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Tools To Measure An Advertising Campaign?
Posted By: nickespinoosa* on 9/28/2004 10:33 AM (CST) 250 Points
I would like to know how best to measure the effectiveness of our advertising campaign. And also how best to brand a product?

Posted by: W.M.M.A. Member Response
9/28/2004 10:41 AM (CST)
What is your advertising campaign? Where are you located? How can we see it? What product are you trying to brand? There are responses to your questions if you go to the "Search Questions" section of the forum. You must be more specific and help us to understand what it is you are trying to achieve. We would like to help, but you must perform the basic research yourself and come back to us for more specific information. Once you look through the Forum, you will be able to learn a lot about what it is you seek.
Good Luck
Randall
WMMA
 
Posted by: David Sanchez* Accepted Answer
9/28/2004 9:54 PM (CST)
For me,

Advertising Campaign Performance = RESULTS = ROI + REVENUE
Overall you need media measurement.

Media measurement is the follow up process associated with gathering and analyzing the process and effectiveness of an advertising, marketing or sales campaign. A key component to any serious branding initiative, media measurement makes every step of a current campaign evident.

In a brick and mortar Ad Agency, usually the MediaCom Department compiles data from different vendors, like ACNielson, Arbitron, CMR, Mediafax, ComScore Networks or even Nielsen Media Research.

They shake it all together with client financial performance over time, meaning?
Is the Campaign driving sales?, comparative or predictive models can be usefull for the analysis.

Thanks to online advertising you are able to optimizing an online campaign live, besides, a TV, Radio or even Print campaign, the only last shameless action, will be to pull it out of the market, for lack of results.

David
 
Posted by: mgoodman Accepted Answer
10/1/2004 11:41 AM (CST)
"How to best brand a product" is a very broad question. The short answer is to understand the consumer at a deep level (needs, wants, aspirations, beliefs, values, etc.), deliver a product/service that truly addresses the consumers needs, and delivers value consistently.

A brand is a promise -- a promise of consistent quality, desired benefits, good value, etc. To best brand a product, you need to be sure you have earned your brand franchise.

To measure the effectiveness, one way is to conduct a brand audit/image study among your target audience (not just your current customers). Ask them what attributes and benefits they value in your category. Then ask them how your brand (and the brands of your competitors) stack up against those valued attributes and benefits.

If you've done a good job with your branding program, you will dominate the features and benefits you promise. You've delivered on your positioning. If consumers misunderstand your brand, you can probe further to see whether it's a product problem or a communications problem.

Hope this helps.
 
Posted by: mgoodman Member Response
10/1/2004 2:40 PM (CST)
Now for the issue of measuring your advertising effectiveness: It depends on what the objective was. If it was to register a brand name, that's different than if it was to generate an immediate order, or motivate a website visit.

I've conducted advertising response studies that cover the full range, and the approach you take is almost entirely a function of the objective.

In some cases I've seen clients conduct elaborate experiments. I remember one test where we advertised using three different campaigns (different copy/media combinations) at three different levels of spending. In total, we used 9 different markets, with local print, spot tv, and cable, translating a national plan. Then we read sales and consumer response (via phone surveys and IRI share data) at the end of 6, 9 and 12 months. (That was probably overkill, but the client was very impatient and was asking "how's it going" almost every week!)

In other cases, it might be a consumer attitude and awareness survey -- pre and post advertising -- to see what happens to unaided and aided awareness among the target audience.

Regardless of the approach, it's also important to have some way to measure other, non-advertising factors (like trade promotions, unusual competitive activity, new product introductions in the category, etc.).

All of these are standard operating procedures among large advertisers and the market research firms that actually field the studies.

How you proceed depends on the category, market segment, and -- most importantly -- the objectives of the advertising. And, of course, you need to look at the value and use of the information you'll gain. It could cost more to measure the effectiveness than the results are worth.

Note: Measuring the effectiveness of an advertising campaign is not the same as measuring the effectiveness of a branding program, as branding is a much broader issue (as covered in my previous response).

Hope this helps. Let me know if you need more.
 
Posted by: jose04 Accepted Answer
10/1/2004 3:47 PM (CST)
Hello nickespinoosa

You could check out an earlier discussion on a related theme
http://www.marketingprofs.com/ea/qst_question.asp?qstID=2227

Ad objectives ultimately boil down to the results delivered. Most businesses find meaning in a result like increased sale. There could be other objectives like awareness building, engaging consumers to your idea, making consumers your ambassadors...i.e. all of them implicating an increased sale.

When you compare a product item sales to the cost of advertising for the same, life is easy. It gets complex when you cannot comfortably trace the origins of the consumer compulsions, that is you are unable to pin them compulsions to the specific ad campaign.

Very often because of lack of quality data, we pin the sales to 'Faith' and the belief that there is a connection, between ads and sales. Things are not too definite and clear even now. It may never ever be. I don't want to believe that, but it seems to be the bitter pill to swallow for the moment.

The technical needs to work out a multidimensional, multivariate assessment of the precedent forces to a sale requires much dedication and work. Efforts in the direction of meta analysis reports on the subject of ad effectiveness studies will be a starting point to having an acceptable model involving the development of a dependable ad-sales ratio. Till that happens you need to develop your scales to understand the precedent forces to a sale (in a comprehensive manner, phased over a period). THese scales should atleast be validated over time and between sale points to develop your own meta analysis reports inhouse. With clear segments and near total access to all required data (store based, attitudinal, sales data etc) you have your path cleared for work at the moment.

I agree with mgoodmans assessment of branding.

Hope these thougths help!!
 
Posted by: jcmedinave Accepted Answer
10/4/2004 5:17 PM (CST)
The best way is to put objectives and test them during the campaign. What are your objectives? Top of mind, reminding your brand or certain information, incentive the sales, promote your products, launch a new product, advertise new features and benefits, ....

It is important to test the customers and prospects, before the campaign and after it to compare the variations of your efforts and inversion. It is also important to test you in comparison to your competence, because they are doing thinks too.


http://www.clickz.com/experts/crm/actionable_analysis/article.php/3408201

http://directmag.com/mag/marketing_unusual_career_opp/

Bye,

Juan Carlos
 
Posted by: Mushfique Manzoor Accepted Answer
10/7/2004 5:20 AM (CST)
hi nick

I fully agree with the advice from mgoodman, jose, juan carlos.

here is, IMHO, some of the ways to measure the effectiveness of advertising campaign in a simple way.

#1. sales and profit generated by the campaign against the cost of the campaign.
#2. the ratio of Increment in sales and the advertising expenses for the campaign.
#3. the ratio of profit from and the cost of the campaign compared to the same ratio of before the campaign.
#4 Brand awareness of your brand after the campaign as opposed to before the campaign.

for for best way to brand a product i agree with mgoodman completely. hope this helps.

cheers!!
 
Posted by: Val (Moderator)* Moderator Response
10/10/2004 3:22 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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