16 Questions
What is the primary purpose of measurement in the context of marketing?
To measure the return on investment (ROI)
What is one of the major problems facing marketers?
Measuring the return on investment
Why is research important in marketing?
To gain a better level of understanding and inform decision making
What is one of the reasons why marketers should measure their marketing performance?
To provide credibility
What is one of the challenges of measurement?
It can be costly, especially for smaller companies
What should marketers test according to the provided content?
The campaign objectives
What is a consequence of not measuring marketing performance?
Making costly mistakes
What is a reason not to measure marketing performance?
It can limit creativity
What are some factors that influence how someone responds to an advertisement?
All of the above
What is the purpose of pre-tests in advertising?
To eliminate bad ads and amplify good ones
What type of testing involves evaluating performance throughout a campaign?
During-testing
What is the main difference between lab testing and field testing?
Lab testing lacks realism, while field testing lacks control
What is neuromarketing used for?
To measure the subconscious response to stimuli
What are the two methods of measurement used in neuromarketing?
Biometric and brain-imaging
What is an example of biometric measurement used in neuromarketing?
Using glasses to track eye movements in supermarkets
What is the benefit of online surveying in advertising?
It is quicker and lower in cost than other methods
Study Notes
Importance of Measurement in IMC
- Measurement is crucial to test campaign success and evaluate return on investment (ROI)
- Without proper measurement, facts and data remain unknown, uncertain, and unqualified
Goals of Measurement
- To measure ROI and evaluate campaign success
- To know where money is being wasted and where it's being invested properly
- To gain a better understanding and inform decision making
Phases of Evaluation
- Pre-tests: measures taken before the campaign to test ideas and eliminate bad ads
- During tests: evaluating performance throughout the campaign to see consumer response
- Post-tests: measures taken after the campaign to determine success and evaluate the next campaign
Reasons to Measure
- Provides accountability
- Allows comparison of past performance
- Provides credibility
- Helps design marketing programs and allocate marketing budget
- Avoids costly mistakes
- Evaluates alternative strategies
- Increases efficiency of IMC campaign
- Increases reach and awareness
- Determines if objectives have been achieved
Reasons Not to Measure
- Costly, especially for smaller companies
- Research can be difficult and time-consuming
- Internal disagreement on what to test
- Can limit creativity
- Time-consuming
What to Measure/Test
- Campaign objectives
- Influencer/spokesperson reception
- Message variables (e.g., sex appeals to men vs. women)
- Context experience (e.g., ad reception in different environments)
- Effectiveness of the campaign
Measurement Process
- Source factors
- Message variables
- Media strategies
- Budget decisions
Types of Testing
- Lab testing (neuromarketing) under controlled conditions, but lacks realism
- Field tests in natural viewing settings, but lacks control
- Online surveying for quicker and lower-cost testing
- Neuro Marketing: measures subconscious response to stimuli in natural environments and real-time
- Biometric measurement (facial expression, eye gaze, heart rate, brain function)
Learn about measurement methods for campaign success, including divergence and relevance, and how to avoid confirmation bias in research.
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