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Belch: Advertising and
Promotion, Sixth Edition
VI. Monitoring, Evaluation,
and Control
19. Measuring the
Effectiveness of the
Promotional Program
Sales Percent Change
During Event from Average
Product Market (Dollar or Volume) Sales
Snacks Louisville $119,841 +52%
Salt Lake City $135,500 +47
Indianapolis $347,940 +105
Soap Atlanta 950 cases +375
Minneapolis 880 cases +867
Cleveland 972 cases +238
Portland, OR 580 cases +580
St. Louis 1,616 cases +1,454
Salad dressing Atlanta NA +175
Salt Lake City NA +143
Performance Research in Newport, Rhode Island, measures impact on brand
awareness and image shifts. PS Productions, a Chicago-based research organization,
provides clients with a measure of event sponsorships based on increased sales. PS
calculates sales goals based on the cost of the event and the value of extras like
donated media, customized displays, ads for key retailers, and tickets given away. An
event is a success if it brings in at least that amount in additional sales (Figure 19-20).
While each of these measures has its advantages and disadvantages, we suggest
using several in assessing the impact of sponsorships. In addition to those mentioned
here, the eight-step process suggested in Figure 19-21 could be used to guide these
evaluations.
Measuring the Effectiveness
of Other IMC Program Elements
Many of the organizations mentioned in this chapter offer research services to measure
the effectiveness of specific promotional program elements. As we noted at the outset
of this chapter, the increased use of integrated marketing communications programs has
led to more interest in determining the synergistic effects of all program elements. A
review of the Ogilvy Award winners from 1993 to date demonstrates the increased integration
of additional media (as opposed to specifically the best advertising campaign)
1. Narrowly define objectives with specifics.
2. Establish solid strategies against which programming will be benchmarked and
measure your programming and effectiveness against the benchmark.
3. Set measurable and realistic goals; make sure everything you do supports them.
4. Enhance, rather than just change, other marketing variables.
5. Don’t pull Marketing Plan 101 off the shelf. Programming should be crafted to
reflect the particulars of your company’s constituencies and target audiences.
6. Define the scope of your involvement. Will it involve multiple areas within the
company? Who internally and externally comprises the team?
7. Think “long term.” It takes time to build brand equity. Also, think of leveraging your
sponsorship through programming for as long as possible, before and after the
event.
8. Build evaluation and a related budget into your overall sponsoring program. Include
items such as pre- and post-event attitude surveys, media analysis, and sales results.
© The McGraw−Hill
Companies, 2003
Figure 19-20 Sales impact
of concert sponsorships
(average four to six weeks)
Figure 19-21 Eight
steps to measuring event
sponsorship
651
Chapter Nineteen Measuring the Effectiveness of the Promotional Program