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Advertising Effectiveness: Why Sales Can't Be The Only Measure?

This document discusses various methods for measuring the effectiveness of advertising beyond just sales. It describes consumer feedback methods where consumers are asked questions after viewing an ad to understand message comprehension and impact. The portfolio method involves consumers viewing and later recalling multiple ads. Lab tests measure physiological responses like heart rate and pupil dilation while viewing ads. Advertising objectives can include increasing awareness, providing information, building brand image or loyalty. Common effectiveness measures are customer surveys to see how they learned of a product and metrics like calls to phone numbers or website visits associated with an ad campaign.

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Devavrat Singh
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49 views8 pages

Advertising Effectiveness: Why Sales Can't Be The Only Measure?

This document discusses various methods for measuring the effectiveness of advertising beyond just sales. It describes consumer feedback methods where consumers are asked questions after viewing an ad to understand message comprehension and impact. The portfolio method involves consumers viewing and later recalling multiple ads. Lab tests measure physiological responses like heart rate and pupil dilation while viewing ads. Advertising objectives can include increasing awareness, providing information, building brand image or loyalty. Common effectiveness measures are customer surveys to see how they learned of a product and metrics like calls to phone numbers or website visits associated with an ad campaign.

Uploaded by

Devavrat Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Advertising effectiveness

Why sales cant be the only


measure?

Comprehensibility
Is the message comprehensible?
Ad copy or script is tested before it is
executed.

Communication effectiveness method


Consumer feedback method
Portfolio method
Lab method

Consumer Feedback Method


What is the main message you got
from the ad?
What do you think the ad wants you
to know believe or think ?
Seeing this ad what will you do ?
What you liked in the ad and what
you disliked ?
How do you feel after seeing the ad?

Portfolio Method
Consumers are shown 10 -12 ads.
They are then asked to remember
ads.
Then aided recall
What did you understand from the ad
?

Lab test
Consumers are allowed to see the
ads
Heart rate
Blood pressure
Galvanised skin response
Pupil dilation

Advertising Objective
Stimulate an increase in sales Number of enquiries converted into sales

Remind customers of the existence of a product Test customer awareness both before and after the advertising campaign
- Number of enquiries

Inform customers Test customer awareness


- Number of requests for further information

Build a brand image -Test customer awareness of brand recognition and perceived values

Build customer loyalty and relationship


- Levels of repeat purchase Levels of customer retention
Change customer attitudes Measure demographic profile of purchases
Measure type of goods ordered by new purchasers
Compare with previous data

Common Methods
Customers tell how did they learn about
product?
More calls to our toll-free line?
Calls to acampaign-specific phone number?
Specific codes applied by customers to
receive offered discount
Redeemed coupons or vouchers
Increased visits on the website
Web analytics

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