- Advertising effectiveness measures whether time, talents and resources invested in ads achieved profit and customer satisfaction goals.
- It is difficult to directly measure ad effectiveness, as many other factors influence sales and profits besides ads. However, ads are an important tool to increase sales due to large investments.
- Ad effectiveness can be tested at various stages and in various ways, including pre-testing ads using checklist, opinion, dummy magazine, and inquiry methods prior to campaigns to select best copy, headlines, media, and post-testing campaigns' success in reaching targets.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Basically computation of Project Appraisal technique with a special reference to financial parameters - Payback, Discounted Cash flow, NPV, IRR etc are explained. The slides are used for educating those who have taken up Project Finance recently
It is one of the presentations I have done during my Masters Degree( MBA) about different aspects of Advertising which discusses advertising message,types of appeals and department of advertising
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Overview of the process for strategic and tactical execution of brand building. Somewhat centered on a services and ";OpCo" layered organization, so while the vocabulary may change, the process is largely intact.
2. Advertisement Effectiveness
• It is an attempt to measure whether the
time, talents, and the treasure invested in
the creative activity has resulted in
attaining the goals of profit maximization to
the advertiser and the maximization of
satisfaction to the consumers.
3. Why to test the Ad Effectiveness
• To make sound future decisions.
• To impress upon the top management
• To have a clear break- up picture.
• To know the point of saturation
• To keep in touch with the new trends
4. Can we measure the Ad
Effectiveness?
• It is difficult to measure the ad effectiveness in
mathematical or empirical terms or standards.
• Advertising is not sell the products and services of
the business house.
• Other factors which play important role in
advertising such as –
price, quality, packaging, product features
, availability and the link that contribute to
increase the sales.
• So the there is a link between the advertisement
and the effects of it on sales and profits.
5. Cont…
• Huge sums of money is invested on
advertising due to which reason it has
emerged a strong tool for increasing the
sales.
6. What is to be tested?
• In case of markets– identify the market targets at which the
advertising is aimed, and measure the extent to which the
advertising succeeds in reaching its target markets
• In case of motives--- determine what causes people to buy and
measure the motivating factors after the action of the buyers
• In case of messages– determine the best ways to construct and
communicate the messages and measure the extent of message
registered
• In case of media– determine the best combination of media vehicles
succeeded in reaching the audience.
• After analyzing the overall results identify the advertising is qualified
to perform and measure the extent to which advertising has
accomplished its objectives as a basis for decision making on the
future actions.
7. When to test the Ad Effectiveness
• Testing the Ad is possible at any stage of
advertising process
• Testing can be done before or after the
advertising campaign begins during , after
the campaign is fully run.
9. Pretesting
• Pretesting is done prior to the launching of
the full advertisement campaign and
incurred major expenses on advertising
efforts.
• Main purpose of pretesting is to select the
best copy appeals, headlines, matter
, slogans, illustration, media and like.
10. Pretesting Methods
• Checklist test
• Opinion test
• Dummy magazine and portfolio test
• Inquiry test
• Mechanical test
11. CHECKLIST METHOD
• Typical checklist provides rating scale or
basis for ranking ad in terms of the
characteristics. Characteristics may be
honesty, attention, readability, convincing
ability selling ability and the like.
• Ads to be tested are checked against
these factors , weighted and the scores
are determined.
12. OPINION TEST
• Opinion test or consumer jury test is one
that obtains the preference of a sample
group of typical prospective consumers of
the product or the service for an
advertisement or part of it.
• Members of jury rate the ad as to their
headlines, themes, illustration, slogans by
direct comparison.
13. Dummy Magazine and Portfolio Test
• Dummy magazine contains standard
editorial material, control ads that have
been already tested and the ads to be
tested. These magazines are distributed to
a sample of households who are asked to
read within stipulated time and after a
given time interval, interviews are
conducted.
14. Portfolio Test
• It is similar to dummy magazine test
except that the test ads are placed in a
folder that contains control ads. Each
respondent is handed over a folder and is
asked to go through the test scores and
the ad which interests him most.