IMC Chapter 15

Evaluating an
Integrated Marketing Program
CHAPTER-15
Learning Objectives
• What three broad categories of evaluation tools do companies use to evaluate IMC systems?
• How do marketing teams match evaluation methods with IMC objectives?
• What forms of message evaluations do marketers conduct to assess IMC programs?
• Which evaluation criteria does the positioning advertising copytesting (PACT) system
recommend?
• How do online evaluation systems assist advertising managers in assessing the quality of a firm’s
internet activities?
• What types of behavioral evaluations can companies employ to assess IMC programs?
• How are evaluation programs adjusted to match international operations?

Evaluation Metrics
Primary Metrics Used to Evaluate Marketing Communications-
1. Message evaluation techniques- Message evaluation

techniques examine the message and the physical design of
the advertisement, coupon, or direct marketing piece.
2. Online evaluation metrics- Online evaluation metrics

examine online advertising and social media campaigns.
3. Respondent behavior evaluations- Respondent behavior

evaluations count visible customer actions, including store
visits, inquiries, or actual purchases.
Matching Methods
with IMC Objectives
Marketers select methods of evaluation that match the objectives to be measured. An advertising
campaign with the intent of increasing customer interest in and recall of a brand will be assessed
using the level of customer awareness as the metric.
Several levels are used to analyze an advertising or IMC program. They include:
• Short-term outcomes (sales, redemption rates)
• Long-term results (brand awareness, brand loyalty, or brand equity)
• Product- and brand-specific awareness
• Affective responses (liking the company and a positive brand image)

Message Evaluations
Evaluating Advertising Messages-
1. Advertising Tracking Research: Ad Tracking research refers to the concept of evaluating the in-
market performance of advertising and the greater definition of 'marketing communications'
and any brand touchpoints.
2. Copytesting: Copy testing is a specialized field of marketing research that determines an
advertisement's effectiveness based on consumer responses, feedback, and behavior.
3. Cognitive Neuroscience: Cognitive neuroscience is the scientific field that is concerned with
the study of the biological processes and aspects that underlie cognition, with a specific focus
on the neural connections in the brain which are involved in mental processes.
Message Evaluations
Advertising
Tracking
Research
Present
Message Copytesting
Evaluation
Techniques
Cognitive
Future
Neuroscience
1. Advertising Tracking Research:
Ad Tracking Methodology-
In addition to recognition and unaided and aided brand

awareness, tracking research also measures:
 Memorability
 Likeability
 Unaided and aided message recall
 Unaided and aided campaign recall

2. Copytesting:
Common copytesting techniques include-
1. Portfolio tests- A portfolio test displays a set of print ads

containing the one being evaluated.
2. Theater tests- A theater test displays a set of television ads,

including the one being studied.
3. Online tests- Internet copytesting can replace portfolio and

theater tests. Online copytesting costs less and provides
immediate results.
2. Copytesting:
Emotional Reaction Tests- Measuring the emotional impact of an
advertisement can be challenging.
• The simplest method involves asking about an individual’s feelings
and emotions after viewing a marketing communication piece.
• An alternative method, a warmth monitor, relies on the notion that
feelings of warmth are positive when they are directed toward an ad
or a product.
• An innovative approach to measuring emotional reactions, biometric
research is a measure of physiological reactions to advertisements
and marketing messages.
3. Cognitive Neuroscience:
• In recent years, significant advances have occurred in
cognitive neuroscience, a brain image measurement process
that reports brain activity.
• The methodology tracks the flow and movement of electrical
currents in the brain.
• One study using cognitive neuroscience (psychophysiology)
demonstrated that the currents in a subject’s brain indicated
a preference for Coke or Pepsi that are the same as for the
product a person chooses in a blind taste test.
Evaluation Criteria
Positioning advertising copytesting (PACT), was created by 21 leading U.S. advertising agencies to
help evaluate television ads.
Copytesting Principles of PACT-

Online Evaluation Metrics
Sample of Digital Metrics-
Web Metrics Conversion and Campaign Metrics

• Number of visits (Hits) • Click-through rate (CTR)
• Number of visitors • Cost-per-click (CPC)
• New vs. repeat visitors • Conversion ratio
• Page views • Cost-per-conversion (CPC)
• Page views per visit • Average order value (AOV)
• Time on pages and site • Revenue-per-visit (RPV)
• Entry and exit pages • Shopping cart abandonment
• Bounce rates
Online Evaluation Metrics
Social Media Metrics-
Behavioral Evaluations
Common Behavioral Measures-
1. Sales
2. Response rates
3. Redemption rates
4. Test markets
5. Purchase simulation tests

1. Sales:
• Measuring changes in sales in the retail sector following a
marketing campaign is relatively simple.
• Retailers collect information from universal product codes
(UPCs) and scanner data. These data are available on a
weekly and, in some situations, daily basis for each store.
• Scanner data make it possible for company leaders to
monitor sales and assist both the retailer and the
manufacturer in discovering the marketing program’s impact.
2. Response rates:
• Customers make inquiries through toll-free telephone
numbers, emails, website visits, or social media platforms.
• To measure response rates, companies code marketing pieces
and use dedicated phone numbers or microsites.
• If a visit is made to a particular microsite or to a toll-free
number listed on a mailer, the marketer knows which
campaign it came from.
3. Redemption rates:
• Marketers study various kinds of redemption rates to
measure behavioral effectiveness.
• Companies code coupons, premiums, rebates, contests,
sweepstakes, and direct-mail pieces. The embedded code
assists in comparing the redemption rate of a current
campaign with previous campaigns.
• It measures the various formats of marketing collaterals, such
as three different versions of a direct mail piece or email
offer.
4. Test Markets:
Test markets measure the effects of a campaign in a new country
before launching a full-scale international effort.
Test market programs are used to assess:
• Advertisements
• Consumer and trade promotions
• Pricing tactics
• New products
5. Purchase Simulation Tests:
• Simulated purchase tests deliver a cost-effective approach to
examine purchase behaviors.
• In some tests, researchers ask consumers if they would be
willing to buy products in a variety of ways, using various
methods. Subjects might be questioned about purchase
intentions at the end of a laboratory experiment. In those
situations, however, intentions are self-reported and may be
a less accurate predictor of future purchase behaviors.
5. Purchase Simulation Tests:
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Evaluating an

Integrated Marketing Program

• How do marketing teams match evaluation methods with IMC objectives?

• What forms of message evaluations do marketers conduct to assess IMC programs?

• How are evaluation programs adjusted to match international operations?

1. Message evaluation techniques- Message evaluation

2. Online evaluation metrics- Online evaluation metrics

3. Respondent behavior evaluations- Respondent behavior

using the level of customer awareness as the metric.

• Short-term outcomes (sales, redemption rates)

• Long-term results (brand awareness, brand loyalty, or brand equity)

• Product- and brand-specific awareness

• Affective responses (liking the company and a positive brand image)

market performance of advertising and the greater definition of 'marketing communications'

and any brand touchpoints.

2. Copytesting: Copy testing is a specialized field of marketing research that determines an

advertisement's effectiveness based on consumer responses, feedback, and behavior.

In addition to recognition and unaided and aided brand

 Unaided and aided message recall

 Unaided and aided campaign recall

1. Portfolio tests- A portfolio test displays a set of print ads

2. Theater tests- A theater test displays a set of television ads,

3. Online tests- Internet copytesting can replace portfolio and

help evaluate television ads.

Copytesting Principles of PACT-

Web Metrics Conversion and Campaign Metrics

Common Behavioral Measures-

5. Purchase simulation tests

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