"If the effectiveness of advertising could be realistically measured, then it would have been capitalized by insurers long ago," says John Vandermijk. The classic of the advertising business is right - there are still no universal methods for assessing the effectiveness of advertising efforts. However, advertising did not remain completely without the attention of optimizers - the effectiveness in it is determined by some indirect parameters. Distinguish between communicative efficiency, which reflects the degree of psychological impact on people, and economic.
It is necessary
- Focus group, consisting of 40-50 respondents, selected in accordance with the principle of representativeness.
- Results of the study of the target audience (CA), defining the characteristics of its typical representative.
Instructions
Step 1
The most correct approach should be considered the one in which methods of evaluating the effectiveness of advertising begin to be used even before the start of the advertising campaign. Here it is necessary to assess the psychological perception of the respondents. Give the focus group 3-5 variations of advertisements / announcements, giving them the task of subjective assessment on a 10-point scale.
Step 2
The next test is also done before the launch of the ad. Invite the most typical representatives of your target audience and show them a selection of several advertising messages including yours. At the end of the demo, ask to mark the ad you remember. Thus, the memorability of advertising messages is assessed.
Step 3
Next, they begin to assess the effectiveness of advertising directly during the campaign. The simplest is the method that determines the degree of attracting the attention of visitors. The observer marks everyone who paid attention to the ad over a period of time, and then calculates the degree of attraction, defined as the number of people who looked at the ad to the total number of people who passed it by.
Step 4
In parallel with the previous test, conduct a customer survey during the advertising campaign. Respondents should be asked where exactly they saw the ad.
Step 5
At the end of the advertising campaign, its results are summed up using other methods. First of all, the communicative indicators of advertising efficiency are calculated. The degree of implementation is defined as the number of those who remembered the advertisement to the number of those who did not remember it (the study itself is carried out by telephone interviews of persons from the target audience a few days after the end of the advertising campaign).
Step 6
After that, the Robinson method is used. 200 representatives of Central Asia are selected and presented with a list of advertised brands. Each respondent should answer the question what he saw / read / heard in the advertisement of this brand.
Step 7
Each of the above methods refers to the assessment of communicative effectiveness. The economic calculation of the effectiveness of advertising is made by calculating the increase in the average daily turnover during and after advertising as a percentage of the original.
