Objectives of measuring advertising, Marketing Management

Assignment Help:

Objectives of measuring advertising: some advertisers do not bother to measure advertising effectiveness. They expect that the sales will ultimately increases by the reason of advertising. But, recently, advertisers have been forced to measue the effectiveness. The producers themselves adopt a measuring device because they incur a sizeable amount of expenditure and the advertising. Problems and difficulties have compelled them to measure advertising effectiveness. The effectiveness of media and message are also assessed for their use in the future. The same amount of advertising budget is not necessarily effective to the same extent. Their results vary for the several reasons. The measuring of advertising effedctivness shows how effective and successful a particular campaign has been. Adequate measuring techniques and the other advertising components have been tested. The effect of the advertising should be isolated from those of other promotional and marketing activities to measure its effectiveness. Many techniques have been developed for this purpose. The measurable -factors readership, consumer opinion, belief or disbelief recall, attention, attitude, etc. these are taken into consideration for the purpose of the measuring effectiveness. Some advertising is not only counter productive but may benefit the competitions. Advertising may be extensive but ineffective in its approach. An unnecessary large amount is sometimes spent without any reward. An improper display may tarnish the image of the product.

Measuring sales and communication performance: the advertising effectiveness is measured in the light of sales and communication objectives. These are the two important aspects of the measurements:

Measuring sales: A sales measurement makes a realistic approach to the assessament of the advertising effectiveness. It is a very useful tool where advertising is the predominant contributor to sales, when the sales response is immediate and when internal and external factors affecting sales are held constant or are ineffective. But the advertising is not the only contributory factors to the sales. Measuring its effectiveness, therefore, in terms of sales only its not very logical or scientific. Nevertheless, this is the only realistic approach to the measurement of the effectiness of advertising.

Measuring communication effects: advertising is basically a communication process. The effectiveness of the advertising can be measured by how much the communication process has been useful in the motivating consumers. This approach is considered as more economical and easy because communication effects can be measured by research, opinion, mathematical models, etc. the communication objectives establishing brand awareness, improving recall, increasing brand recognization, bringing about an attitude change etc, can be measured because these are realistic. 


Related Discussions:- Objectives of measuring advertising

Markerting landscape, describe five challenes affecting markerters in 21st ...

describe five challenes affecting markerters in 21st centuary

State the methods of price fixation, State the Methods of price fixation ...

State the Methods of price fixation Methods of fixing price can be broadly divided into the subsequent categories. 1. Cost based pricing 2. Competition based pricing 3

Analyze the economic & demograpic env. of himachal pradesh, study the envi...

study the environmental & economical trends prevailing in Himachal & prepare a business plan for launching a new product

Evaluate current market strategies, Virgin Mobile (VMA) Australia is a lead...

Virgin Mobile (VMA) Australia is a leading consumer focused mobile network with its headquarters based in Sydney. VMA has official retail stores located in the following Australian

B2B Marketing researcher, As an interviewer, i need a list of at least 10 a...

As an interviewer, i need a list of at least 10 appropriate questions to discuss ask this person.

Factors affecting the choice of distribution channel, Factors affecting the...

Factors affecting the choice of distribution channel Choice of an appropriate distribution channel is very significant as pricing as well as promotion strategy are dependent up

Cost advantage of penetration pricing strategy, How is penetration pricing ...

How is penetration pricing strategy give cost advantage over innovating firm? In the case to outlook penetration pricing strategy is more commercial than financial. It is more

What are the types of sales promotion strategies, What are the types of sal...

What are the types of sales promotion strategies? Sales Promotion Strategies: There are three kinds of sales promotion strategies as illustrated here: • Push, • Pul

Ethical choice of the market targets, Ethical choice of the market targets:...

Ethical choice of the market targets: Market targeting sometimes generates public controversy. The public is concentred when the marketers take unfair advantage of valuable gro

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd