Advertising has long been one of the most widespread and demanded areas of mass communications. The variety of types and advertising media encourages business owners and marketers to spend significant funds for these purposes. However, one of the key tasks of any advertising campaign is to analyze its effectiveness.
It is necessary
- - economic indicators;
- - staff;
- - telephone.
Instructions
Step 1
Evaluate the economic indicators that are characteristic of the present time. Record the level of sales, the number of customers, the profitability of goods and services. You will need this data for subsequent comparative analysis. It is advisable that you have numbers for a long period, for example, for a year. Take into account the seasonality factor, the economic situation in the country, force majeure and other circumstances that indirectly affect demand.
Step 2
Analyze your ads before launching. A common focus group method is suitable for this. Find 10-20 representatives of your target audience, write a detailed questionnaire and analyze a certain type of advertising in great detail. Rate its clarity, color gamut, sound range, first impressions, pros and cons. After a detailed study, you can change a few things in the material before starting it directly.
Step 3
After launching an ad campaign, re-slice the economic indicators in both the short and long term. For example, immediately after the start, you should not measure the number of sales. A good sign in this case will be a surge in calls and interest from new customers. It is advisable to estimate sales volumes in the long term, comparing it with the same for the previous year.
Step 4
Try to get direct feedback from your customers. For example, ask the question, how did visitors come to know about you. This way you will be able to evaluate the effectiveness of this or that advertising medium.
Step 5
Conduct a large-scale survey (verbally in busy places or by phone). You can find out if the target audience has changed their attitude towards the product, whether they know it and the advertisement itself. If your slogan, video or banner was memorable, most people will easily reproduce it.
