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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