Module 5: Output Measures: Behavioural Flashcards
What’s the difference between behavioural and attitudinal measures?
Behavioural measures measure claimed or actual current behaviour while attitudinal measures influence future behaviour.
What are some key behavioural measures?
- Loyalty
- Penetration
- Footfall
What would be typically used for direct response campaigns?
- Cost per response
2. Response rate
What would you use to measure online campaigns?
- Cost per click (CPC)
2. Click-through rate (CTR)
Define loyalty
The share of total category buying that the brand accounts for amongst its users.
What are the two ways you can (generally) increase sales?
Penetration or loyalty.
How is penetration usually measured?
The percentage of target consumers that buy the brand with some threshold level of frequency.
Define footfall.
Footfall is a measure of the number of potential customers who visit a shop or business in a given period.
How do we calculate cost per response?
CPR = total expenditure / total responses
How do you calculate response rate?
Response rate = Total responses / total adult impacts x 100
How do you calculate cost per click?
CPC = total expenditure/ total website clicks
How do you calculate click-through rate?
CTR = total clicks x 100 / total impressions
What is the issue with behavioural measures?
They’re not forward looking i.e. they’re not leading indicators
What are some advantages of behavioural measures?
- They’re ‘harder’ than intermediate measures
2. They’re more closely linked to the actual trading realities of the brand
Name 3 common behavioural measures.
- Brand Penetration
- Category Penetration
- Frequency of purchase or usage
