Chapter 19 Notes detailed for Final
Chapter 19 Notes detailed for Final STC 114
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This 0 page Class Notes was uploaded by Natalie Land on Sunday December 6, 2015. The Class Notes belongs to STC 114 at University of Miami taught by Katy Snell in Fall 2015. Since its upload, it has received 97 views. For similar materials see Principles of Advertising in Strategic Communication at University of Miami.
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Date Created: 12/06/15
Chapter 19 Evaluating IMC Effectiveness IMC integrated marketing communication 0 When evaluating IMC you have to evaluate many different elements of a campaign Objectives 0 Creating measureable and achievable objectives is important because you have to compare outcomes to them later IE how would you measure the following objective Awareness of the company increase by 25 Brand Building 0 In IMC this is achieved through every advertisement press release non solicited media mention word of mouth sale like tweet share et How to measure 0 Before a campaign goes live you perform the following Concept Testing when a simple statement or initial idea is tested on a sample of the target audience Semiotic Testing Testing the signs symbols and imagery before it goes live Pretesting testing the nearly nished product on a sample 0 After a campaign you measure cumulative communication effects including Mental responses to messages Liking Intent to purchase Sales 0 There are many companies that will conduct the evaluation research and postesting for you 0 Message evaluation techniques include Tracking studies you continually conduct studies throughout a campaign and compare results 0 Poll survey consumers two weeks after launch Scanner Analysis everything has a barcode and most retail stores have a barcode scanner Mostly for stores with a rewards membership program Single Source Research sort of like eld experiments some organizations like nielson can randomly chose homes in America to test commercials within Memory Tests seeks to nd out if you can recall speci cs about the bran or the ad and recognition is simply remembering some sort of association Inquiry Tests how many people have called online chatted emailed used a coupon entered a contest or somehow interacted with the company since the start of the campaign 0 Evaluating IMC Effectiveness 0 Evaluating digital imc has other terminologies Page views visitors to a site Click through rates how many clicked Cost per lead did that click get you paid
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