Wells19_Basic 广告文案写作 教学教案.ppt

Evaluation of Effectiveness Part 5: Integration and Evaluation Chapter 19 Chapter Outline Chapter Key Points Evaluating Effectiveness Stages of Copy Testing Media Evaluation Campaign and IMC Evaluation Key Points Demonstrate that you understand why and how advertising evaluation is conducted List and explain the stages of copy testing Identify the key areas of media evaluation Discuss how campaigns and IMC programs are evaluated Evaluating Effectiveness Types and stages Developmental research Concurrent research Posttesting research Diagnostic research Factors to be evaluated Communication effects Sales impact Copy-testing services Developed norms for product categories Stages of Copy TestingMessage Development Research Message strategy Concept testing Pretesting Diagnostics Media Evaluation Evaluating audience exposure Advertising ROI and Media efficiency Check estimates in media plan against vehicle performance Critical evaluation is whether reach and frequency objectives were obtained Media Evaluation Evaluating audience exposure Advertising ROI and Media efficiency Return on investment The cost of creating and running advertising vs. revenue it generates Wearout Media optimization Campaign and IMC EvaluationMarketing Communication Evaluation Direct response Sales promotion Public relations Evaluate ads containing elements that can be returned by using direct-response counts Campaign and IMC EvaluationMarketing Communication Evaluation Direct response Sales promotion Public relations May be necessary to evaluate both trade and consumer promotions Payout plan Breakeven analysis Campaign and IMC EvaluationMarketing Communication Evaluation Direct response Sales promotion Public relations Examine the success of the program in getting the message out to the target in terms of output and outcomes