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 |
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