To measure the effectiveness of advertising is not rocket science. The purpose of advertising is to create interest and persuade potential buyers that you have the offers which they need. The most successful advertising campaigns have created and nurtured that sense of need and encourage people to go and avail whatever the advertiser is promoting.
TV Commercials are the most common form of advertising. Their effectiveness can be evaluated in many ways such as consumer surveys, television ratings, industry awards and few others. Specific websites and toll-free numbers are also listed with some infomercials and other ads through which responders can give their view points.
Print Advertisements have been the traditional form of advertising. Like TV Ads, specific web address or phone numbers are given with the advertisements in magazines, newspapers and other printed items. Industry related publications and some magazines usually include sewn-in postcards which contain numbers corresponding to ads in issue. The effectiveness of the ad is measured on the basis of readers’ response through the numbers. These numbers are provided to the advertisers in these magazines and thus they come to know how effective their ads were.
It can be seen that mailboxes worldwide are filled with printed promotional pieces. Many of them include response cards which can be used for requesting detailed information, price quotation or sales calls. The marketers can easily find out the effectiveness of their ad efforts by gathering customers’ feedback given through these cards. Web Ads are the simplest to measure their effectiveness. Consumer buying behaviour can be easily collected and analysed in case of web ads. Many site statistics software are also available through which one can know the web pages where customers visited and made enquiries.
Effective ads are convincing. They engage prospects as if the advertiser is speaking directly to them. Some of the best advertisement campaigns such as Coca Cola’s “Thanda matlab Coca Cola”, Mento’s “Dimag ki batti jala de” and Bajaj’s “Buland Bharat ki buland tasveer… Hamara Bajaj” endorse this theory. Therefore, the best way to find out how well your ad campaign is doing is to hear people on the street whistling your jingle.
