ADVERTISING AND SALES ADVERTISING
DR . AMIT KUNDU
EVALUATION OF ADVERTISING EFFECTIVENESS
12-15. 1 Objectives of Calculating Advertising Efficiency
Considerable objectives permit companies to quantify the potency of MC attempts.
Measuring and evaluating MC programs is carried out to see whether objectives have been completely met and MC Applications have been powerful (measuring the results).
Accountability is a big issue in marketing communication. Evaluation and way of measuring provide responses.
Computing MC efforts is to determine the gap between MC expectations and reality.
Gap Analysis can be an evaluation of the big difference between what customers expect from a brandname (from your own brand message) and what they truly experience.
Measurement is conducted to reduce risk.
It offers the way to improve the MC efforts.
That determines the extent that the marketing communication fulfilled objectives [qualitative].
It also decides to what level the conversation proved to be a great investment of the industry�s money [quantitative]
15. 2 Parameters that has to be assessed
Step 1 : Decide which to measure
1 ) Awareness
2 . Knowledge
a few. Persuasion
some. Trial and repeat
Step two: Establish benchmarks for the measure(s) -- The beginning level, or wherever things was standing right before the MC hard work began
15. 3 Reason for Advertising Research
Marketing strategy research is used to identify the product placement, to assist in the selection of the point markets, marketing messages, or perhaps media automobiles.
ADVERTISING AND REVENUE PROMOTION
DOCTOR AMIT KUNDU
Imaginative concept studies used to measure the extent of target audience's acceptance of numerous creative ideas in the concept creation stage.
Pre-testing of ads is done to identify any likely communication challenges before beginning an ad campaign.
Post-testing of ads will help advertisers to judge the advertising campaign results. 12-15. 4 Evaluation Timing
1 ) Market research in to customer awareness whether the brand's position needs reinforcing, changing or transfering.
2 . Idea testing Measures the effectiveness of the rough concepts that turn into brand and campaign designs.
3. Contingency testing - Testing that tracks the performance of messages because they are run.
some. Evaluative testing - Actions the efficiency of the brand messages against all their objectives at the conclusion of the program
15. five MESSAGE SCREENING
Objective: Determine if the concept is influential
Step I: Testing concepts and creative strategies
Stage II: Copytesting to foresee effects
Step III: Assessment to measure persuasion
15. 5. 1 Testing ideas
Concept assessment is the very first step in making a campaign. It can be used to decide the most powerful message principle, creative motif, or major selling idea for a brand—prior to the progress any last MC concept materials just like commercials, printing ads, or maybe a website.
1 . Intercept studies
A survey in which people in a nearby mall or in a event will be interviewed depending on a short set of questions.
Intercept research are clinically reliable studies but rather offer a way to acquire a quick response for classification purposes.
2 . Focus groups
An evaluation strategy in which 8 to doze members of the brand's audience, led with a moderator, go over some part of a brand, item category, or message strategy.
PROMOTING AND SALES PROMOTION
DR . AMIT KUNDU
The main benefit of target group studies diagnostic. The concept is to find out more on a category, competitive brands, and concept strategies from your user's perspective and to ―diagnose‖ any challenges.
15. a few. 2 Replicate testing
Copy testing can be used either as the brand message is in expansion or after seems like.
All company messages, should certainly, to some extent, do two things – communication and persuade.
Communication happens when the receiver of any message arrives at the meaning designed by the fernsehsender who protected the communication.
Persuasion takes place when people of a meaning...