Evaluation of Advertising Campaign

1. MODULE XI
Evaluation of Advertising Campaign

2. The techniques Evaluation of an Ad Campaign
• The final step in an advertising campaign is to measure the results of carrying
out the campaign.
• In most cases the results measured relate directly to the objectives the
marketer is seeking to achieve with the campaign. Consequently, whether a
campaign is judged successful is not always tied to whether product sales
have increased since the beginning of the campaign.
• In some cases, such as when the objective is to build awareness, a successful
campaign may be measured in terms of how many people are now aware of
the product.
• In order to evaluate an advertising campaign it is necessary for two measures
to take place, a pre-campaign or pre-test measure that evaluates conditions
prior to campaign implementation and post-test measures that evalates the
after implementations.

3. Various Techniques of Developing AD Campaign
• Setting an Objective
• Establish a Budget
• Identifying yout target audiences
• Develop the creative stratergy
• Develop advertising plan
• Implementation of advertising plan
• Measuring of advertising effectiveness

4. Pre-Testing
• Pre-testing, also known as copy testing is a form of customised
research that predicts in-market performance of an ad, before it airs,
by analysing audience levels of attention, brand linkage, motivation,
entertainment, and communication, as well as breaking down the
ad’s Flow of Attention and Flow of Emotion.
• Pretesting is also used to identify weak spots within an ad to improve
performance, to more effectively edit 60’s to 30’s or 30’s to 15’s, to
select images from the spot to use in an integrated campaign’s print
ad, to pull out the key moments for use in ad tracking, and to identify
branding moments.

5. Pre-testing Method
• Consumer Jury Test
• Portfolio Test
• Storyboard Test
• Direct Mail Test
• Concept Test
• In Home Projection Test
• Eye moment Camera Test

6. Pre-testing Benefits
• To check clerical, grammatical, printing or technical error.
• To make communication more easy from readers point of view.
• Minimize waste in advertising.
• To make it more meaningful and effective.
• It is simple, less time consuming and less costly.

7. Post-Testing
• Post-testing or Ad tracking, as otherwise known, can be customised
or syndicated.
• Tracking studies provide either periodic or continuous in-market
research monitoring a brand’s performance, including brand
awareness, brand preference, product usage and attitudes.
• Advertising tracking can be done by telephone interviews or online
interviews with the two approaches producing fundamentally
different measures of consumer memories of advertising, recall
versus recognition.

8. Types of Post-Testing
• Recognition Test
• Recall Test
• Enquiry Test
• Rating Test
• Sale Test
• Assosiation Test

9. Post-testing Benefits
• To find out the extent to which the ad has been noticed, seen or read.
• To find the extent to which the message is understood by the readers.
• To measure the memory value of advertising.
• To find the impact of advertising on consumer buying behaviour.
• To see whether ad is accomplishing its objectives.
• To evaluate the comaparative effectiveness of different ads in terms
of apeals, layouts illustrations etc.