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Campaign Evaluation: Part 2

Campaign Evaluation: Part 2. Measuring The Message. Objectives. Upon completing this class you will be able to: List the five types of TV Pre-testing formats Identify the Major Agency consortium’s 9 PACT guidelines copy testing Identify the types of concurrent testing

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Campaign Evaluation: Part 2

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  1. Campaign Evaluation:Part 2 Measuring The Message

  2. Objectives • Upon completing this class you will be able to: • List the five types of TV Pre-testing formats • Identify the Major Agency consortium’s 9 PACT guidelines copy testing • Identify the types of concurrent testing • Define concurrent testing • Define post testing and the two types of effects most often tested for • Associate types of post test criteria with the two types of effects • Recall the companies and their types of post testing and what effect is considered the most valid criterion

  3. When and What to Measure • Product audits and scanner data (continued) • Estimate product usage by monitoring the flow of goods • Some by in-store audits • Many by capture of all UPC codes • Two systems are • SCANTRACK for food, groceries and general merchandise • PROCISION for health care and beauty aids manufacturers • Some of the information provided by Nielson • Sales figures for specific categories • Total US • Top 50 markets • Pricing – prices retailers charge for brands in the all-commodity volume category (ACV) • Distribution – How product is performing by retail account or type of store versus the market • Promotion – Information on the amount o merchandising support

  4. Objectives • Having completed this class you will be able to: • List the five types of TV Pre-testing formats • Identify the Major Agency consortium’s 9 PACT guidelines copy testing • Identify the types of concurrent testing • Define concurrent testing • Define post testing and the two types of effects most often tested for • Associate types of post test criteria with the two types of effects • Recall the companies and their types of post testing and what effect is considered the most valid criterion

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