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Campaign Evaluation: Part 1

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  1. Campaign Evaluation:Part 1 Measuring The Message

  2. Objectives • By the conclusion of this lecture you will be able to • Decide if, when, how, and what to evaluate in an advertising campaign • Select the appropriate campaign evaluation sequence and method(s) • Discuss issues regarding evaluation and its application

  3. Evaluation: The Big Questions • If • When • What • And, if so, how

  4. Evaluation: Reasons Why Not • Cost • Research problems/issues • Lack of agreement on what to test • Objections from creatives • No time

  5. Evaluation: Reasons Why • Avoid costly mistakes • Evaluate alternative strategies/executions • Increase advertising efficiency

  6. Evaluation as a Part of a System • Once a system is built it can be fine tuned • Systems provide a benchmark for learning over time • Encourages a Holistic approach rather than a functional or piecemeal approach • A system can reside at the company or agency rather than with a 3rd party vendor

  7. When and What to Measure • When: • 4 stages when it is advisable • Concept Testing • The beginning of creative process • Copy Testing • Middle and end of the creative process • Concurrent Testing • While the advertising is running • Post testing • After the advertising has appeared

  8. When and What to Measure • What • Concept Testing • What to Test • Product concepts or names, • Ad or Campaign Concepts and themes, • Positioning, Slogans • Advertising claims • How to Test • Focus groups • Mall intercepts • One-on-one interviews

  9. When and What to Measure • Concept Testing • Testing techniques • Projective test • Laddering • Structured or semi-structured questionnaires • Attitude and Opinion scales • Paired comparison tests

  10. 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

  11. 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