• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Advertising effectiveness final
 

Advertising effectiveness final

on

  • 4,183 views

 

Statistics

Views

Total Views
4,183
Views on SlideShare
4,183
Embed Views
0

Actions

Likes
1
Downloads
242
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Advertising effectiveness final Advertising effectiveness final Presentation Transcript

    • ADVERTISING EFFECTIVENESS Proving the commercial value of advertising, that is, its contribution to shareholder value, rather than just its creative merit Does advertising really work?
    • The Need to Measure Advertising Effectiveness
      • To justify money spent (budgets), ROI
      • To determine if the advertising campaign should be stopped or continued
      • To determine possible areas of modifications in the campaign messages
      • In the longer interest of the profession (some evidence of the relevance of advertising & the practitioners
    • Problems With Measuring Advertising Effectiveness
      • Irrational consumer behaviour
      • Lack of widely acceptable scientific approach
      • The difficulties of determining consumer influences (multiple factors)
      • The validity and reliability of data gathered
      • Suitability of research methods & instruments used
      • Poor research skills & Sampling issues
      • Inadequate resources/funding
      • Setting non-SMART objectives
    • Stages of Advertising Campaign Measurement
      • Pre-production/campaign stages - (copy testing, message & symbols testing etc)
      • Production/campaign stages - (visibility, awareness research etc)
      • Post-production/campaign stages (behavioural change, objectives, effectiveness research)
      • Feedback is needed at every stage to
      • influence future campaign efforts
    • Methods of Measuring Advertising Effectiveness
      • Checking advertising objectives (AIDA, DAGMAR) set before the campaign with results achieved afterwards
      • Measuring the volume of sales before the campaign & the volume afterwards
      • Calculating the number of returned coupons & ref no. quotes
      • Calculating sales leads and responses as a result of advertising (ad to sales ratio)
      • Asking customers directly …How did you hear about us…Were you…
    • Examples of Advertising Objectives & How Success can be Measured (1)
      • Stimulate an increase in sales- Number of enquiries from advert, - Number of enquiries converted into sales
      • Remind customers of the existence of a product- Test customer awareness both before and after the advertising campaign, - Number of enquiries
      • Inform customers- Test customer awareness, - Number of requests for further information
    • Examples of Advertising Objectives & How Success can be Measured (2)
      • Build a brand image- Test customer awareness of brand recognition and perceived values
      • Sales- Levels of repeat purchase
      • Build customer loyalty and relationship- Levels of customer retention
      • Change customer attitudes- Measure demographic profile of purchases - Measure type of goods ordered by new purchasers - Compare with previous data
    • Advantages & Disadvantages
      • Please note that for each method used in
      • measuring advertising effectiveness,
      • there are advantages and disadvantages,
      • what are they?
    • Research Methods
      • Primary & Secondary Research
      • Past sales records/Current sales records
      • Observations
      • Testing (pilot surveys), focus groups etc
      • Questionnaires
      • Interviews (one-on-one, group) etc
    • Tips For a More Effective Advertising
      • Using colour more than doubles the growth in awareness of local press ads - full colour is nearly 3 times more effective than mono only
      • Increasing the frequency of advertising helps to significantly increase levels of awareness
      • Longer campaigns equals higher awareness levels
      • Advertisers should show products where appropriate and also prominently and clearly display brand logos
      • Increasing colour and advertising more often across the week can more than double awareness uplift
      • Increasing colour and the number of insertions can increase awareness uplift by almost 3x
      • Making use of Co-op (IMC) advertising can help to boost your advertising.
      • Setting SMART objectives
    • Analysis/Evaluation
      • Measuring Advertising effectiveness is a complex and difficult process
      • There is no common agreement by all stakeholders about the effectiveness of ads because other variables also affect consumer choice
      • Most views on Advertising effectiveness is generally regarded as assumptions
      • The ‘historical’ method is more favoured