Chapter 15 Evaluating an Integrated Marketing Program Flashcards
What is message evaluation?
Testing of advertising communications. (Techniques) - Measuring the physical design of promotional materials as well as its cognitive elements (recall and recognition), affective elements (emotion and attitude), and conative elements (behavioral intentions)
Be able to identify an example of measuring affective responses when analyzing advertising or IMC campaigns.
(Emotional Reaction Tests) - ex: asking about an individual’s feelings and emotions after viewing a marketing communication piece.
What does advertising tracking research examine?
Examines ads that have launched. This in-market research method monitors a brand’s performance and advertising effectiveness.
Be able to identify examples of unaided and aided brand awareness.
Aided - Shown a list of brands and asked to identify the correct brand.
Unaided - Able to identify the brand without a list of brands.
When is copy testing is most likely to be used?
Most likely to be used after the marketing piece is finished or launched.
What does cognitive neuroscience measure?
Measures brain activity. It tracks the flow and movement of electrical currents in the brain.
What is the number one way companies measure the impact of online advertising?
The number one way to do this is Click throughs - How many people see an online ad, click it, and go to the website.
What is the online metric that measures how long an individual stays at a particular
website?
Length of Engagement
Describe a test market.
Allows company leaders to examine the effects of a marketing effort on a small scale before launching a national or international campaign. If the test market achieves success, then the likelihood that the national campaign will be effective improves.
What is the measure or definition of marketing return on investment (ROI) that is most commonly used?
Most common measure/definition are behavioral responses, such as incremental sales, total sales, and market share.
