Measuring the effectiveness of an
advertising campaign is extremely important. Naturally, an effective
advertisement should have strong and positive impact on the sales of a product
or brand. Advertising managers as well advertising agencies, the product
companies or other key players wouldn’t want an ad campaign to be ineffective
especially when precious resources (time and money) have been put into it.
While it’s quite unlikely for an advertisement
to cause harm, it can however be ineffective, but thorough research has revealed
that bad or poorly strategic forms of advertising can decrease sales.
Advertising research should be
measured in other to ascertain whether an ad campaign is successful or not. The
what, when and how should always be borne in mind when measuring advert
effectiveness.
It’s all about research, (advertising
research), it sets targets for each objective and determines if those
objectives have been achieved. An ad campaign is undertaken for different
reasons and objectives; it could be the objective of increasing awareness from 40
percent to 60 percent or to create increase in sales or market share/position and
if it can be attributed to the advertising campaign(s). Measuring can take
place before, during and after campaign execution.
These are some of the ways to measure the
effectiveness of advertising campaigns;
Conduct
a survey regarding Awareness and
Recall: you can use photographic or video images of your ads to
test awareness and recall of your audience. For example, show individuals an
image of an ad or video clip without audio to see if they recall the product or
company. You can also test messages, called attitudinal measurement. With this
research, you determine what emotions your ad messages have invoked in the
viewers. For example, if your message is about drinking clean water like Eva
water, determine whether the message made people more conscious of their health
or not.
Inquiries: You
can measure your advertising campaign effectiveness by the number of inquiries
you have received throughout the campaign period. For example, if a customer or
client calls the customer care line, you can ask how they got to know about the
product or services.
Circulation: Adding
circulation figures of the media where your ads are placed is another
measurement. There is no way to determine how many people actually saw your ad
using circulation figures. So don't use this as your sole measurement, but it
does calculate potential viewing and reading. You can get circulation figures
from every media source. Media owners try to account for several variables,
such as special issues, part-time subscriptions and digital editions.
Increased
click on the company’s website: Online ads that customers click through to get
to your website or product page are easily traced from the ad by the online ad
vendor. Impression measurements include clicks and unique visitors which can
also be an effective way for measurement. Anyway before purchasing digital
advertising, ask each company if it follows these industry standards, so that
your Internet advertising measurements are consistent. Have an inquiry question
for the source on your website as part of the customer inquiry form as well.
Conducting a commercial
survey after the campaign ends: You can conduct commercial survey for random people from random parts
of Lagos state, using question and answer technique (Q and A) to ask them to
discuss their likes, dislikes and understanding of the product or brand. Stills
from the proposed commercials are shown on a TV screen with a voice over, this
is a realistic portrayal of what the commercial will be like if its shot, the
method provides important inputs from target customers themselves rather than
solely relying on view of the advertising agency.
If you are thinking of advertising in Nigeria, please contact PoiseMedia
Communications at www.poisemedianigeria.com or
check our contact at the bottom of this blog. We can help you identify your
market and reach them. We apply both BTL and ATL strategies to project our
clients’ brands to the right audience. We can do same for you at very
affordable price.
Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd
Business Development Officer
PoiseMedia Communications Ltd
