sachin presentation of imc 1

7/31/2019 SACHIN Presentation of Imc 1

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Most advertiser try to measure the communicationeffect on ad,

That is ,its potential effect on awareness, knowledge ,orpreference.

They would like to measure the ads sales effect

Communication effect research called copy testing ,

seeks to determine whether an ad communicatingeffectively.

Marketers should perform this test both before an ad isput into media and after it is printed or broadcast.


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What is the main message you get from this ad?

What do you think they want you to know ,believe ,or do

How likely is it that this ad will influence you to undertakethe action.

What work well in the ad and what work poorly?

How does the ad make you feel ?

Where is the best place to reach you with this message?


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Portfolio test ask consumers to vie orlisten to a portfolio or advertisements

Its message under stood and rembered


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Laboratory test use equipment tomeasure physiological reaction.

Heartbeat blood pressure, pupil dilationgalvanic skin response perspiration

For print ads

For broad cast ads

Trailer tests

Theater test

On air test


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What sales are generated by an ad that increase brand

awareness by 20% and brand preference 10%

Share ofexpenditure

Share ofvoice

Share ofmind heart

Share ofmarket


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Under direct measures, a relationshipbetween advertising and sales is

established. A comparison of sales of two periods or

two periods or two markets may be doneand the corresponding changes may benoted.


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Some insights into the effectiveness of pastadvertising may be obtained by measuring therelationship between the advertisingexpenditure and the total sales of the product.

analysis of advertising expenditure and sales

over several time periods may be calculated. Itwould show how the changes in advertisingexpenditure have corresponding changes insales volume.

This technique estimates the contribution thatadvertising has made to explaining in a corelational manner rather than a casual sales,the variation in sales over the time periodscovered in the study


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The other measure of advertisingeffectiveness is the method ofexperimental control where a casual

relationship between advertising andsales is established.

This method is quite expensive when

related to other advertisingeffectiveness measures yet it is possibleto isolate advertising contribution tosales.


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Moreover this can be done as a pre-test to aid advertising in choosingbetween alternative creative designs.

Media schedules expenditure levelsor some combination of theseadvertising decision areas.

One experimental approach tomeasuring the sales effectiveness ofadvertising is test marketing.


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This classic design uses several test andcontrol cities in this design two types of

cities are selected. Cities in which advertising campaigns

are affected may be named as testcities and other cities may be calledcentral cities.


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As it is very difficult to measure the direct effect ofadvertising on companys profits or sales,

most firms rely heavily on indirect measures. Thesemeasures do not evaluate the effects of advertisements

directing on sales or profits but all other factors such ascustomer awareness or attitude or customer recall ofadvertising message affect the sales or profits or goalsof the business indirectly.

Despite the uncertainties about the relationshipbetween the intermediate effects of advertising and theultimate results, there is no other alternative but to useindirect measures. The most commonly used measuresare;


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In order to be effective, the advertisement must gainexposure.

The management is concerned about the number oftarget audiences who see or hear the organizationmessage set in the advertisement.

Without exposure, advertisement is bound to failure. Marketers or advertisers may obtain an idea of exposure

generated by the medium by examining its circulation oraudience data which reveal the number of copies of themagazine, newspaper or journal sold the number ofpersons passing the billboards or riding in transit facilities,or the number of persons living in the televiewing or radiolistening area, and the number of persons switching ontheir T.V. and radio sets at various points of time.

This number can be estimated by interviewing thenumbers of the audience for different media.


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The marketers who rely heavily on advertising oftenappraise its effectiveness by measuring thecustomers awareness about the particular product orbrand.

The assumption of this type of measure is that there isa direct relationship between the advertisements andthe awareness.

This type of measure is also subject to the samecriticisms as is applicable to direct measures of

effectiveness (sales measures because awareness isalso not the direct result of the advertisements. It is also affected by many other factors. But, for new

products, changes in awareness can often beattributed to the influence of advertising.


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Consumers generally use advertisements as a means ofobtaining information about the product, brand or the

manufacturer. They cannot be informed unless they comprehend the

message (grasp the message mentally and understand itfully). Various tests for valuating comprehension are available.

One is recall tests an indicator of comprehension because itis evident that consumers recall what they comprehend.Another measure of the variable is to ask questions aboutsubjects how much they have comprehended a messagethey have recently heard or seen.

One may employ somewhat imprecise test of thecomprehension of a newspaper and radio advertisement. Onemay ask typical target consumers from time to time suchquestions like what did you think of our new commercial?and Did it get the message across? The answers of thesequestions will provide sufficient insight into advertising decisionmaking.


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: Since advertising is considered to be one wayof influencing the state of the mind of theaudience towards a product, service or

organization, the results are very oftenmeasured in terms of attitudes among groupsexposed to advertising communication

. Several measures are used ranging from

asking the questions about willingness to buythe likelihood of buying to the measurement ofthe extent to which specific attributes (such asmodern or new) are associated with a product.


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One objective of advertisement may

be assumed to be to stimulate actionor behavior.

The action or intention to take an

action may be measured on theintention to buy measuring instrument.

Under this type of measure,

consumers are asked to respond whythey are interested in purchasing theproduct or brand.


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One type of action that advertisersattempt to induce is buying behavior.

The assumption is that if an increase insales follows a decrease in advertisingexpenditure, the change in sales levelsare good indicators of the effectiveness

of advertising. Logic suggests that measurement of

sales is preferable to othermeasurements.


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