Quiz 15: Evaluating an Integrated Marketing Program
1) The most important IMC objectives that are applicable here are : • Brand awareness - For any product to be successful in the market the product has to be sold. For the sale to happen, consumers should be aware that a brand is present in the market and what the brand stands for. • Conducive environment - In the case of the company, the economy has entered into recession and the product has to be reasonably priced. Consumers might look out only at price and not at quality in this scenario. • Sales - The underlying aspect of all promotions and campaigns is that sales should occur. Only then the company can be profitable. Companies can choose long term or short term objectives to gain the goal. 2) The following techniques should be used: • Concept testing - The company should decide on the concept of the advertisement. They should debate out, on what they would like to make their strong point. Whether it would be the quality of the product or pricing. • Copy testing - The testing should be carried out in a manner that is relevant to the product. The advertisers should be open in using different measures. Tests should be based on some theory and should be devoid of any biases. • Recognition testing - The product would be successful only if the customer remembers the product. Advertisement should be created in a manner they have a brand recall. 3) Online evaluation metrics The company can use metrics such as: • Click -throughs - This technique is used to measure the number of people who visit an advertisement. It can measure the number of people who click on an advertisement, when they view it and they can view the website. • Dwell time - This can measure the amount of time, a user spends on an advertisement. 4) Behavioral evaluations The kinds of behavioral evaluations that can be used are: • Sales - This is the most important measure to check post a campaign. There are different tactics by which sales can be measured on a weekly and a daily basis. This can enable the company to measure the change, in figures after advertisements. • Internet response - With the fast growing popularity of internet, it is the best tool to measure the responses of the customers. When the company can get data about customers searching for the product, they can mail the catalogue of products they have for sale. This would increase the rate of conversion. 5) Consumer promotions techniques • Coupons - Consumers are given coupons, these would be as a special offer. The offers would be of different kinds, it would either be a discounted price or a completely, redeemable coupons. • Evaluation - The coupons will have a bar code and once the coupon is provided at the retailer's, the retailer sends it across to the company. The company will know the number of coupons, which have been given in by the consumer. • Refunds - If a consumer purchases a particular product, then they can mail the slip and can get a refund on the product. It can be either part refunds or in some cases full refund. • Evaluation - When a consumer request for a refund, they have to either provide a code or mail across the purchase slip. In this way, the company is aware of the amount of refunds claimed and how well the product has been sold. 6) Long term - IMC criteria The most important criteria's the company has to fulfill are: • Brand loyalty - Consumers when they are aware that a product is existing in the market, they would try out the new product. But for the consumers to be loyalist of the product, company should devise a plan. It should either be in terms of price or a combination of price and quality. Only then can they get their clientele. • Brand equity - The brand has to build a name in the market so that the company can gain financially because of its brand. Brand equity can be attained by using excellent communication channels and ensuring that the brand already is one of the market leaders.
Advertising approach for Watches:
Print advertisement i. Advertisement of an electrical company The website was not a natural extension of the advertisement, which was published on the print media. The similarity was in the products, the company deals with. The same products where displayed on the website as well the print media. This advertisement was aimed at informing the customers, on what products the brand dealt with and it was a full page advertisement. ii. Face wash ad The website had an image of the advertisement that was posted in the print media and also had a link with all the finer details. There was a lot of similarity between the advertisement, on the paper and the one posted on the website. The advertisement had a competition linked with it. Customers, who bought the face wash, could enter into the competition with the code mentioned in the print advertisement. Thus the advertisers could monitor the number of people, who have seen the advertisement. iii. Diamond advertisement The website spoke about the various diamond products, the company has in stock and the price range. It was not a natural extension of the advertisement on the print media. There was no similarity between the website and the advertisement on the print media. The advertiser's sale would increase, with the advertisement coming on the paper. But they would not be able to recognize the source,
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