Monitoring & Evaluating Marketing Comm
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
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
References: Consterdine, G. (2000) ‘Magazine advertising effectiveness’. [Online] http://www.consterdine.com/report.asp?articleid=50 Cox, Beth (1998), "Report: TV, PC Get Equal Time," Advertising Report Archives, InternetNews.com (November 17). De Pelsmacker, P. and Geuens, M. and Van den Bergh, J. (2004), Marketing Communications, Prentice Hall, Harlow Leahul, D. (2008) Innocent Tackles food with Veg Pot. Brand Republic [Online] [Accessed on 2nd April 2012] http://www.brandrepublic.com/news/844321/innocent-tackles-food-veg-pots/ Ouwersloot, H. and Duncan, T. (2007) Integrated Marketing Communications, Mc-Graw Hill Pavlou, P. A. and Stewart, D. W. (2000) ‘Measuring the Effects and Effectiveness of Interactive Advertising.’ Journal of interactive advertising, 1(1) Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, Prentice Hall Singh, S.N et al (1988) ‘Recognition versus Recall as Measures of Television Commercial Third International Roundtable. (2007) Monitoring and Evaluation: Enhancing Development Results. Vietnam. [Online] [Accessed on 2nd April 2012] http://www.mfdr.org/rt3/Glance/Documents/E&M_final.pdf Yeshin, T. (2004) Advertising. Thompson London