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,
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.
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
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.
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
Service marketing- customer relationship managementsksbatish
customer relation management in service sector, the profitability segmentation of customers in service marketing, service marketing, the types of customers in various segmentation,
Service marketing- customer relationship managementsksbatish
customer relation management in service sector, the profitability segmentation of customers in service marketing, service marketing, the types of customers in various segmentation,
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutella’s parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, “Delightfully simple. Irresistibly easy.”emphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
models of knowledge management, expert systems and knowledge management, the concept of knowledge value creation and ways to create value through knowledge
It is a specialized field of market research that determines advertisement’s effectiveness based on customer response, feedback and behavior.
Useful for selecting one out of many ads executions or to improve compression or tone of the ads.
It is both qualitative and quantitative market research technique.
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
organization buying process, consumer buying process, changing trends in indian market, changing profile of indian consumer, changing indian consumer, mcom consumer behaviour, pu consumer behaviour,
Management information system and controlsksbatish
It covers the relation ship between management information system and business performance management and also tells about the various kinds of information systems available.
It relates to the meaning and the types of copy writing done in advertising. It also tells how important is execution of a meaasage and how copy should be adjusted to the type of media.
performance rating, allowances, pre determined motion time study, tools of motion study, process charts, law of motion economy, micro motion study, synthetic time standards techniques, analytical estimation, activity sampling,
Institutional efforts and role of government in developing enterprenuership -...sksbatish
Entrepreneurial development programmes - as conducted by government and the governmental role in developing future entrepreneur
includes the various institutions started by govt. for development and conduct of EDP's with the aim of developing self employed to help in the progress of the country.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. DEFINITION
– The term Advertising Effectiveness is defined as the
degree to which the objectives of an advertisement or
advertising campaign have been achieved. Such
effectiveness is commonly gauged by measuring the effect
on sales, brand awareness, brand preference, and so on.
3. OBJECTIVE
COMMUNICATION EFFECT
SALES EFFECT
The effectiveness of advertising should be measured and evaluated on
multiple parameters like the originality, creativity and innovation in the
ad, attention value of the ad, understandability of ad, the acceptability
and credibility of the ad, technical aspect of running the campaign, its
overall impact on consumer's attitude and buying behavior, etc.
4. FACTORS TO BE TESTED
FOR EVALUATION
CONTENT
METHOD
BUDGET DECISION
• REACH
• RECALL
• MEDIA
• FREQUENCY
• TIMING
• COST
• RETURN
5. TESTING THE METHOD
– A) Advertising Method (ex: SEO, Banner v/s sponsorship)
.
b) Subclass (ex: regular v/s content sponsorship)
.
c) Location (ex: Banner at the top or Sky-Scraper on the side)
.
d) Time (ex: pre or post product release)
.
e) Size (ex: Pop-up (full page) or Banner (small bar at the top of
the page))
.
f) Vehicle Option Source Effect
6. TESTING THE CONTENT
– A) If the ad is effective at getting the consumers attention
b) If the ad is informative enough to allow the consumers to
evaluate the product
c) If the ad is persuasive enough to convince the consumers to
try the product
d) If the ad is memorable as to ensure the consumers will
remember to make the purchase
e) If the ad is appealing to it’s intended target market
f) If the ad has the desired effect on the brand image (ex: if the
ad is consistent with the company’s other marketing efforts)
7. TESTING THE BUDGET
DECISION
– a) Is the budget allocated to this ad campaign appropriate for its
size?
– b) Will a larger budget increase sales?
– c) Is the allocated budget greater than the anticipated sales?
– d) Should more money be spent in enhancing the current
campaign?
9. METHODS OF TESTING
– Given the complex
process of making
campaigns and
advertisements ,
there are three
phases like- pre
testing,
concurrent testing
and post testing
of the
advertisements.
These can be
further classified
on the basis of the
objectives of the
evaluation
process.
10. PRE- TESTING-
COMMUNICATION
EFFECT
– Copy Testing: Copy testing is the study of
advertising (print, T.V., radio, billboards, Internet,
etc.) prior to launching it. No one knows how the
target audience will respond to a given ad. Copy
test helps take the guesswork out of advertising.
It predicts how effectively an ad will perform,
based on the analysis of feedback gathered from
the target audience. Each test will either qualify
the ad as strong enough to meet company action
standards for airing or identity opportunities to
improve the performance of the ad
11. PRE TESTING-
COMMUNICATION
EFFECTConsumer Jury: Advertisers use a test audience called a
consumer jury of potential buyer to test the advertised
product known as jurors
Various ways of conducting tests on the consumer jury are:
– The order of merit: Under this test points are given by jurors
to determine the best and worst advertisement.
– Portfolio test:, after looking through a portfolio of different
versions of a particular advertisement; respondents chosen
from the target market are asked to recall in detail those that
they can remember. Their recall level indicates an
advertisement’s ability to affect consumer’s knowledge and
interest for the product.
– Mock magazine test: This is very similar to the portfolio test
used for print media.
– Perceptual Mapping: The Perceptual mapping of attitude
change compares groups or individuals through time or
between experimental conditions and evaluates the
differences in perceptions held by consumers in different
experimental conditions with the use of multi dimension
scaling.
12. PRE TESTING
( FOR BROADCAST MEDIA)
– In-home projection tests: In the consumers’ home itself a movie
projector is set up and the ad is screened. They are questioned both
before and after exposing them to the ad
– Trailer tests: As in case of any trailer activity two different groups of
customers are identified. One group is exposed to the ad that contains
coupons for purchasing some selective articles while the other group
is not given the coupons. If the consumers of the first group use
coupons for purchasing articles it can be inferred that the ad was
effective.
– Theatre test: A set of target audience is shown the trial ads in a
theatre. They are then given a questionnaire to be filled.
– Live telecast tests: As against the above artificial testing environments,
a real life live environment is chosen. The audience of this
environment is exposed to the test ads through live telecasting
13. PRE TESTING-COMMUNICATION
EFFECT
(BROADCAST MEDIA)
– Projective Technique: Instead of showing them an advertisement, the
researcher shows some pictures, words or situations and asks the
respondents to tell a story about it, fill the details or complete them.
– The types of projective techniques are as follows:
– Association: The researcher presents a word, or some unidentified
shape and the respondent is asked to tell the first word, thought or
image that occurs to him.
– Construction: The researcher presents a scene or picture and the
respondent is asked to make a story about it.
– Completion: The researcher shows an incomplete sentence or picture
and the respondent are asked to complete it with any words or in any
way he wishes.
– Laboratory Research Device: It uses specially designed equipment to
measure the physiological reactions – heartbeat, blood pressure, pupil
dilation, and perspiration – of the respondent to an ad Some such
technique include measuring interest levels by tracing ‘eye ball
movements’.
14.
15. POST TESTING-
COMMUNICATION EFFECT
– Recall Tests: The most popular posttests are the
brand recall test. These essentially check on the
recall levels of the ads, its content, and the brand
advertised.
– Aided recall: In this method individuals are shown
advertisements in which the brand name has been
marked and they are asked to tell which product is
advertised. This is used to test the ability to
remember brand marks, packages and slogans.
– Unaided recall: It involves asking the respondents if
they have seen the publication by showing them
only its cover and not inside ads contained in it.
They are then asked to name all the ads that can be
recalled in the publication.
17. PRE TESTING- SALES
EFFECT
– Inquiry test: This is designed to measure advertising
effectiveness on the basis of inquiries generated
from ads appearing in various print media. The
inquiry may be in the form of the number of
coupons returned, phone calls generated or direct
inquiries through reader cards
– Split Run Test: This test is the modification of the
above test and is normally used to test the print ad
the advertiser prepares the two different copies of
the ad carrying different coupons, free gifts or free
booklets. The ad is then run in such a way that 50%
of the medium carries one copy and other 50%
carries another copy.
18. PRE TESTING- SALES
EFFECT
– Intend to buy Test: In this test, readers of a
magazine, who have read the advertisement,
are asked about the effect of an ad is on their
buying intention for a product. Once they
express an intention to buy, a further probe of
the element of ad that influenced them most
to do so is assessed.
– Sales Experiments in Test Markets: The ad
campaign is run on a small scale to find out the
effectiveness of the ad before the ad campaign
is run for the entire market. The advertiser
selects a control market and a test market
19. POST TESTING- SALES
EFFECT
– Historical Sales: This test involves correlating the past sales
and profit with past advertising expenditure using advanced
statistical techniques. The result can reveal how far
advertisement was effective in generating or increasing sales.
The test can be used to different products, territories and ad
media.
– Experimental Tests: Experiment is conducted to assess
impact of advertisement on sales. Instead of spending same
percent of sales for advertisements in all territories or for
products, a company may spend different percentages of
sales for advertisements and find out whether high spending
territory or product have generated more sales.
20. CONCURRENT
TESTING
– Telephonic Survey-
– Interview Test - Such a face-to-face interaction is generally
possible at POP (Point-of-Purchase).
– Passers-by-Count test – In this type of test, the number of
viewers stopping to view a signboard/billboard/poster are
counted..
– Customer Diary Test –some selected prospective consumers
are provided with diaries and are requested to note down
their opinions about the strengths and weaknesses of the ad
whenever they read or view the ad
– Mechanical Tests – In this type of test, the readers or viewers
of the ad are observed while they are actually reading or
viewing the ad with respect to their eye movement, etc.
21. SUMMARY
– Hence we can conclude that it is essential for measuring
ad effectiveness in order to judge the various strategies,
ensure efficient utilization of resources, earning profits,
gain better market and customer insights.
– Most common method of evaluation is setting standards,
setting objectives, using various tests and models and
understanding the research and implementing it.
– It is a complex activity usually demanding more effort from
the marketer.