Measurement of Advertisement Effectiveness
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The document outlines various advertising objectives and effectiveness measurement methodologies, including the DAGMAR and AIDA models, highlighting key stages such as awareness and action. It discusses the causes of advertising failures, such as product defects, poor appeals, and media selection issues, as well as the challenges faced with direct marketing. Additionally, it emphasizes the importance of setting goals, identifying target audiences, and reviewing campaign results for successful advertising strategies.
Measurement of Advertisement Effectiveness
- 1. Unit 1
- 3. DAGMAR “Logical basis for advertising goals & objective against which success
- 4. Comparisons of Model AIDA 1. Attention 2. Interest 3. Desire 4. Action Lavidge &Steiner 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Purchase DAGMAR 1. Unawareness 2. Awareness 3. Comprehension 4. Conviction 5. Action
- 5. Measurement of ad effectiveness Direct Method Historical Sales Experimental Method
- 7. Measurement of ad effectiveness Before & After/ Control Group Multivariable Analysis
- 8. Measurement of ad effectiveness Indirect Method Ad Exposures Recall Method A. Pre B. Post Action Method Brand Awareness Change in Attitude Method
- 9. Blind Test by HTC 3rd July 2015
- 10. Taste Test by Pepsi
- 11. Dove Post Test
- 14. Measurement of ad effectiveness Indirect Method Ad Exposures Recall Method A. Pre B. Post Action Method Brand Awareness Change in Attitude Method
- 17. Measurement of ad effectiveness Indirect Method Ad Exposures Recall Method A. Pre B. Post Action Method Brand Awareness Change in Attitude Method
- 20. Cause of Failure Tall claims Deodorant sprays, perfume sticks and roll-ons, aftershaves, body washes, shampoos, and hair gels
- 23. Weakness in Distribution Lack of follow-up
- 25. Wrong selection of Media Instant gratification
- 26. Cause of Failure Reach Vs Budget Improper use of passive media. Creating ads instead of campaigns. Late week schedules
- 27. Direct Marketing Concept It attempts to send its message directly to consumers, without use of intervening media, with consumers or business, usually unsolicited.
- 28. Growth of DM Rapid Growth Interactive Marketing Forecast for Continued Growth Strong Jobs Outlook High Return on Investment Part of the "Advertising Mix Solid Performance for Traditional Channels
- 29. Direct Marketing Process • Set goals and objectives. • Determine the response mechanism. • Identify the target audience. • Choose the marketing channels. • Produce the campaign. • Review the results and reinvest.
Editor's Notes
- #3: : Permits the seller to repeat a message many times & allow the buyer to receive & compare the message of various competitors dramatizing through artful tools: sound ,color, print does not feel obligated to pay attention
- #5: The role of advertisement in each stage To move people from unawareness to awareness-the advert aims to make customer aware of the product’s existence. Comprehension- information provided by advertisement Conviction- the aim is to convince the customers. Action: Sales promotion to move customer to purchase.
- #8: Till stock end,
- #9: Zipping: forwarding ads in pre recorded serial/film, Zapping: change the channel during ads.
- #11: The challenge originally took the form of a taste test. At malls, shopping centers and other public locations, a Pepsi representative sets up a table with two blank cups: one containing Pepsi and one with Coca-Cola. Shoppers are encouraged to taste both colas, and then select which drink they prefer. Then the representative reveals the two bottles so the taster can see whether they preferred Coke or Pepsi. The results of the test leaned toward a consensus that Pepsi was preferred by more Americans
- #21: he ad which creates sufficient urgency to cause people to respond immediately is also the ad most likely to be forgotten immediately following the “expiration” of the offer. Such ads are of little use in establishing an identity for the advertiser in the mind of the consumer. 2. For a “media mix” to be effective, each element in the mix must have sufficient repetition to establish “retention” in the mind of the prospect. Too often, however, the result of a media mix is too much reach, not enough frequency. Will you reach 100% of the people and convince them 10% of the way? Or will you reach 10% of the people and convince them 100% of the way? The cost is the same. 3. The business owner is uniquely unqualified to see his company or his product objectively. He is on the inside, looking out, trying to describe himself to a person on the outside looking in. It’s hard to read the label when you’re inside the bottle. Too much product knowledge causes the business owner to answer questions that no one is asking. This makes for extremely ineffective advertising. 4. such as, “Highest quality at the lowest price. Advertisers will often have what the customer wants, but fail to offer any evidence. A cliché is nothing less than as unsubstantiated claim to the public is tired of hearing. You must prove what you say in every ad. The prospect will not make a new decision about your product until you have given him new information and a new perspective. Do your ads supply new information? Do they provide a new perspective? If not, prepare to be disappointed with the results. 5. Non-intrusive media, such as newspaper and yellow pages, require the use of a reticular activator (such as a photo or illustration) because passive media tends to reach only those buyers who are actively in the market for the product. Passive media is very poor at reaching prospects prior to their need, which means it is extremely difficult for passive media to create a predisposition toward your company. With patience, the consistent use of intrusive media (such as radio and television) will win the heart of the customer before he is in the market for the product. 12 Causes of Advertising Failure | Radio Advertising Facts