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 |
Marketing Glossary |
|||||||||
J |
|||||||||
K |
|||||||||
X |
Y |
Z |
|
|
|
|
|||
tutor2u is the leading global publisher of e-learning resources for Economics, Business, Politics, Enterprise, Law, Sociology, Religious Studies and related subjects. Our materials are used by over 3,500 schools and colleges in the UK and in educational institutions in over 85 other countries. tutor2u offers a range of free and subscription-based materials - designed to support teachers and inspire students. The business also runs a popular series of student revision workshops and teacher conferences. tutor2u was named Online Learning Resource of the Year at the prestigious BETT Show - the World's leading educational show.
|
Privacy & terms of Use |
Contact us |
Teacher Newsletters & Subject Blogs |
