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1 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition Chapter Objectives VI. Monitoring, Evaluation, and Control 1. To understand reasons for measuring promotional program effectiveness. 2. To know the various measures used in assessing promotional program effectiveness. 19. Measuring the Effectiveness of the Promotional Program © The McGraw−Hill Companies, 2003 Measuring the Effectiveness of the Promotional Program 19 3. To evaluate alternative methods for measuring promotional program effectiveness. 4. To understand the requirements of proper effectiveness research.
Belch: Advertising and Promotion, Sixth Edition VI. Monitoring, Evaluation, and Control 19. Measuring the Effectiveness of the Promotional Program Measuring the Impact of IMC— Bringing It All Together As marketers continue to allocate dollars to a variety of IMC tools, the question is, How well is the IMC program working? Unfortunately, while numerous efforts have been made to determine effectiveness of specific program elements, only recently have marketers made attempts to examine the interactive effect of communications methods. Here are some of the results of these studies: • Online Publishers Association. The Online Publishers Association, in partnership with Millward Brown and IntelliQuest, conducted a test to determine how advertising can work in combination with off-line (traditional) advertising. Specifically, the research was designed to test recall and memorability of online advertising and television advertising—alone and in combination. Using an advertisement for the U.S. Air Force, three groups were exposed to the ad by (1) visiting a web page on ESPN.com, (2) watching an episode of Who Wants to Be a Millionaire, or (3) watching the TV program and visiting the web page. A control group with no exposure to © The McGraw−Hill Companies, 2003 the ads was also included. The results indicated that: • Brand awareness was significantly higher than, and day-after recall was more than double, that of the control group when exposed to online ads. • Online advertising is more likely to be seen than TV advertising. • Those exposed to both online and TV ads were significantly more likely to recall the TV commercial. Overall, the study concluded that there was a synergistic effect when TV and online are used in combination, leading to a 9 percent gain in recall. When the TV and online ads were both used, there was a 48 percent increase in recognition of the online ads, leading to the conclusion that online supports TV commercials and vice versa. • MSN online study. Microsoft joined forces with research company Marketing Evolution, Dynamic Logic, the Advertising Research Foundation, the Interactive Advertising Bureau, and Unilever to examine the impact of online advertising when combined with traditional advertising. Branding metrics such as unaided and aided awareness, brand associations, and purchase intent were measured for Dove and Dove Nutrium Bar soaps, using individual media and a combination of online with TV and print. The results indicated that increasing the frequency of online advertising efficiently improved branding results and that combining online advertising with the more
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142 Part Three Analyzing the Commun
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196 Part Four Objectives and Budget
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IN2 Name and Company Index Belch: A
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