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Ch. 19 Measuring the Effectiveness of Promotional Programs

Ch. 19 Measuring the Effectiveness of Promotional Programs. Reasons to Measure Effectiveness Avoiding costly mistakes Evaluating alternative strategies Increasing the efficiency of advertising in general Reasons Not to Measure Effectiveness Cost Research problems

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Ch. 19 Measuring the Effectiveness of Promotional Programs

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  1. Ch. 19 Measuring the Effectiveness of Promotional Programs Reasons to Measure Effectiveness • Avoiding costly mistakes • Evaluating alternative strategies • Increasing the efficiency of advertising in general Reasons Not to Measure Effectiveness • Cost • Research problems • Disagreement on what to test • The objections of creative • Time

  2. Conducting Marketing Research to Measure Effectiveness • What to Test -- Communication factors -- Behavioral factors • When to Test

  3. Conducting Marketing Research to Measure Effectiveness (cont.) • Where to Test • How to Test: Essentials of Effectiveness Testing

  4. Conducting Marketing Research to Measure Effectiveness (cont.)

  5. Measuring Effectiveness of Promotional Program Elements • Package design; out-of home media; P-O-P displays; logos; corporate identity • Impact of celebrity presenters • Business-to-business advertising; media effects • Package design; P-O-P displays; billboards; direct mail • Radio advertising recall; trade show exhibit measures • Telephone directory advertising effectiveness • Perception Research Services, Inc. • McCollum Spielman Worldwide • Competitive Media Reporting • The PreTesting Company, Inc. • Gallup & Robinson • TransWestern Publishing

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