Measuring the Effectiveness of Advertising Campaigns: Techniques and Tools, Exercises of Mass Communication

Download Measuring the Effectiveness of Advertising Campaigns: Techniques and Tools and more Exercises Mass Communication in PDF only on Docsity! Techniques of Measuring the Effects of an Advertising Campaign Why We Evaluate Campaigns  Compare Results to Objectives o Essential to quantify what the objectives of the campaign otherwise the results become quite subjective and open to individual interpretation  To Calculate A Return on the Investment o advertising is expensive and must make financial sense in order to be justified  Review elements of the campaign which worked, identify those which did not, and make modifications o a campaign is made of many elements and each need to be evaluated for possible modification Difficulties in Measuring Campaigns  Advertising deals in a world of in soft objectives o These are shifts in attitude, a consumer's liking or dislike of a product, believability of a promise, etc... o difficult to take these results and translate them to a hard outcome, like increase in sales  Measurement over time because most campaigns run for an extended period Isolating Marketing Variables  Variety of other marketing variables o because advertising is seldom the only or most important marketing variable, the outcome of advertising is difficult to isolate  Human memory has inherent problems o "I can't even find the keys to the car and you want me to remember what ads I saw yesterday?" Key Measurement Tools Awareness and Recall  Unaided recall o unaided recall occurs when respondents can remember the elements of the ad with no prompting by the interviewer o unaided recall is of better quality than other types of recall measurements  Question: "do you remember any commercials which you saw on TV last night?" o "Yes. I saw one for Mercedes-Benz which had a bunch of old footage of different models throughout time."  Less anchored in memory than unaided recall  Requires prompting by the interviewer as follows: o Question "do you remember any commercials which you saw on TV last night?" o answer " maybe, but nothing specific" o Question “I’ll mention a couple of automotive brands. Buick, Ford, Mercedes, Jaguar..." o Answer “yes, no I remember ad for Mercedes." docsity.com