Status Report 9: Evaluation Program

Evaluation, Monitoring and Control Efforts for complete and accurate assessment of
the Samsung Galaxy Tab IMC Program Elements

 To accurately judge the effectiveness and success of our IMC

program components, all data collected must be evaluated and
analyzed to our specific campaign objectives.

o The Samsung GALAXY Tab will be launched in Europe in mid

September, and in other markets including Korea, the US and Asia in
coming months. The Samsung Galaxy Tab will be available in the
fourth quarter of 2010 at the latest.1

o Vice-President of Samsung Mr. Hankil Yoon stated that the company

expects to ship as many as 10 million units -- enough to take a third of
the global slate market come 2011. The company also aims to sell 10
million tablets by the end of 2011 thanks to an incredible combination
of marketing, hardware, software, usability, and pricing.2

 Evaluating Effectiveness, Factors to be evaluated

o Communication effects

o Sales impact

 Stages of Copy Testing: Concurrent Testing

o Tracking studies

o Attitude tests

o Wave analysis

o Consumer diaries

o Test marketing

 Stages of Copy Testing:

o Post testing

1
Deutsche Telekom. Public Relations. Samsung GALAXY Tab Opens a New Chapter in Mobile Industry.
Samsung Galaxy Tab. Deutsche Telekom AG, 2 Sept. 2010. Web. 19 Nov. 2010.
<http://galaxytab.samsungmobile.com/press/pressrelease.html>.

2
"Samsung Galexy Tab Price: $200-$300 Only, Says Samsung Product Executive." Rev. of Samsung
Galexy Tab. Web log post. TechPinas : Philippines' Technology News, Tips and Reviews Blog. Ed. Mark
Milan Macanas. Jelsoft Enterprises Ltd., 4 Sept. 2010. Web. 15 Nov. 2010.
<http://www.techpinas.com>.
 o Memory tests

o Persuasion tests

o Likability tests

o Inquiry tests

o Scanner research

o Single-source research

 Media Evaluation:

o Evaluating Audience Exposure

o Check estimates in media plan against tablet performance

o Critical evaluation is whether reach and frequency objectives were

obtained

 Media Evaluation/Media Efficiency

o Return on investment

o Wear out

o Media optimization

 Campaign and IMC Evaluation

o Last stage in the development of a campaign plan

o Determines whether the campaign was effective

 Direct Response

o Evaluate ads containing elements that can be returned by using direct-

response count

o A Sales Promotion Breakeven Analysis

 Public Relations
 o Examine the success of the program in getting the message out to the
target in terms of output and outcome.

 Facebook product page:

o The facebook community will be a great channel for Samsung to

gather direct feedback from customers and potential customers from
around the world. By creating a “fan page” on Facebook we can
capitalize on many different objectives for a very low cost.

o Galaxy Tab users can write testimonials on our “wall” which they know
will be reviewed by the Samsung team personally.

o Through face book fan pages, administrators of the fan page can post
specific questions to the page members who create discussion threads
(which can be changed and updated at any time). With the right
management, discussion threads can spark rapid debate like
communication way to get direct honest and timely responses from our
current and target customers.

o Correctly managed Facebook pages provide direct insight as to how

effective each element of the marketing mix was (usually with very
little in return if anything).