Good planning and control of advertising depend critically on measurement of advertising effectiveness. A lot of effort is, therefore, spent on fundamental research on advertising effectiveness.
MEASURING ADVERTISING EFFECTIVENESS
Good planning and control of
advertising depend critically on measurement of advertising effectiveness. A
lot of effort is, therefore, spent on fundamental research on advertising
The most important measurement of
advertising effectiveness is of an applied nature, dealing with specific ads
and campaigns. Most of the money is spent by ad agencies on pre-testing ads,
and much less is spent on post-evaluation of their effects.
Many companies develop an
advertising campaign, put it on the national market and then evaluate its
effectiveness. It would be better for them to limit their campaign to one or a
few cities first and evaluate its impact before rolling the campaign throughout
the country with a very large budget.
effectiveness could be of two types according to the objectives of the
Communication Effect Research
The study seeks to discover if advertising
is achieving the intended communication effect. This method is also known as “Copy
Testing”. The objective of this research is an improvement in the present
testing can be categorized into two types:
of advertising campaign, and
of advertising campaign.
major methods of ad pre-testing are:
In this type, respondents are
asked questions to rate the alternative ads. These ratings are used to evaluate
an ad’s attention, read through, cognitive, effective and behavioural
The following steps can be adopted.
Method of evaluation through rating scale.
Primarily helps in screening out poor ads rather than identifying great
Tags : MARKETING MANAGEMENT - PROMOTION DECISION
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