乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter19a.pptVIP

Measuring the Effectiveness of the Promotional Program Pros and Cons of Measuring Effectiveness Evaluating Alternative Strategies Measuring Effectiveness: Marketers’ Views Measuring Advertising Effectiveness Pretesting Methods Posttesting Methods Posttesting the Value of a Sponsorship Test Your Knowledge Where to Test Positioning Advertising Copy Test (PACT) Test Points Concept Testing Rough Art, Copy, and Commercial Testing Rough Testing Terms An Animatic Example from Airwalk Spot Resulting from Animatic Rough Pretesting Finished Print Ads Test Your Knowledge Pretesting Finished Broadcast Ads Physiological Measures Market Testing Print Ads Starch-Scored Sports Illustrated Ad Posttests of Broadcast Commercials Comprehensive Testing by Ipsos-ASI Problems With Current Research Methods Essentials of Effective Testing Test Your Knowledge Measuring Effectiveness of Other Programs Measuring Effectiveness + Efficiency Chapter Nineteen Measuring the Effectiveness of the Promotional Program ? 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Relation to text This slide relates to the material on pp. 615-619 of the text. Summary Overview This slide shows some of the reasons why companies should measure effectiveness of their communications programs, as well as why they don’t. Reasons why such measures should be taken include: To avoid costly mistakes To evaluate strategies implemented To increase the efficiency of advertising in general To determine if objectives are achieved Many managers choose not to measure, citing the following reasons: The costs associated with measuring effectiveness Problems with research methods Disagreement as to what to test Objections of creative Time Use of this slide This slide can be used to discuss the reasons why managers should conduct research to measure the effectiveness of advertising and other components of the IMC program, as well as some of the reasons why they may resist doing so. Relation to textThis slide relates to page 615 and