Marketing and Sales Management II

Marketing and Sales Management Level II

• Module Title: Conducting Pre-Campaign Testing

Unit One: Planning for Pre-Campaign Testing

• Testing valid and reliable advertisements is key
• Documenting outcomes and targets is needed
• Selecting the pilot advertisement is a crucial step
• Negotiating media placement is important
• Valid and reliable measurement of advertising is essential
• Documenting expected outcomes and targets
• Analyzing and determining factors supporting or deterring marketing segments.

1.1 Testing Valid and Reliable Advertisements

• Campaign: A planned series of political, business, or military activities aimed at achieving a specific goal
• Marketing campaign: A strategic marketing effort designed to promote a specific endeavor for a company, brand, or individual
• Common Components: Promotion, Advertising, Distribution, Merchandising, Pricing
• Testing validity and reliability: Ensuring advertisement claims are accurate and supported by evidence
• Fact-checking: Verifying factual claims through research and reliable sources
• Independent verification: Seeking external validation of claims from experts or conducting tests
• Sample representation: Ensuring the sample used in the advertisement accurately represents the target audience

Sample Representation, Testimonials, Scientific Studies, and Regulatory Compliance

• Sample representation: Assess whether the sample accurately represents the target audience
• Testimonials and endorsements: Evaluate credibility and authenticity of testimonials and endorsements
• Scientific studies and research: Look for relevant scientific studies supporting claims
• Regulatory compliance: Ensure the advertisement adheres to relevant regulations in the target market

Consumer Feedback and Reviews, KPIs, and Common KPIs

• Consumer feedback and reviews: Gathering feedback from consumers who have used the product
• Advertisers use KPIs (Key Performance Indicators): to measure effectiveness
• Common KPIs: Reach, Impressions, Click-Through Rate (CTR), Conversion Rate, Return on Investment (ROI), Brand Awareness, Engagement, Customer Acquisition Cost (CAC), ROAS, Customer Lifetime Value

Types of Marketing Campaigns

• Different types of campaigns exist such as: Traditional Media Campaign, Seasonal Push Campaign, Product Launch Campaign, Brand Awareness Campaign, Rebranding Campaign, Brand Launch Campaign, Contest Marketing Campaign, Email Marketing Campaign
• Companies use a variety of marketing campaigns to achieve various marketing goals.

1.3 Selecting the Pilot Advertisement

• Pilot campaigns are small-scale campaigns used to test the viability of a particular marketing medium before a full-scale launch
• Roll out multiple versions of ads with different calls to action (CTAs)
• Steps for creating a successful pilot program:
  • Define the business objective
  • Specify your target audience.
  • Identify the core content niche
  • Determine the core deliverable for the target.
  • Establish a launch date
  • Define measurement criteria

1.4 Negotiating Media Placement

• Setting clear objectives
• Researching media outlets
• Understanding pricing models
• Determining budget
• Gathering data and insights

2.0 Piloting the Advertisement

• Advertisement testing: The process of putting different ads in front of a sample audience and collecting feedback
• Methods for testing advertisements and gaining feedback include running experiments, surveys, or interviews with test subjects

2.1 Testing the Advertisement

• Steps to effectively test advertisements: Setting clear objectives, identifying testing variables, creating test samples, defining testing metrics, implementing A/B testing, monitoring and analyzing results, and iterating and optimizing

3.0 Utilizing Pre-Campaign Test Results

• Analyzing test results
• Making schedule and options for advertisements
• Amending advertisements

3.1 Analyzing Test Results

• Steps to analyze pre-campaign test data: Pre-campaign measurement, in-flight measurement, and post-campaign measurement
• Define relevant metrics, like conversion rate, CTR, and ROAS.

3.2 Making Schedule and Options for Advertisements

• Review performance data
• Set objectives for modifications
• Identify target audience behaviors

3.3 Amending Advertisements

• Reviewing performance data to identify areas that need improvement
• Identifying specific areas for amending, like copy, visuals, targeting, or call to action
• Updating ad copy and visuals, optimizing targeting, optimizing landing pages, testing different variations.