Transcript Using Benchmarking to Examine Advertising Effectiveness James F. Petrick, Ph.D. Chief Problem Solver Tourvey [email protected].

Using Benchmarking to Examine
Advertising Effectiveness
James F. Petrick, Ph.D.
Chief Problem Solver
Tourvey
[email protected]
Academic vs. Practitioner
Marketing…
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“…Marketing battles are fought in a mean
and ugly place. A place that’s dark &
damp with much unexplored territory and
deep pitfalls to trap the unwary.
Marketing battles are fought….?” (Rice &
Trout, ’86:169)
= image is a key construct
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Also “sets”, and positioning
AIDA is-a-da-key
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Attention, Interest, Desire & Action (How?!)
Tenured Research
Philosophy (Quest for Knowledge)
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Research needs to answer Mgt.’s questions
Research must be done scientifically
Temporal differences need to be examined
 One-shot studies give little insight
Knowing how you’re doing is not enough
Research must fund graduate students!
Methods Used to Seek Knowledge
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Team of Grad Students (6 Ph.D.; 4 M.S.)
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Partnerships
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Seeking state of the art knowledge
L.I.S.T., SoluServ, eBrains, etc.
Great Clients
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States, CVB’s, NPS, USDA, PGA, HA, First
Tee, etc.
Case Study Example
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Websites as a tool for destination
marketing
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55%+ of travel decisions are Web-based!
New methods needed for evaluating the
effectiveness of destination websites
How do you know what’s “good”?
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No known benchmarks = benchmarking
needed
What is Benchmarking?
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“The continuous measurement and
improvement of an organization’s performance
against the best in the industry to obtain
information about new working methods or
practices”
(Kozak, 2002, p. 499)
It helps to:
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Learn your own strengths and weaknesses,
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Identify best practices or processes,
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Make changes and set realistic goals
Tourism Benchmarking Forum (2004)
Purposes of Study
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To establish methods for conducting
benchmarking analysis of State and City
tourism websites
To measure conversion of Website & Materials
To synergize academic and practitioners'
strengths in one project
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To provide “real-time” reporting & data access
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To allow initial & follow-up’s to be paired
Metrics Development
= What items do states/cities need?
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Use Nominal Group Technique (NGT)
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With State & City Tourism People
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A&M researchers as facilitators
Continual Analyses of “State of the Art”
What Makes a Website Good?
-Key Metrics to Predict “Impressions”
“Informativeness”
“Usability”
= Variety & Useful
Information
= Info is EZ to Find
& Understand
“Inspiration”
“Credibility”
= Inspires a Visit
& Represents
= You are trusted
& Keep promises
Beyond Impression…
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How important is your web info?
How did your website visitors find your website?
Why are people visiting your website?
What decisions made prior to visiting your
website
What info do visitors hope to find on your
website?
What website info was most valuable to visitors?
Other Knowledge Needed
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Market Profiles (web v. + V + NV)
Conversion (Net & Gross) & R.O.I.
Differences Between Visitors & NV’s
Tripographics
Satisfaction, Value, Quality, Intent!
Image
Benchmarks for all the above!
Hard links
& pop-ups
Research Design
Website
Visit
(1)
-Website eval
-Decisions made
-Profile
Visited
Destination
(2)
-Influence of Web
-Tripographics
-Economic Impact
- Image & Desires
-Sat./PV/Intent
E-mails fed
Into system
Phase 1
4 months later
= e-mail sent
Information
Request
Phase 2
Non-Visit
Destination
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-Influence of Web
-What did they do
-Image & Desires
-Intentions
Visited
Destination
(4)
-Information eval
-Decisions made
-Tripographics
-Influence of info
-Economic Impact
-Image & Desires
-Sat./PV/Intent
Non-Visit
Destination
(5)
-Information eval
-Decisions made
-Influence of info.
-What did the do
-Image & Desires
-Intentions
Ongoing Progress
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(Past Study) Has included 23 states
Approximately 300,000 Phase-One responses
and 15,000 Phase-Two responses last year
Questions reviewed every year
Recently started its city version (12
participating)
Real-time Reporting and Data
All members are given a user name and
password = they just input them here to
start the process
Select Any Dates, and
Any Partners for
Analyses!
Limitations & Conclusions
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Coverage error
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Special type of respondents?
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Not everyone has internet access
Answer two surveys
Collection methods not standardized…yet
Implications & Recommendations
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For participating destinations:
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information regarding self and competitors
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Decision making, travel behavior, and preference
profile
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Longitudinal changes by season, and over time
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Future travel trends
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Conversion, ROI & Economic Impact
For researchers:
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A feasible tool for benchmarking destination website
performance via a set of measures and metrics
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Data on travel motivations, vacation decision-making,
travel trends, and tourist behavior
Using Benchmarking to Examine
Advertising Effectiveness
James F. Petrick, Ph.D.
Chief Problem Solver
Tourvey
[email protected]