One of the most difficult problems faced by advertising agencies, and advertisers, remains the issue of measuring the effectiveness of the advertising they create and run.
It is a rare agency relationship that doesn’t encounter the question of how to measure effectiveness of the advertising investment-- often one of the largest line items in the marketing budget.
A Reasons for Measuring Effectiveness—three major reasons are offered for why measures of effectiveness should be taken. These include:
1. to avoid costly mistakes
2. to evaluate alternative strategies
3. to increase the efficiency of advertising in general
In addition, it should be noted that these results serve as input into the
situation analysis of the next planning period.
B. Reasons Not to Measure Effectiveness—A variety of reasons (and excuses) are offered to explain why the effectiveness of the advertising/promotional
campaign are not taken. Perhaps the most common of these are:
1. The high cost of conducting research
2. Problems with research measures used
3. Disagreement as to what to test
4. Objections from the creative department
While some of these arguments have merit, others result from excuse making, politics, or a lack of understanding of the value associated with conducting such research.
It is a rare agency relationship that doesn’t encounter the question of how to measure effectiveness of the advertising investment-- often one of the largest line items in the marketing budget.
A Reasons for Measuring Effectiveness—three major reasons are offered for why measures of effectiveness should be taken. These include:
1. to avoid costly mistakes
2. to evaluate alternative strategies
3. to increase the efficiency of advertising in general
In addition, it should be noted that these results serve as input into the
situation analysis of the next planning period.
B. Reasons Not to Measure Effectiveness—A variety of reasons (and excuses) are offered to explain why the effectiveness of the advertising/promotional
campaign are not taken. Perhaps the most common of these are:
1. The high cost of conducting research
2. Problems with research measures used
3. Disagreement as to what to test
4. Objections from the creative department
While some of these arguments have merit, others result from excuse making, politics, or a lack of understanding of the value associated with conducting such research.