Marketing Communications Chapter 13

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Questions and Answers

What is the difference between a message evaluation and respondent behaviours, when assessing the effectiveness of marketing communications?

Message evaluations examine the creative message and design of the advertisement, while respondent behaviours address visible customer actions.

What are some typical objectives and related measures for each of the five elements of the marketing communications mix?

Advertising Media - reach and frequency; Direct Marketing - specific action taken; Sales Promotion - increase sales; Public Relations - brand perceptions; Digital Marketing - similar to other elements.

Name the different types of pre-tests outlined in this chapter.

Concept Testing, Copytesting, Persuasion Analysis, Emotional Reaction Test, Physiological Arousal Tests, Purchase Simulation Tests.

What does a concept test evaluate? How are storyboards and focus groups used in concept tests?

It evaluates the content of an ad and its impact. Storyboards test concepts, while focus groups are a common test procedure. Signup and view all the answers

Describe the use of portfolio tests and theatre tests in copytesting programs.

Portfolio tests display a set of print ads, while theatre tests show television ads, including the one being evaluated. Signup and view all the answers

What is a warmth monitor? What does it measure?

A warmth monitor measures emotions by tracking consumer reactions using a joystick. Signup and view all the answers

Describe how psychogalvanometers, pupillometric meters, and psychophysiology analysis techniques are used in evaluating advertisements.

Psychogalvanometers measure perspiration, pupillometric meters measure pupil dilation, and psychophysiology analyzes brain activity. Signup and view all the answers

Describe a purchase simulation test.

It simulates shopping experiences where subjects choose products and respond to ads shown. Signup and view all the answers

What is DAR? How are aided and unaided recall tests used in conjunction with DAR evaluations?

DAR stands for Day-After Recall, used to evaluate TV ads. Unaided recall tests ask subjects to name ads, while aided recall provides prompts. Signup and view all the answers

What is a recognition test? How is it different from a recall test?

A recognition test asks individuals if they recognize an ad. Unlike recall tests, recognition focuses on ad recognition rather than memory retention. Signup and view all the answers

Name the different types of post-tests outlined in this chapter.

Recall tests, recognition tests, sales and response rates, and test markets. Signup and view all the answers

What items can be evaluated using test markets?

Advertisements, consumer and trade promotions, pricing tactics, and new products. Signup and view all the answers

Name and describe the criteria which can be used to assess the impact of the overall IMC program.

Market share, innovation, productivity, physical and financial resources, profitability, manager performance, employee performance, and social responsibility. Signup and view all the answers

What are three reasons why marketing communications are rarely measured?

Campaigns undergo revisions, the expense is seen as a detractor, and time and expense deter measurement. Signup and view all the answers

What are three reasons why the lack of measurement is sustained?

Conflicts of interest between clients and agencies, competitive pressures, and rewards based on revenues. Signup and view all the answers

Study Notes

Message Evaluation vs. Respondent Behaviours

Message evaluations analyze the creative content and design of marketing materials, considering cognitive and peripheral components.
Respondent behaviours focus on actual customer actions, such as store visits and purchases, providing measurable numeric data.

Objectives and Measures of Marketing Communications Mix

Advertising aims for reach and frequency; related measures include the audience size exposed to messages.
Direct Marketing focuses on the number of mailers distributed, while measures include audience actions taken.
Sales Promotion seeks to boost sales and coupon circulation, with success gauged by sales metrics.
Public Relations goals include audience reach with measures evaluating brand perception.
Digital Marketing objectives and measures align closely with traditional marketing elements.

Types of Pre-Tests

Concept Testing evaluates the core content of ad concepts.
Copytesting assesses effectiveness of ad copy.
Persuasion Analysis measures the impact on attitudes and beliefs.
Emotional Reaction Tests gauge emotional responses.
Physiological Arousal Tests measure physical reactions to ads.
Purchase Simulation Tests emulate shopping behaviours.

Concept Test Evaluation

Concept tests assess the effectiveness of advertising content on potential customers.
Storyboards serve as visual tools for testing concepts.
Focus groups provide qualitative insights during concept testing.

Portfolio and Theatre Tests in Copytesting

Portfolio Tests display multiple print ads to assess consumer responses.
Theatre Tests involve showing television ads in a typical viewing setting.
Both methods reflect realistic ad exposure scenarios.

Warmth Monitor

A warmth monitor gauges consumer emotions through joystick movements while viewing ads.
Outputs represent varying emotional responses, categorized from absence of warmth to emotional engagement.

Psychophysiological Measurement Techniques

Psychogalvanometers track sweat levels to assess emotional response.
Pupillometric meters evaluate pupil dilation as an emotional indicator.
Psychophysiology measures brain activity related to emotional engagement and memory retention.

Purchase Simulation Test

This test simulates real shopping experiences, offering a selection of products.
Participants view a series of ads and then shop again to assess purchasing changes.

Day-After Recall (DAR)

DAR evaluates TV ad effectiveness through recall tests.
Aided recall provides hints about ads, while unaided recall tests free memory retention.
Challenges include misremembered ads, media usage limitations, and age-related recall differences.

Recognition vs. Recall Tests

Recognition Tests assess if individuals remember seeing an ad, followed by detailed follow-up questions.
Recall Tests measure the extent of interest and engagement with an ad.
Recognition focuses on ad recognition, while recall gauges overall retention and interest.

Types of Post-Tests

Post-tests include recall tests, recognition tests, sales response rates, and test markets.

Test Markets Evaluation

Items analyzed through test markets include:
- Different versions of advertisements
- Consumer and trade promotions
- Pricing strategies
- New product launches

Criteria for Assessing Integrated Marketing Communication (IMC) Program Impact

Market Share indicates competitive positioning and brand loyalty.
Innovation reflects creative approaches to meeting marketing goals.
Productivity emphasizes result-driven marketing activities.
Physical and Financial Resources require advanced technology and funding.
Profitability is essential for organizational sustainability.
Manager Performance highlights the importance of developing talented marketing professionals.
Employee Attitudes represent morale and inter-departmental relationships.
Social Responsibility influences long-term organizational success.

Challenges in Measuring Marketing Communications

Campaign revisions and the perception of measurement as a financial burden deter evaluation.
Reluctance persists due to conflicts of interest among stakeholders, competitive pressures, and revenue-based rewards.

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This quiz focuses on Chapter 13, exploring the differences between message evaluations and respondent behaviors in assessing marketing effectiveness. It provides flashcards to help reinforce key concepts and definitions related to marketing communications.