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Measuring advertising effectiveness is an important component to understanding the success of your program. Each vehicle will have a slightly different method of measuring effectiveness but ultimately it is based on ad recall, encouraging the customer to take the next step to action and purchase your product. There are a number of strategies that Kaleidoscope can implement to determine
the effectiveness of your advertising. As with all measurement, the metrics needs to be determined in the initial planning stages.
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Print:
Print can be measured through tracking response, recall and sales. The following indicates some of the methods used to acquire measurable results in print advertising:
- Run different ads – Develop similar ads for multiple publications but use a different call to action or contact number. By tracing the responses against the publications, you can determine that the message was more effective in generating awareness and purchases
- Run the same ads - When developing a campaign that involves coupons, run the same ad in different publications with a different identifying mark on each. Customers will redeem the coupon for a free sample or savings offer. Comparing the coupons with the publications can track results and indicate which ad was most effective
- Modify the price – consumers are generally very price-sensitive. By offering a product at slightly different prices in different magazines, you can determine whether consumers will buy your product at a higher price. For national roll-outs, consider regional price sensitivity
- Advertise a specific item – if sales of that item only increase, you know that your advertising is reaching your target market
- Compare sales results
– Monitor sales results before and after an ad campaign. Make sure you adjust for seasonal considerations to ensure reliability
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Television:
Television is measured by comparing the
audience rating points delivered against the audience rating point objectives of a particular show of time period
Direct Response Television
Direct response television (DRTV) is more accountable than general viewing television. It is designed to track responses during air time and can be tracked regionally. You have the ability to measure your cost per order or lead on a daily basis and adjust your offer or media buys accordingly
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