Chapter 15 Measuring the Effectiveness of Brand Promotions 15-1
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Chapter 15
Measuring the Effectiveness
of Brand Promotions
15-1
1. Discuss issues that shape the evaluation of
brand promotion.
2. Describe how marketers measure the
effectiveness of advertising.
3. Identify measures of effectiveness for Internet
advertising, direct marketing, sales promotion,
point-of-purchase, sponsorships, public relations,
and corporate advertising.
4. Explain how sales managers evaluate
salespeople and the personal-selling effort.
5. Describe the process of evaluating the
effectiveness of IMC campaigns.
15-2
Issues in Measuring Effectiveness
• First among the issues to consider when exploring the measurement of
promotion’s effectiveness is the scope of promotion research.
• Marketers must determine whether research meets the criteria of:
• reliability
• validity
• trustworthiness
• meaningfulness
• Research that is based on custom and history should be avoided.
• Account planning is a system used to analyze the research data for projects. It
differs from traditional promotion research in three ways:
• organization
• prominent role of research
• tendency towards qualitative and naturalistic research
15-3
Issues in Measuring Effectiveness, Continued
• Message evaluation is an attempt to gain some assurance that the
promotional message is doing essentially what it is supposed to do.
• Clients often want normative test scores, however this isn’t always the most
appropriate or effective way to evaluate a message. Often qualitative
(rather than quantitative) information is better suited to the task.
• Marketers must develop criteria to evaluate the research’s usefulness.
These criteria assess whether the message:
• imparts knowledge
• shapes attitudes
• attaches emotions
• legitimizes the brand (resonance testing)
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Effectiveness of Advertisements
• The methods for evaluating the effectiveness of advertising generally take the form
of pretesting, pilot testing, and post-testing.
• Pretest evaluations are instituted before advertisements are placed and include:
• Communication tests
• Magazine dummies
• Theater tests
• Thought listings
• Attitude change studies
• Physiological measures (eye-tracking systems, psychogalvanometer, brain
wave tracking, voice response analysis)
• Pretest advantages include providing data before a campaign begins so
adjustments can be made and saving companies from running ineffective or
embarrassing ads. Disadvantages include feedback that fails to separate
responses to the ad from responses to the brand and feedback that tells only how
stimulating an ad is.
15-5
Effectiveness of Advertisements, Continued
15-6
Effectiveness of Advertisements, Continued
• Pilot tests are instituted in the field and include:
• Split-cable transmission
• Split-run transmission
• Split-list experiments
• The advantage of pilot testing is the natural environment in which
the testing takes place. A disadvantage is that the environment
cannot be controlled and competing influences may distract
subjects.
15-7
Effectiveness of Advertisements, Continued
• Post-testing assesses performance during or after the launch of an
advertising campaign. Techniques include:
• Recall testing
• Recognition testing
• Awareness and attitude tracking
• Behavior-based measures
• Advantages include the real-world setting. Disadvantages include
expense, delay of feedback, and inability to separate souces.
15-8
Identifying Measures of
Effectiveness
• Internet advertising—hits, click-throughs, page views, visits, unique
visitors
• Web measurement tools—log analysis software
• Direct marketing—inquiry/response measures
• Sales promotions and point-of-purchase—Consumer sales: ballot
method, sales measures. Trade Sales: surveys, sales measures
• Sponsorship and supportive communications—probably shouldn’t be
measured at all, may be measured through event attendance or number
of views if televised
• PR and corporate advertising—probably shouldn’t be measured, may be
measured through media counts and changes in awareness
15-9
Identifying Measures of Effectiveness, Continued
15-10
Exhibit 15.1 Measures for Post-Testing Sales Promotion
Effectiveness of Personal Selling
• These measurements include both objective and subjective criteria.
• Results must be carefully viewed within the context of the overall sales
picture and consider both long- and short-term effects.
• Measuring the effectiveness of sales personnel is important for several
reasons:
• salespeople need feedback so they can adjust future efforts
• management needs a basis on which to make annual salary and
bonus decisions
• provides a primary source for internal situation analysis
15-11
Effectiveness of Personal Selling, Continued
15-12
Exhibit 15.2 Performance Criteria for Salespeople
Effectiveness of the IMC Program
• One approach to measuring the effectiveness of the overall IMC
program is to measure each of the promotional tools used in a campaign
as if it were independent of the others. This fragmented approach fails to
account for the synergies that are the hallmark of IMC campaigns.
• A second approach is to use single-source tracking measures, which
identify the extent to which a sample of consumers has potentially been
exposed to multiple promotional messages.
• A third alternative proposed by practitioners suggests measuring media
exposures, product (brand) impressions, and personal contacts as a
basis for determining the overall effect of an IMC program.
• Measuring the interaction of all elements of the promotional mix
elements is extremely complicated and likely beyond the methodological
tools available at this time.
15-13
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