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Part Six Monitoring, Evaluation, and Control
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 19-2 Chiat/Day
expresses its opinion of
recall tests
VI. Monitoring, Evaluation,
and Control
19. Measuring the
Effectiveness of the
Promotional Program
© The McGraw−Hill
Companies, 2003
within the firm. The sales manager may want to see the impact of promotions on
sales, top management may wish to know the impact on corporate image, and those
involved in the creative process may wish to assess recall and/or recognition of the ad.
Lack of agreement on what to test often results in no testing.
Again, there is little rationale for this position. With the proper design, many or
even all of the above might be measured. Since every promotional element is
designed to accomplish its own objectives, research can be used to measure its effectiveness
in doing so.
4. The objections of creative. It has been argued by many (and denied by others) that
the creative department does not want its work to be tested and many agencies are
reluctant to submit their work for testing. This is sometimes true. Ad agencies’
creative departments argue that tests are not true measures of the creativity and effectiveness
of ads; applying measures stifles their creativity; and the more creative the
ad, the more likely it is to be successful. They want permission to be creative without
the limiting guidelines marketing may impose. The Chiat/Day ad shown in Exhibit
19-2 reflects how many people in the advertising business feel about this subject.
At the same time, the marketing manager is ultimately responsible for the success
of the product or brand. Given the substantial sums being allocated to advertising and
promotion, it is the manager’s right, and responsibility, to know how well a specific
program—or a specific ad—will perform in the market. Interestingly, in a study
examining the 200 most awarded commercials over a 2-year span, it was shown that
86 percent were deemed effective in achieving their goals, versus only 33 percent for
other ads—proving that creative ads are effective. 3