Advertising campaign effectiveness
Determining the actual efficiency of an advertisement campaign while it lasts and after it has finished.
Effectiveness is measured by estimating:
• Unaided and aided advertisement recall;
• Unaided and aided product recall;
• Whether specific elements from the advertisement are memorised;
• Whether the advertisement's slogan is memorised;
• Mood and feelings that the advertisement creates;
• Product use/consumption;
• Intention of future use/consumption.
Before launching any advertisement campaign, one should know the answer to some very important questions:
• Which media do potential clients use most often: press, radio, television?
• How often and in what way do they use these media?
• What is their attitude towards advertisements as a whole?
• How do advertisements influence product purchase in the specific product category?