Measuring the success of the campaign


How to measure the performance of your ads? Do you only look at whether you have had an increase in sales or inquiries following the publication of advertisements, or you are a product or brand awareness in your opinion?

Suitable criteria for evaluating the success of advertising, depends on a number of variables, such as the advertising goals, the type of media used, the cost of opinion, the value of the company or advertising agency places on measures assessing how accuracy and reliability required, each assessment is for and budget. It is difficult to accurately measure the effectiveness of a particular ad, because it affects such things as the amount and type of previous advertising, consumer brand awareness, the availability of cost-effective measures, evaluation, placement of advertising and various aspects of the product, such as price and even the ability of the audience to remember.

There are a number of different models for measuring advertising effectiveness.

o E. Pomerance suggests that advertising agencies would try to measure the performance of the five headings, profits, sales, persuasion, communication and attention (Wheatley, 1969, p.91). He uses a cube diagram to show how to evaluate advertising that recognizes the effects of repeated exposures (Wheatley, 1969, p.93).

o Lavidge and Steiner suggest a model for ‘predictive measurement of advertising effectiveness’ (Wheatley, 1969, p.7), which recognizes various levels of purchasing behavior and appropriate measures for each level. Kotler and Armstrong call this level, “Buyer readiness stages’ (1996, p.463-464). They may be viewed like this: Awareness (TM) Knowledge (TM) loyalty (TM) Choice (TM) Conviction (TM) Purchase (Wheatley, 1969, p.7)

o Kotler and Armstrong suggest that. two areas must be assessed in the advertising program. They call them “interaction effect” and “affect sales (1996, p. 507-508). To evaluate the sales effect, company sales and sales expenses would have. To evaluate the communication effect, Kotler and Armstrong (1996, p.507-508), suggest a number of tests of research. They suggest that these evaluation measures are not perfect.

Surveys and brand / product recognition tests after an advertising campaign are sometimes used in a two-pronged way to advertise and collect assessment information.

performance online advertising is sometimes measured in terms of the number of views collected through various combat and search engine page rankings.

One cost effective way to evaluate the effectiveness of advertising in terms of sales and movement towards purchasing is what Kotler and Armstrong (1996, p.480) call Integrated Direct Marketing. It is marketing that has a response section which can lead to more appropriate communication between the company and prospects. This can also give the company the option to trigger further movement towards buying, so it tends to have a greater impact on sales than a similar advertisement without the response section. It is not only online advertisers who use this method to require email contact address and give customers the option to get more information or newsletters about their product / s. Vouchers and coupons have been used in a similar way.

All ads tend to trigger some kind of shopping behavior.

success may have more to do with the viewer to consider the advantages of commercial factors, the commercial itself. It may be more cost effective to invest in finding creative ways to measure the effectiveness of an advertising campaign that is part of the campaign itself, but at the end of your goals is the key. It may come down to the food how satisfied you are with what you’re doing.


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