Evaluationof Effectiveness

ADVERTISING IMPACT: DOES IT WORK?Evaluating EffectivenessStages of EvaluationMeasuring Responses

Evaluating Effectiveness

…If you can’t measure it, you can’t manage it.

Types & Stages of Evaluation

Measuring Responses

WHAT IS MESSAGE EVALUATION?

Copytesting

Message Development ResearchConcept TestingPretestingDiagnostics

Message Development ResearchConcept TestingPretestingDiagnostics

Message Development ResearchConcept TestingPretestingDiagnostics

Message Development ResearchConcept TestingPretestingDiagnostics

During Execution: Concurrent Testing

Coincidental SurveysAttitude TestsTracking StudiesTest Markets

Post-Testing: After-Execution Research

Attention

Engagement

Comprehension

Memory

Brand Linkage

Emotion

Likability

Persuasion

Inquiry

Scanner Research

MEDIA EVALUATIONEvaluating Audience ExposureROI & Media Efficiency

Evaluating Audience Exposure

Out-of-Home MediaNew Media

ROI & Media EfficiencyMedia OptimizationWearout

EVALUATING IMC TOOLS, CAMPAIGNS & PROGRAMS

Marcom ToolsSpecial Advertising SituationsCampaign & Program Evaluation

Marcom Tools

Marcom Tools

Marcom Tools

Marcom Tools

Marcom Tools

Marcom Tools

Special Advertising Situations

Campaign & Program Evaluation

Campaign & Program Evaluation

Campaign & Program Evaluation