Monitoring and evaluating marketing communications is a difficult process with imprecise outcomes. Critically review this statement for both on-line and off-line campaigns, making reference to appropriate theory, the organisation and tools previously selected.
Innocent: Campaign regarding "Veg Pots"
Monitoring and evaluating are different but complementary functions, which mutually reinforce one another. Monitoring is an enduring function that uses the systematic collection of data on specified indicators to provide management and the main stakeholders of an on-going development intervention. Evaluation is the systematic and objective assessment of a continuing or completed project, programme or policy, (Third International Roundtable, 2007). Monitoring and evaluating marketing communications can be a difficult process as there are no real metrics for measuring advertisements within a campaign, advertising is not seen as a scientific or mathematical process and therefore evaluating the effectiveness of the campaign holistically can be made challenging. A wide range of criteria could be used by Innocent to monitor effectiveness of the Veg Pot campaign, ranging from awareness or advertising through absorption of product message and other intermediate factors to sales, the closer the sales figures are the better. Innocent Veg Pots offline/online campaign is filled with mixed-media tools, the differences in the way different mediums work can mean that they complement one another, in a mixed-media campaign each enriches what the other conveys. Magazine ads can communicate additional ideas, and also make the television advertising work harder; billboards can result in awareness and responses’ resulting on online hits, what this shows is that monitoring but also evaluating can be done not statistically but making consumers aware of the full product campaign through all mediums. Pelsmacker et al (2004) demonstrates with the use of figure 1.1 different tests and research how monitoring and evaluating advertising campaigns can work. Figure 1.1 below illustrates the advertising planning process by stages, different advertising research methods can be adopted at certain points in the planning process. Innocent’s Veg Pot campaign can work in accordance with this model, at the different planning processes Innocent can carry out the research/tests as appropriate in order to efficiently improve decision making in each process and successfully move on to the next stage knowing that previous stages are fully completed and justifiable reasoning can be made as to why the next stage was then carried forward in the planning process. The pre- test is an evaluation method but can be seen as a monitoring method in assessing whether the campaign at that time matches to the expectations of the set objectives for the campaign, objectives should be measurable in order to quantify the effectiveness of the marketing communications (Ouwersloot and Duncan, 2007), the post-test could then help evaluate how well the advertising has been, through typical methods as recall or recognition analysis as suggested by Pickton and Broderick (2005) but have been criticised for association with several methodological problems by Singh et al,(1988 pp72-80). Figure 1.1: Stages in the development of an advertising campaign and the role of advertising and advertising research
Figure 1.2 below shows the objectives of a pre-test, they could help to monitor if the set objectives are going to be met but also the pre-tests could be carried out to see whether the created adverts for the campaign are effective from the consumers perspective this may then allow Innocent to be efficient with time and money as they have already spent a lot previously promoting the Veg Pots which have been around since 2008, (Leahul, 2008). Figure 1.2: Objectives of a Pre-Test
Monitoring website behaviour has been made easier through advances in technology over the years, web...
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