MKTG 350 Chapter 18

What are reasons for measuring the effectiveness of promotional programs?

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What are reasons for measuring the effectiveness of promotional programs?

- Avoid costly mistakes
- Evaluate alternative strategies
- Increased advertising efficiency
- Determine if objectives are achieved

What are reasons against measuring the effectiveness of promotional programs?

- Costly
- Research problems
- Disagreement on what to test
- Objections of creative department
- Lack of time

What can be tested?

- Source factors
- Message variables
- Media strategies
- Budgeting decisions

Vehicle option source effect

Differential impact of an advertising exposure on the same audience depending on the media option used

Measures taken before the campaign is implemented
- Legitimate concerns can be noted before launching the campaign

Occur after the ad or commercial has been in the field