Marketing & Digital Communications
MKTG3019
Know the industry
Read 1 x article from one of these sites
before you come to the class
http://www.adnews.com.au/
https://www.communicationscouncil.org.au/
https://mumbrella.com.au/
Evaluating Integrated
Marketing
Communications
Effectiveness
Learning Objectives
LO1: Campaign Evaluation Process
LO2: Campaign Evaluation Tools
LO3: Techniques on Testing Advertisements
What did you learn
from the video on
vUWS Module 12
LO1: Campaign Evaluation
Process
• To remain relevant (gain influence and
resources), marketers need to measure their
performance.
• No single research tool will provide all of the
measures to validate the effectiveness of a
campaign; therefore a suite of tools is used.
• The measures should look to enhance brand
equity (brand awareness and image), and the
effect the campaign has on consumers’
attitudes and behaviour towards the brand.
LO1: Campaign Evaluation
Process
Evaluation Process
At what time during
What activities
the campaign
should be
should the
evaluated?
evaluation happen?
Where should the How should the
IMC campaign be evaluation be
evaluated? conducted?
LO1: Campaign Evaluation
Process
What activities should be evaluated?
• the marketing messages
• the media channel(s)
• the source being used
• the expenditure.
LO2: Campaign Evaluation
Tools
What to evaluate?
LO2: Campaign Evaluation
Tools
What to evaluate?
LO2: Campaign Evaluation
Tools
What to evaluate?
Social media
Owned social metrics: Earned social metrics:
social media that is earned by the
owned by the organisation e.g.
organisation ‘Likes’ and ‘shares’
LO2: Campaign Evaluation
Tools
Two main earned social media metrics:
• Earned conversations-network conversations
• In-network conversations
Earned social media data can be evaluated according to:
• Share of voice – e.g. Nike compared to Reebok
• Share of conversation – e.g. Nike compared to BMW
• Sentiment – positive or negative?
• Message resonance
• Overall conversation volume
LO2: Campaign Evaluation
Tools
When to evaluate?
• Pre-testing
• aids in development of the message
• reduces ineffectiveness within the campaign.
• Post-testing
• measures effectiveness of marketing
objectives
• can take place in the field (home or
workplace),
or can be simulated testing in laboratories.
LO2: Campaign Evaluation
Tools
Where to evaluate?
• In the field:
• in homes
• at workplaces
• In simulated situations:
• market research company rooms or
small theatres (laboratories).
LO2: Campaign Evaluation
Tools
How to evaluate?
• A range of measures can be used.
• Measures range from paper-and-pencil instruments
to physiological devices.
• https://www.youtube.com/watch?v=CUXf6KLIFoM
• Choice of method depends on the specific objectives
of the marketing communications campaign.
• Methods can also depend on the unique
characteristics of the market.
Class Activity – 20
minutes
How would you evaluate the
effectiveness of your campaign?
LO3: Testing
Advertisements
• To ensure effectiveness, it is necessary to
evaluate the development of advertisements.
• Evaluation of the concept:
• use of focus groups
• ethnographic research.
• Rough art, copy and commercial evaluation:
• knowledge and response tests
• consumer juries.
LO3: Testing
Advertisements
• Pre-testing finished broadcast advertisements:
• physiological research
• theatre tests
• on-air tests
• Post-test of broadcast
advertising:
• on-line testing
• day-after recall test
• measures of persuasion
• single-source tracking studies
• econometrics.
LO3: Testing
Advertisements
• Pre-test of finished print advertisements:
• portfolio tests
• readability tests
• dummy advertising vehicles
• Post-test of print advertisements:
• recognition tests
• enquiry tests
• recall tests.
LO3: Testing
Advertisements
• The future of evaluation may also involve
providing free stuff to consumers to test.
• Real-time responses from consumers.
• Use of AI and social robots to test message
execution.
Class Activity – 30
minutes
Last minute campaign feedback.
1 x Turn-it-in copy per group
1 x Peer-evaluation per person
(email to tutor)
Next Session:
Campaign Showcase
