How will you measure the effectiveness of your advertising? Do you appear only at whether you have had a growth in sales or enquires subsequent to the publication of an ad, or do you include product or brand awareness in your evaluations?
The most suitable criteria for evaluating the effectiveness of advertising, depends upon a number variables, like the advertising goals, the type of media used, the price of evaluation, the worth that the company or advertising agency places on evaluation measures, the degree of precision and reliability required, who the evaluation is for and the budget. It is difficult to accurately measure the effectiveness of a specific advertisement, because it’s affected by specific things like the quantity and kind of prior advertising, consumer brand awareness, the accessibility to affordable evaluation measures, the keeping of the advertising and a selection of reasons for having the item itself callcriteria
, such as price and even the ability of the target audience to remember.
You will find a number of different models for measuring advertising effectiveness.
o E. Pomerance shows that advertising agencies might try to measure effectiveness under the five headings of Profits, Sales, Persuasion, Communication and Attention (Wheatley, 1969, p.91). He runs on the cube diagram to illustrate how to gauge advertising that recognises the aftereffect of repeated exposures (Wheatley, 1969, p.93).
o Lavidge and Steiner suggest a style for’predictive measurement of advertising effectiveness'(Wheatley, 1969, p.7), which recognises various stages of purchasing behaviour, and suitable measures for every single stage. Kotler and Armstrong call these stages,’Buyer readiness stages'(1996, p.463-464). They could be viewed similar to this: Awareness(TM) Knowledge(TM) Liking(TM) Preference(TM) Conviction(TM) Purchase (Wheatley, 1969, p.7).
o Kotler and Armstrong declare that two areas need to be evaluated within an advertising programme. They call them the’communication effect’and’the sales effect (1996, p.507-508). To evaluate the sales effect, company information about sales and sales expenditure will be needed. To evaluate the communication effect, Kotler and Armstrong (1996, p.507-508), suggest using a number of research tests. They suggest these evaluation measures aren’t perfect.
Surveys and brand/product recognition tests after an advertising campaign are now and again utilized in a two pronged method to advertise and gather evaluation information.
Effectiveness of online advertising is sometimes measured in terms of how many page views collected through various forms of counters and search engine page rankings.
One affordable way of evaluating the effectiveness of the advertisement 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 reply section which can lead to more appropriate communication between the company and the prospect. This will also give the company the ability to trigger further movement towards purchasing, so it has got the potential to have a greater effect on sales than a similar advertisement with no response section. It is not merely online advertisers who are like this of requiring an email contact address and giving the client a choice of receiving more information or newsletters about their product/s. Vouchers and coupons have now been utilized in a similar way.
All advertisements have the potential to trigger some kind of purchasing behaviour.
Effectiveness may do have more to do with the readiness of the viewer to take into account the advantages the advertisement promotes, than the advertisement itself. It could be less expensive to purchase finding creative ways to measure the effectiveness of an advertising campaign that is part of an advertising campaign by itself, but by the end of your day your goals will be the key. It may drop to estimating how happy you are with what you are doing.