SETTING CLEAR COMMUNICATION OBJECTIVES A PROPOSED FRAME OF REFERENCE TO MEASURE THE EFFECTIVENESS OF ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS CAMPAIGNS
Advertising Effectiveness Advertising and integrated marketing communications (IMC) can account for an important share of expenditures in organizations
There is considerable need to gauge the effectiveness these expenditures
Procter & Gamble expenditures in Advertising vs. Profits (2005)
$8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 $Advertising
Profits
Studies regarding Advertising Effectiveness ! Research and models available since the 1950´s ! Defining Advertising Goals for Measured Advertising Results – DAGMAR Model (1961) !
Rossiter-Percy Grid: High-Low Involvement / Think - Feel (1987)
! Moriarty: Advertising Objectives: Perception – Learning – Persuasion (1996) ! Bruce, Peters and Naik: Brand’s operating hierarchy: advertising→experience →cognition→affect↔sales (2012)
Key Concepts INTEGRATED MARKETING COMMUNICATIONS (IMC) Eight Modes • Advertising • Sales promotion • Events & Experiences • Public Relations • Direct Marketing • Interactive Marketing • Word of Mouth Marketing • Personal Selling
ADVERTISING • • • •
Paid Non-personal Identified Sponsor Utilizes Media
Communication Objectives STRATEGY = OBJECTIVES
ADVERTISING & IMC
COMMUNICATION OBJECTIVES
Key Differentiation BRAND IMAGE TOP OF MIND AWARENESS Place in unaided recall list
Attributes associated with brand name • • • •
Favorable Unfavorable Neutral Undetermined
Top of Mind Awareness
LOW
HIGH
TOP OF MIND AWARENESS
Top of Mind Awareness & Brand Image
BRAND IMAGE
POSITIVE
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Top of Mind Awareness & Brand Image
BRAND IMAGE
POSITIVE
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Top of Mind Awareness & Brand Image
BRAND IMAGE
POSITIVE
Improve Top of Mind Awareness and Brand Image
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Top of Mind Awareness & Brand Image
BRAND IMAGE
POSITIVE
Improve Top of Mind Awareness
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Top of Mind Awareness & Brand Image
BRAND IMAGE
POSITIVE
Improve Brand Image
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Top of Mind Awareness & Brand Image
BRAND IMAGE
POSITIVE
Maintain Top of Mind Awareness and Brand Image
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Top of Mind Awareness & Brand Image
BRAND IMAGE
POSITIVE
Improve Top of Mind Awareness
Maintain Top of Mind Awareness and Brand Image
Improve Top of Mind Awareness and Brand Image
Improve Brand Image
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Top of Mind Awareness & Brand Image POSITIVE
BRAND IMAGE
Top of Mind Objective
Brand Image Objective
Improve Top of Mind Awareness
Maintain Top of Mind Awareness and Brand Image
Top of Mind Objective
Improve Top of Mind Awareness and Brand Image
Improve Brand Image
Brand Image Objective
LOW
HIGH
TOP OF MIND AWARENESS NEGATIVE
Scenario 1: Top of Mind Awareness Objective Brand Image is desired one
Use highly creative message advertising / IMC
Measure place in list
Scenario 2: Brand Image Objective
Brand Image is not desired one
Advertising typically lacks credibility, even in testimonials. PR and BTL interactions to demonstrate claims. Show rather than tell.
Measure attributes associated with brand name
Scenario 3: New Product Introduction Objective Highlight tangible and emotional benefits of product / service
Sales variation are not taken into account. Need may not be present at launch.
Measure number of requests for information regarding product
Scenario 4: Promotional Objective
Company needs to stimulate sales
Offer a relevant economic incentive for a limited time
Measure variation in sales compared to previous period or season
Special case 1: Social Cause Awareness Objective Change an attitude or behavior in target segment
Highly creative call-to-action messages
Measure attitude change regarding social cause
Special case 2: Public election campaigns IMAGE IN SEGMENT
OBJECTIVE
Favorable
Use Top of Mind Awareness Objective
Neutral / Low awareness
Use New Product Introduction Objective
Unfavorable
Use Brand Image Objective
Proposed Communication Objectives Categories
ADVANTAGES • Simple frame of reference • Applicable
LIMITATION • Campaign can have effects on various objective categories
Conclusions ! Field has been studied for decades ! Various models exist ! Opportunity to develop Industry Standard ! Consider needs and objectives of organizations ! Consider new technologies
! This is a simple, applicable proposal
Marco Lalama-Gross Quito, Ecuador
[email protected]
https://www.researchgate.net/profile/Marco_Lalama https://uisek-ec.academia.edu/MarcoLalama https://ec.linkedin.com/in/marcolalama
