TAILIEUCHUNG - Lecture Advertising and promotion (2/e) – Chapter 12: Measuring the effectiveness of the IMC program

Chapter 12 - Measuring the effectiveness of the IMC program. The goals of this chapter are: To understand the importance of, and reasons for and against, measuring the effectiveness of marketing communication; to establish some guidelines used in measuring IMC effectiveness; to evaluate alternative methods for measuring IMC effectiveness against industry-developed criteria for successful evaluation;. | Chapter 12 Measuring the effectiveness of the IMC program 12- Learning objectives To understand the importance of, and reasons for and against, measuring the effectiveness of marketing communication. To establish some guidelines used in measuring IMC effectiveness. To evaluate alternative methods for measuring IMC effectiveness against industry-developed criteria for successful evaluation. To explore the unique challenges of IMC effectiveness and current approaches to evaluation including process measures, synergy measures and ROI. Relation to text This slide sets out the chapter’s learning objectives on p. 408 of the text. Measurement process Process measures Evaluation Marketplace testing Arguments for and against Evaluating IMC Testing for campaign development Importance of measurement What to test? When to test? Where to test? How to test? Pre-testing finished ads Rough art & copy Concept testing Synergy ROI New measures Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 12 a shown on p. 408. Use of this slide This slide is a transition slide. Singapore’s Ministry of Community Development, Youth and Sports (MCYS) Singapore’s Ministry of Community Development, Youth and Sports (MCYS) (cont.) Campaign objectives Reach, engagement and impact objectives Make 500,000 people aware of the message Generate $1 million publicity Achieve 20,000 social media interactions Create 2000–3000 fans Attitudinal and behavioural objectives To encourage people to re-think their relationships and start dating. Relation to text This text relates to pp 409–10 and the opening vignette. Summary overview This slide presents the campaign objectives from the opening vignette which provides details of a Singaporean campaign designed to change public attitudes to marriage. Subject presenters may wish to exhibit a television commercial from the Beautifully imperfect campaign. See Youtube, .

• Marketing - Bán hàng
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• Lecture Advertising and promotion
• Measuring the effectiveness
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