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Effective Campaign Evaluation: Measuring Message Objectives and Testing Formats

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In this comprehensive class on campaign evaluation, participants will learn how to effectively measure messaging objectives. By the end of the course, you will be able to identify the five types of TV pre-testing formats, understand the Major Agency consortium’s 9 PACT guidelines for copy testing, and explore various types of concurrent testing. Participants will also gain insights into post-testing, including the two main effects tested, and learn to associate post-test criteria with these effects. The course also covers product audits, scanner data, and tools like SCANTRACK and PROCISION.

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Effective Campaign Evaluation: Measuring Message Objectives and Testing Formats

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Presentation Transcript

  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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