Measuring the Effectiveness of Promotional Programs

Measuring the Effectiveness of Promotional Programs

Reasons to Measure Effectiveness

n        Avoiding costly mistakes

n        Evaluating alternative strategies

n        Increasing the efficiency of advertising in general

Reasons Not to Measure Effectiveness

n        Cost

n        Research problems

n        Disagreement on what to test

n        The objections of creative

n        Time

Conducting Marketing Research to Measure Effectiveness

n        What to Test

     -- Communication factors

     -- Behavioral factors

n        When to Test

n        Where to Test

n        How to Test: Essentials of Effectiveness Testing

Measuring Effectiveness of Promotional Program Elements

n        Perception Research Services, Inc.

n        McCollum Spielman Worldwide

n        Competitive Media Reporting

n        The PreTesting Company, Inc.

n        Gallup & Robinson

n        TransWestern Publishing

n        Package design; out-of home media; P-O-P displays; logos; corporate identity

n        Impact of celebrity presenters

n        Business-to-business advertising; media effects

n        Package design; P-O-P displays; billboards; direct mail

n        Radio advertising recall; trade show exhibit measures

n        Telephone directory advertising effectiveness