Chapter 19 imc evaluation

Evaluating IMC Effectiveness

Slideshare.net/sallyshredder

1

a. Role of objectives in measurement of campaign success

b. Key ways to evaluate campaigns

c. Challenges in evaluating campaigns

Healthiest states?

2

3

Checking Obesity

a. Situation analysis

b. Key strategic campaign decisions

c. Message strategy

d. Media and marcom strategy

4

IMC Evaluation

a. What makes and IMC campaign effective

b. Variety of goals

a. Example: non-profit, hotel, product

b. Not sales alone but contributes

c. Avis campaign

5

6

IMC Evaluation

a. What makes and IMC campaign effective

b. Campaign objectives

c. Campaign purpose (Avis example)

d. Why evaluation matters

7

Evaluating IMC Effectiveness

a. Post-campaign measures

b. When campaigns don’t work (God of War example)

8

9

Evaluating the IMC Message

a. Example effectiveness research questions

– Which ads do you remember seeing?

10

11

12

Evaluating the IMC Message

a. Example effectiveness research questions

– Which ads do you remember seeing?

– What stood out in the ad?

– How did it make you feel?

– What brand is being advertised in this ad?

– What is the brand image? What does it symbolize or stand for?

a. Experts in message evaluation

13

14

Message Evaluation Techniques

a. Tracking studies

b. Scanner analysis

c. Memory tests

d. Inquiry tests

15

Evaluating the Performance of Various IMC Tools

a. Advertising

b. Public relations

a. Example outputs--number of press releases, number of media outlets receiving PR products

b. Example outcomes—awareness of message, intent to buy

16

Evaluating the Performance of Various IMC Tools

a. Direct marketing

b. Digital IMC Components

a. web traffic, banner ads, conversion rate

17

IMC Campaign Evaluation Challenges

a. Measuring ROI

b. The Synergy Problem

c. Digital Challenges

18

IMC Campaign Evaluation

a. Connecting the dots

b. Putting it all together

19

20

21

22

23