advertising - effectiveness?
Judging the effectiveness of advertising
How can the effectiveness of an advert be judged?
The answer depends on what objectives or tasks were set for the advert.
The table below sets out some possible objectives/tasks and how the effectiveness of the advert might be measured:
| Advertising objective | How success can be measured |
Stimulate an increase
in sales |
- Number of enquiries from advert - 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 |
-Sales |
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 |
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