advertising - effectiveness?

Judging the effectiveness of advertising 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 Stimulate an increase in sales Remind customers of the existence of a product Inform customers How success can be measured - Number of enquiries from advert - Number of enquiries converted into sales - Test customer awareness both before and after the advertising campaign - Number of enquiries - Test customer awareness - Number of requests for further information -Sales -Test customer awareness of brand recognition and perceived values - Levels of repeat purchase - Levels of customer retention - Measure demographic profile of purchases - Measure type of goods ordered by new purchasers - Compare with previous data

Build a brand image Build customer loyalty and relationship

Change customer attitudes

Objectives of the study: To study the effectiveness of advertisement of products under study in newspapers. To study the effectiveness of advertisement of products understudy in TV Media To analyze and compare the consumers attitude towards advertisement in TV and newspaper Media. The effectiveness of advertisement of products under

study in newspapers.

effectiveness of advertisement
Advertisement is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, and internet. It is often placed by an advertising agency on behalf of a company. Advertisement influence our lives in many unsuspecting ways because of rapid changes in the macro environment. These days advertising is regarded as a paid form of nonpersonal presentation of ideas, goods and services by an identified sponsor Testing or evaluation of advertising effectiveness refers to the managerial exercise aimed at relating the advertising results to the established standards of performance and objectives so as to assess the real value of the advertising performance. This evaluation exercise is also known as the advertising research. It is a research activity undertaken to measure the worth of the specific elements of an advertisement or the aspects of entire advertising programme. It is an attempt to know whether the message designed properly has reached the greatest number of prospects at the least practical cost. There are various types of media use for advertising these are: print media, electronic media etc. Of all the media, newspaper is considered as the backbone of advertising programme as it has continued to remain the most powerful message carrier. Of the total space, 45 percent goes to advertisements in form or the other and rest for textual matter. Television is the youngest, glamorous and highly specialized as it provides -1scientific synchronization of sound, light, motion, colour and immediacy that no other medium does except film. Colour transmission started in 1982 on the eve of ASIAD-82. It is state owned and controlled and is known as DOORDARSHAN. The telecasting system based on coverage is of two types namely, V.H.F. and U.H.F. the latest one is C.A.T.V. which means Community Antenna Television System. Now it is better known as Cable Television. -2Need of the Study

The average consumer is exposed to more than 1,500 advertising messages everyday. Advertising is everywhere. People may be most conscious of advertising when they watch television, but advertising in its many forms nevertheless pervades society, invades

households, and persuades minds nearly every waking moment. And it is not likely to abate any time soon. Company newsletters now frequently carry advertisements. Just 10 years ago, an arena was just an arena, and the baseball park was called Milwaukee County Stadium. To manage costs, naming rights to such venues are now offered. Midwest Express Airlines and Miller Brewing remind people of their generosity (and available cash) every time people pass "their" buildings. Advertising is everywhere. But nowhere is it more apparent than on your television screen. New research released by an advertising industry trade group says the number of television commercials, public service announcements, and station promotions reached an all-time high last year. And it's not because the networks think viewers need more time to fix a snack or go to the bathroom. "Costs are going up," says a CBS executive. "And advertising is what covers those costs." In the average hour, only about 39 minutes is devoted to programming. The balance is called "clutter." Clutter worries the advertising industry. They figure the more commercials stuffed into an hour, the less likely viewers are to remember their clients' ads. Clutter, whether on television or in any medium, also makes their job harder. It's up to the advertising agency to create commercials for their clients that stand out from the rest ofthe commercials. There ads must communicate their client's message more clearly and be better remembered than the muddle of mediocrity that exists among most advertisements. The ads must have punch; make the reader stop from turning the page or the viewer stop from changing the channel. They must break the "boredom barrier." In short, good advertising must have impact. It's a fundamental precept of all advertising. The need was felt to investigate the issues and clutter in advertisement, print and electronic media.

There are five main stages in a well-managed advertising campaign: Stage 1: Set Advertising Objectives An advertising objective is a specific communication task to be achieved with a specific target audience during a specified period of time. Advertising objectives fall into three main categories: (a) To inform - e.g. tell customers about a new product (b) To persuade - e.g. encourage customers to switch to a different brand (c) To remind - e.g. remind buyers where to find a product Stage 2: Set the Advertising Budget

Marketers should remember that the role of advertising is to create demand for a product. The amount spent on advertising should be relevant to the potential sales impact of the campaign. This, in turn will reflect the characteristics of the product being advertised. For example, new products tend to need a larger advertising budget to help build awareness and to encourage consumers to trial the product. A product that is highly differentiated may also need more advertising to help set it apart from the competition emphasising the points of difference. Setting the advertising budget is not easy - how can a business predict the right amount to spend. Which parts of the advertising campaign will work best and which will have relatively little effect? Often businesses use "rules-of-thumb" (e.g. advertising/sales ratio) as a guide to set the budget. Stage 3: Determine the key Advertising Messages Spending a lot on advertising does not guarantee success (witness the infamous John Cleese campaign for Sainsbury). Research suggests that the clarity of the advertising message is often more important than the amount spent. The advertising message must be carefully targeted to impact the target customer audience. A successful advertising message should have the following characteristics: (a) Meaningful - customers should find the message relevant (b) Distinctive - capture the customer's attention (c) Believable - a difficult task, since research suggests most consumers doubt the truth of advertising in general Stage 4: Decide which Advertising Media to Use There are a variety of advertising media from which to chose. A campaign may use one or more of the media alternatives. The key factors in choosing the right media include: (a) Reach - what proportion of the target customers will be exposed to the advertising? (b) Frequency - how many times will the target customer be exposed to the advertising message? (c) Media Impact - where, if the target customer sees the message - will it have most impact? For example does an advert promoting holidays for elderly people have more impact on Television (if so, when and which channels) or in a national newspaper or perhaps a magazine focused on this segment of the population? Another key decision in relation to advertising media relates to the timing of the campaign. Some products are particularly suited to seasonal campaigns on television (e.g.

Christmas hampers) whereas for other products, a regular advertising campaign throughout the year in media such as newspapers and specialist magazines (e.g. cottage holidays in the Lake District) is more appropriate. Stage 5: Evaluate the results of the Advertising Campaign The evaluation of an advertising campaign should focus on two key areas: (1) The Communication Effects - is the intended message being communicated effectively and to the intended audience? (2) The Sales Effects - has the campaign generated the intended sales growth. This second area is much more difficult to measure.