Evaluating: sales promotions & PR (MC, unit 8)

SALES PROMOTIONS

1. Consumer audits - through loyalty card schemes or consumer panel (any change in behaviour as a result)
2. Sales information - essential stats if aim is market penetration
3. Retail audits - track changes in stock levels, market share immediately after a campaign
4. Sales force feedback - qualitative based on uptake
5. Voucher/coupon redemption - coded to relate to campaign

PR
Haywood suggests 8:

1. Budget
   
2. Awareness - marketing research
   
3. Attitude - MR
   
4. Media coverage & tone - who covered, how many column inches. +/-. Qualitative.
   
5. Positioning - Marketing research into perceived positioning
   
6. Response generation - generate any code or referencing
   
7. Share price
   
8. Sales - PR not often designed for this purpose, so not objective performance measure