Measuring Advertising Effectiveness
ADVERTISING AND SALES PROMOTION
DR. AMIT KUNDU
EVALUATION OF PROMOTIONAL EFFECTIVENESS
15.1 Objectives of Measuring Advertising Effectiveness
Measurable objectives enable companies to quantify the effectiveness of
MC efforts.
Measuring and evaluating MC programs is done to see whether objectives have been met and MC Programs have been effective (measuring the results). Accountability is a big issue in marketing communication.
Evaluation and measurement provide feedback.
Measuring MC efforts is to determine the gap between MC expectations and reality.
Gap Analysis is an analysis of the difference between what customers expect from a brand (from a brand message) and what they actually experience. Measurement is performed to reduce risk.
It provides the direction to improve the MC effort.
It determines the extent to which the marketing communication met objectives [qualitative].
It also determines to what extent the communication proved to be a good investment of the company’s money [quantitative]
15.2 Parameters that has to be measured
Step 1: Determine which to measure
1. Awareness
2. Knowledge
3. Persuasion
4. Trial and repeat
5. Growth
Step 2: Establish benchmarks for the measure(s) - The beginning point, or where things stood right before the MC effort began
15.3 Purpose of Advertising Research
Advertising strategy research is used to determine the product positioning, to assist in the selection of the target markets, advertising messages, or media vehicles.
1
ADVERTISING AND SALES PROMOTION
DR. AMIT KUNDU
Creative concept research is used to assess the extent of target audience’s acceptance of different creative ideas at the concept development stage.
Pre-testing of ads is done to diagnose any possible communication problems before beginning an ad campaign.
Post-testing of ads helps advertisers to evaluate the campaign results.
15.4 Evaluation Timing
1. Market research into customer perceptions whether the brand’s position needs
DR. AMIT KUNDU
EVALUATION OF PROMOTIONAL EFFECTIVENESS
15.1 Objectives of Measuring Advertising Effectiveness
Measurable objectives enable companies to quantify the effectiveness of
MC efforts.
Measuring and evaluating MC programs is done to see whether objectives have been met and MC Programs have been effective (measuring the results). Accountability is a big issue in marketing communication.
Evaluation and measurement provide feedback.
Measuring MC efforts is to determine the gap between MC expectations and reality.
Gap Analysis is an analysis of the difference between what customers expect from a brand (from a brand message) and what they actually experience. Measurement is performed to reduce risk.
It provides the direction to improve the MC effort.
It determines the extent to which the marketing communication met objectives [qualitative].
It also determines to what extent the communication proved to be a good investment of the company’s money [quantitative]
15.2 Parameters that has to be measured
Step 1: Determine which to measure
1. Awareness
2. Knowledge
3. Persuasion
4. Trial and repeat
5. Growth
Step 2: Establish benchmarks for the measure(s) - The beginning point, or where things stood right before the MC effort began
15.3 Purpose of Advertising Research
Advertising strategy research is used to determine the product positioning, to assist in the selection of the target markets, advertising messages, or media vehicles.
1
ADVERTISING AND SALES PROMOTION
DR. AMIT KUNDU
Creative concept research is used to assess the extent of target audience’s acceptance of different creative ideas at the concept development stage.
Pre-testing of ads is done to diagnose any possible communication problems before beginning an ad campaign.
Post-testing of ads helps advertisers to evaluate the campaign results.
15.4 Evaluation Timing
1. Market research into customer perceptions whether the brand’s position needs