Ch. 12, Managing Communication, Pt. 7, Marketing Management

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A meaningful approach to evaluating communcation effectiveness is to link the particular performance metrics
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Terms in this set (40)
Assessing RecallThe degree to which the target audience remembers the company's advertisement and, more important, its message.Two types of recallAided, and unaidedUnaided and aided2 types of recall (different order)Aided RecallRefers to a person's ability to remember whether they have been exposed to a particular communication and/or the content of the communication message when explicitly asked about it.To assess aided recall, respondents are typically given a listO brand names following the presentation of a series of advertisements and asked to recall whethery they have seen any of these brands in a given period of time.Unaided RecalRefers to a person's ability to spontaneously recall an advertisement without being directly prompted to do so.To assess unaided recall, respondents areTypically asked to recall all brands they have seen advertised in a given period of time.Measuring PreferencesInvolves assessing the degree to which the company's communication was able to form, strengthen, or change customer beliefs about its offerings.Common approach to measuring preferences is assessingCustomers' brand-specific beliefs before and after they have been exposed to a company's communication.Preferences for established brands are difficult to change with a single communication, so companies oftenMeasure the attitude toward the advertisement on the preference that if the target audience likes the advertisement, then this attitude will translate into liking the company's offering.The connection between customers liking the advertisement and their attitude toward the advertised brand has not been validated, thusThe mere fact that the audience likes the company's communication does not necessarily mean that the company has achieved its strategic goals.Asking the target audience to make a choice among different offerings before and after being exposed to the company communication.The greater the relative choice of the offering following the company communication, the more effective the communication is.Behavioral intentions, for example by askingrespondents to indicate the likelihood of purchasing the product within a given time frame.Monitoring social media activity includingBlog entries, social media posts, and shared photos and videos can help determine preferences.Measuring behavior involves assessing customer actions resulting from the company's communication, such asBuying the offering; contacting the company to inquire about the offering, visiting a company's stores, showrooms or website; and clicking on a company's online banners.Contacting the company to inquire about the offering, visiting a company's stores, showrooms or website; buying the offering; and clicking on a company's online banners.Measuring behavior involves assessing customer actions resulting from the company's communication, such as (different order)The problem with relying on sales as a measure of effectiveness is thatMost often the impact of communication is not immediate.The impact of communication is not always immediate, espcially inCases of brand-building communication.The impact of communication is typically confounded with a variety of unrelated factors such asChanges in price, incentives, competitive actions, and purchase cycle, which makes it difficult to entangle the unique contribution of communication from the observed changes in sales volume.Evaluating the behavioral impact of a communication campaigDepends on the type of message conveyed.Communicating incentives such as price discounts tends to have an immediate impactOn salesBrand-building communication takes much longerto produce visible results, compared to communicating incentives such as price discounts.differential impact implies that using sales as a benchmark of effectiveness is likely toUnderestimate the impact of brand-building communication and overestimate the role of incentive-focused communication.Measuring the effectiveness of a communication campaign depends on the type of media used. In cases where the media areDirectly linked to performance measures, actual behavior can be used to evaluate the effectiveness of the communication campaign.Media can be direcly linked to performance measures such as inDirect marketing, personal selling, and online advertising.Linking media directly to performance creates an attribution bias, wherebyThe communication formats that produce directly measurable results are exclusively credited for the outcome of the communication campaign.Crediting media formats that produce an immediate and measurable impact often comes at the expense ofOther media formats which create market value even though their impact cannot be measured directly.Media formats which create market value even though their impact cannot be measured directly includePublic relations, social media, and event sponsorships.Even though click-throughs and online searches lead to directly measurable outcomes, these outcomes often are a consequence ofA company's coordinated effort to create awareness, generate interest, and build preferences for its offerings.To accurately evaluate the effectiveness of a company's communication campaign, a manager must consider the wayDifferent components of the campaign interact with one another and use the appropriate measures to assess the unique contribution of each communication activity.