Basically, there are two ways to evaluate advertising effectiveness for your launch advertisements in the market. If you understand these two methods then you will definitely evaluate your advertising performance.
When you launch your advertisements in the market then it is required to know how the advertising plans, strategies and your goals are successful in achieving advertising objectives or need to modify for better results. In this article we will see all tips to measure advertising performance.
Table of Contents
What is advertising effectiveness ?
Advertising effectiveness can be defined to which advertisements give you more results in the market to achieve the target. Measuring the effect of advertising is very important because it will give the amount of investment needed for advertising. Whenever you evaluate advertising effectiveness then keep it in mind Global Advertising evaluation is not possible.
We have to develop and apply all the methods and measure a partial result of advertising. We know measuring advertising is very difficult but we believe there is some important way to advertising effectiveness. The following points are given below that are very essential.
- Advertising interacts with other business variables that are behavior, marketing policies, financial decision and environmental variable that is competition, economically. This is hard to interact with but if you can then good for your advertisements.
- Sometimes the effects of advertising are valid and not always relatable into quantitative terms.
- Advertising causes a long term effect. Effect is not always occur but the result in the same period is the cost.
There are two basic models of evaluation of advertising effectiveness. If you practice these two models then you obtain the advertisement results.
- The dichotomous model
- The three-dimensional model
1. The dichotomous model :
The dichotomous model is mainly applied in product and brand advertising. This is tending to isolate and measure separately the following points.
- Sales effect
- Communication effect
a. Sales Effect
The sales effect shows the assessment of the capability of advertising to affect the sales volume and the market share but it is possible to influence other variables. The effectiveness of promotions should be considered for its effect on sales in the short term. This type of advertising activity measurement is based on the marginal theory.
Advertising is therefore regarded as an independent variable that can be mixed with other marketing variables to have a certain effect on the dependent variable that is sales. The aim is to know the best combination of determinants of the sales increase.
b. Communication Effect
The communication effect shows the ability to reach with some meaningful message that is more significant to the public. This type of effect is examined in Literature with different approaches that is ;
- Sociological
- Semiotic
- Psychological
- Socio-psychological
Sociological
Sociological analysis on the community, think about systems governed by rules and social norms, and social behavior. The role of advertising and consumption in society will change with very small topics. Sociology has the power to examine how advertising influences opinions, attitudes and behavior of individuals in social groups.
The two approaches of advertising function in some societies. To first maintain a positive approach to advertising. This is the belief that the role of advertising is to better organize economic and social relations, to harmonize social behaviors, two people aware and to help them to better live together without any problems.The second approach is by contrast, rather critic because advertising tends to generate a mass consumption.Inline to adapt the message to a targeted audience, introduces new, symbolic values.
Semiotic
10 semiotic analysis focuses in the first instance on symbols. These are identified as anything that conveys the meanings. Example: words, images, and slogans. Symotic studies the problem of encoding and more generally of the code used. The object of Investigation is the message itself containing variable signs that can be interacted according to a pre-established intention. Influence the consumer without reference to the consumer is not a good practice.
This approach is very useful in the context of advertising creation. To analyze the quality of a message you have to check its construction, and presentation to the place of communication process. In the process of message evaluation there is a minor problem in the message of the recipient. This is a very important limitation of the semiotic approach on the basis of marketing.
Psychological
Communication in general and Advertising in particular were treated by psychologists starting from the motivations of the message. That is the reason psychology is always in the center. The purpose for the advertising creator, to identify the reasons for consumer behavior to want success in an effective advertisement message and also you have to remove the barrier of communication. With the psychological approach many types of research and investigation are shown to us, so thanks to neuroscience for the contribution in our psychological research for advertising purposes.
I know there is the question in your mind that is what the evidence is, do not worry I will tell you all the things that are required. The evidence is necessary to verify this assumption. The psychological approach has the advantage to measure the effectiveness of promotion with reference to the recipient message, similarly to the consumers characteristics. But the other point is the approach doesn’t provide accurate answers. Not showing the exact answers or causes to lead the recipient of the message. So, the external factors play an important role in determining the behavior of the recipients.
Socio-psychological
The socio psychological approach takes similarly into account the message and the recipient of the message. This approach desires to study the effectiveness of promotions in terms of persuasiveness. This persuasiveness research considers the environment of the communication process and this is actual interactions. The experimentation is widely used.
This is also allowed to consider all hypotheses tested together, and all the links that exist between variables, throw a pre-test On direct effect of certain variables that is taken individually. This is because control in reality is very difficult. This shows the actual contribution of these variables in explaining the evolution of the dependent variables, sales.
2. The three-dimensional model :
The main criticism to the dichotomous model concerned the partial evaluation and the inability to provide reliable breakdowns of the effects achieved by advertising and by other company politics that is marketing and communication. For this type of reason sometimes the three dimensional model that is known as AIDA model and model Dagmer. These models are used in Planning advertising campaigns and evaluating their effectiveness in the market.
This is separately in the following dimension, you have to know all the dimensions to evaluate effectiveness promotions.
- Cognitive dimension
- Affective dimension
- Behavioral dimension
a. Cognitive dimension
Namely the analysis of cognitive dimension concerned the message concerning the message understanding and storing without adding any indication. When responders are able to describe at least one specific element of the communication, recognition and identification of the advertising.
b. Affective dimension
The effective dimension is linked to the attitude towards communication. In this campaign effective reactions and emotional acceptance are investigated. The effective attitude towards the image proposed and the spread of consumer opinion is detected.
c. Behavioral dimension
The behavioral dimension helps you to understand the main changes in buying behavior, and also give information about intentions and actions that is measured by sales and market share.
Conclusions
All the models mentioned so far are mainly focused on three elements of the communication process that is discussed below in followings ;
- The recipients on the basis of audience, memory and storage
- The media in terms of impact, coverage and frequency
- The feedback in terms of attitude, behaviors and opinions etc.
Most measurement of advertising effectiveness deals with specific ads, and much less is spent on evaluating their effectiveness. A proposed campaign should be tested in one a few cities first and its impact evaluated before rolling it out nationally.
