Assessing the Effectiveness of Assessing the Effectiveness of Persuasive Communications in Persuasive Communications in

TourismTourismChapter 46Chapter 46

Research MethodologiesResearch Methodologies

What is Advertising Evaluation What is Advertising Evaluation Research?Research?

Can be defined in two ways:Can be defined in two ways: Technical: Advertising evaluation Technical: Advertising evaluation

research is that body of research is that body of systematic, scientific procedures systematic, scientific procedures employed to isolate, define, employed to isolate, define, measure, and understand, the measure, and understand, the relationship between advertising relationship between advertising efforts and the influence of such efforts and the influence of such advertising on the marketplaceadvertising on the marketplace

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Managerial: this type if research Managerial: this type if research includes those procedures and includes those procedures and techniques that may be employed to techniques that may be employed to provide knowledge about the effect of provide knowledge about the effect of advertising-which knowledge can be advertising-which knowledge can be used by managers to make better used by managers to make better decisionsdecisions

It studies the changes I mind-set It studies the changes I mind-set rather than actual sales performancerather than actual sales performance

Conversion studies: an Conversion studies: an exceptionexception This exception involves direct This exception involves direct

response advertising wherein the response advertising wherein the intent is to stimulate prospects to intent is to stimulate prospects to request travel information by request travel information by returning a coupon, calling an 800 returning a coupon, calling an 800 number , etc, and upon receiving the number , etc, and upon receiving the request , material such as a lure request , material such as a lure piece or travel planner, are sent to piece or travel planner, are sent to the requestor, therefore it is possible the requestor, therefore it is possible to conduct a conversion studyto conduct a conversion study

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However, there is a question in However, there is a question in the validity of these conversion the validity of these conversion studiesstudies The findings suggest that neither The findings suggest that neither

the number of requests nor the the number of requests nor the data on visits (conversions) are an data on visits (conversions) are an accurate evaluation of advertising accurate evaluation of advertising effectiveness. effectiveness.

What does the Marketing What does the Marketing Manager Need?Manager Need? In order to fulfill the In order to fulfill the

responsibilities to fund, responsibilities to fund, commission, and use effectively commission, and use effectively the results of advertising the results of advertising evaluation research, the evaluation research, the marketing manager needs marketing manager needs answers to eight key questions answers to eight key questions which include:which include:

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What are the objectives of What are the objectives of advertising?advertising?

When in relation to the advertising When in relation to the advertising will the research occur?will the research occur?

What is being studied or What is being studied or measured?measured?

What measurement methods will What measurement methods will be employed?be employed?

Who is being included in the Who is being included in the sample?sample?

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Will the assessment be made in a Will the assessment be made in a real-life situation or will it be in a real-life situation or will it be in a laboratory setting?laboratory setting?

Is the study Ad Hoc, or will some Is the study Ad Hoc, or will some existing or omnibus technique be existing or omnibus technique be employed?employed?

Are we keeping score or Are we keeping score or developing a game plan?developing a game plan?

ConclusionConclusion

One key to the successes of One key to the successes of advertising evaluation research is advertising evaluation research is the active involvement of the the active involvement of the marketing manager in the evaluation marketing manager in the evaluation processprocess

There are many techniques that can There are many techniques that can be employed to assess the be employed to assess the advertising effectiveness –each with advertising effectiveness –each with its strengths and weaknessesits strengths and weaknesses

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Done well, advertising Done well, advertising evaluation research can offer evaluation research can offer continuing assistance in continuing assistance in improving the performance of improving the performance of advertisingadvertising