes
– Social Responsibility

• IF these goals are being reached, the IMC plan is likely in

good order.
Thank You!