Covert and Public Service Advertising
February 12, 2025
Challenges Facing Marketers and Small Businesses These days, marketers everywhere face significant challenges in terms of reaching out to customers across multiple channels, being alert and agile to newer trends in a media driven 24/7 world where Twitter has more power than any other marketing approach. Thus, it is very important for businesses on knowing […]
Considering the business point of view, it is valuable to deliberate of culture as presented at four diverse levels namely the national, business, industry and organization. National Culture comprises of the distinguishing common values, thoughts, suppositions, faith and customs of the occupants of a country which direct their behavior. For instance, the Scandinavian countries rest […]
What is Perception Management and Why it is So Important for Corporates We often hear the term, perceptions matter more than reality bandied about in the media and in organizational behaviour textbooks. In addition, we also come across how marketers and branding experts often indulge in perception management wherein they create a positive climate for […]
The 4 Ps of marketing are product, price, place and promotion. All four of these elements combine to make a successful marketing strategy. Promotion looks to communicate the company’s message across to the consumer. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing. Advertising Advertising is defined as any […]
Building an E Marketing plan for any business or product is quite engaging and challenging. What makes it more interesting is the fact that unlike traditional channels where one needs to depend upon market surveys and other means to gauge the customer behaviour, using the internet search data one can have instant feedback about the […]
“When a child writes the examination papers, he has to see the result come what it may be, so that he comes to know where he is wrong and where he should pay more attendance. This will help him work better in future.”
This is exactly the case of the advertisement. The work is not complete if the effectiveness of advertise is not measured. This is the only way to know how the advertisement is performing, is it reaching the targets and is the goal achieved.
It is not at all possible to measure advertisement effectiveness accurately as there are many factors like making a brand image, increasing the sales, keeping people informed about the product, introducing new product, etc, which affect the effectiveness of an advertisement.
We all know that there are some companies who advertise at very low level but still their products are a hit and some companies indulge in very heavy advertisements but they don’t get desirable results. But then, there are some traditional and modern tools to measure most of the effectiveness of an advertisement through which the advertiser can or may get more and more information about how their ads and product are performing in the market.
According to Philip Kotler and Armstrong, the Gurus Of Marketing, there are two most popular areas which need to be measured for knowing the effectiveness of advertisement and they are:
Communication Effect Research consists of three types of researches:
Sales Effect Research totally depends on the sales of the company. The sales keep varying from time to time. There are some factors affecting sales like product availability, the price of the product, contents of the product, and sometimes the competitors.
So this method is a little difficult than the communication one. The company doing sales effect research generally bothers about the sales of the product, they try to know whether or not the money they are spending on the ads is enough or excess.
As earlier said, it is not possible to measure each and everything and the chances are at the lower end if the company has many ads running through various mediums at the same time. So suggestion is that the advertiser or the company should use appropriate and different methods which are most suitable for the media under use.
These are the traditional ways. Now a days, internet is the modern tool for measuring the effectiveness of an advertisement. There are some types such as:
Internet is the most easy, cheaper and cost effective way to measure the effectiveness because here no money is wasted as the ad is only viewed when the customer want to view it where as in normal print method or using TV, the ad sometimes goes unwatched or unattended and viewed for the sake of viewing.
Your email address will not be published. Required fields are marked *