It is desirable that the measurement of advertising effectiveness focuses on sales response rather than on some precursor to sales, yet measuring sales response to advertising is typically difficult. What complicates the measurement of sales response to advertising? To answer this question, please return to Chapter 8 and the section on using sales as an objective for marcom programs, as well as the Marcom Insight in this chapter.
Answer to relevant QuestionsTelevision commercials are tested in various stages of completion, including storyboards, animatics, photomatics, ripamatics, liveamatics, and finished commercials (see IMC Focus). What reservations might you have concerning ...Offer an explanation as to why, in general, increasing advertising weight is an insufficient means of increasing brand sales. A test of television advertising effectiveness performed by BehaviorScan will cost you, as brand manager of a new brand of cereal, over $250,000. Why might this be a prudent investment in comparison to spending $50,000 to ...From your perspective, discuss how pay-for-performance programs, or scan-downs, would, if widely implemented, virtually eliminate forward buying and diverting. Why are immediate (versus delayed) rewards more effective in inducing the consumer behaviors desired by a brand marketer? Use a specific, concrete illustration from your own experience to support your answer.
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