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IMC Lecture 8
This document discusses various methods for evaluating integrated marketing communications campaigns, including: 1) Pre-testing and post-testing advertising through techniques like opinion research, physiological tests, and tracking recall and response. 2) Evaluating sales results from promotions through audits, sales data, and customer feedback. 3) Measuring public relations efforts using media coverage, positioning, share price, and other metrics. 4) Assessing direct marketing through response rates, sales conversions, repeat purchases, and other KPIs.
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IMC Lecture 8
- 1. Integrated Marketing Communications controland measurement 8
- 2. the Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotionalobjectives promotional strategy coordinated communications mix implementation Control and evaluation push pull profile corporate marketing communications resources scheduling Fill, 2006
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- 5. control and evaluation… Linkto the SMART objectives set earlier… We also need to evaluate… The different tactics implemented The different media implemented and… So we have measureable criteria – or metrics And a time-frame to achieve them within …the different vehicles We can also evaluate performance against the budget
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- 7. Implications of control Structuresmust be clearly defined The extent of functional control must be determined Responsible individuals should be fully involved in planning Regular performance reports should be provided Responsible individuals should revise the plan when necessary Every item should be the responsibility of an individual within the organisation
- 8. Evaluating advertising Pre-testing -readability, physiological tests, opinion, behaviour Post-testing - recall, response Financial tests - ROI Tracking studies Likeability
- 9. BRAD Insight Nielsen IAB NRS Kantar Media/ TGI information about media…
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- 11. evaluating sales promotion… consumeraudits retail audit sales force feedback redemption sales data
- 13. evaluating PR… Media coverageand tone Positioning… image Share price… corporate communications column inches
- 15. evaluating direct marketing responserates sales conversion rates order values repeat purchases and retention
- 17. evaluating sponsorship… media exposure preand post testing… objectives – awareness, image perceptions, attitudes participant feedback – sponsor and sponsored tracking studies
- 19. evaluating personal selling… productivity– calls per day, per account, order to call ratio new accounts account development orders received expenses
- 21. criticisms of marketing… deceptivepractices - pricing, promotion and packaging High pressure selling - non-customer focus False wants and too materialistic Cultural pollution Impact on environment
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- 28. advertising codes… CAP BCAP advertising codesto ensure we’re legal, honest, decent and trustworthy CIM, 2012
- 29. consumer protection regulations… …andbusiness protection regulations designed to ensure that the consumer is ‘free’ to make their own informed purchasing decisions avoiding misleading and aggressive practices as well as those that are legally prohibited such as… False prize draws False recommendations and celebrity blogging Unwanted communications Cookies law CIM, 2012
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- 32. copyright, trademarks anddata protection… DPA… what information we hold about our customers copyrights and trademarks… protection of intellectual property It must have relevance It must be secure The individual must know what it will be used for Must be accurate and up-to-date Limited access, destroyed when no longer needed CIM, 2012
- 34. bribery act 2011… Itis now an offence to ‘give, promise or offer a bribe – or to request or agree to receive a bribe’ …but was is a bribe? …disproportionate hospitality Up to ten years in prison CIM, 2012
- 36. green claims… content mustbe relevant and offer a genuine benefit the claim must be presented clearly and accurately must be accurate, evidenced and relevant the claim must be substantiated CIM, 2012