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Belch: Advertising and
Promotion, Sixth Edition
Figure 19-5 Testing via the Internet is gaining in popularity
iTest Product Line
VI. Monitoring, Evaluation,
and Control
iTest
Collateral
(promotion and
merchandising
material)
iTest
Message
(PR and
positioning
messages)
iTest
Product
(product
designs)
iTest
Package
(package
designs)
iTest
Ad
(TV, radio,
print, and
Flash email
advertising)
iTest
Identity
(corporate
identity, trade
names, and
trademarks)
assessments
Quantitative Measures:
19. Measuring the
Effectiveness of the
Promotional Program
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Pre/post brand awareness change
On-shelf visibility
Pick-up power
Correct brand recall
Likability
Persuasion
Information completeness
Brand appropriateness
Brand associations
Competitor associations
Purchase consideration
Inclination to take desired action
Communication diagnostics
Demographic drivers
Qualitative Understanding:
Optional Optional Optional Optional Optional Optional
© The McGraw−Hill
Companies, 2003
Follow-up phone interviews for
expanded understanding of
issues and responses
631
Chapter Nineteen Measuring the Effectiveness of the Promotional Program