Evaluating Advertisement Campaigns: Analyzing CustomersMonday, 28 March 2011 11:03

Marketing forms the lifeline of every organization. It is the most essential aspect of business, asthis is the only method of reaching out the people and showcasing the values offered by thecompany. Products and services are the offerings which are provided by businessorganisations, but the only way prospective customers know about is effective advertising.Company's use innovative marketing strategies and storylines with celebrities by shelling outmillions for advertising. But does the right values proposition, brand image and productinformation reach the customer? To counter this dilemma, organisations opt for one pivotalprocess: Advertisement campaign evaluation for estimating and analyzing its effectiveness.

Advertisement campaigns are an essential component of brand building and marketing. Themost important, popular and effective ways of advertising is print media, TV ads and the latestbeing viral marketing on the internet . No matter where the advertisement is shown, theultimate aim of an advertisement is to catch the eye of the prospective customer, and to makesure that he purchases the product.

Ad campaign evaluation is basically understanding the fact whether the customer has actuallyunderstood the message of the advertisement, the features of the product and how has the adinfluenced the individual.

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Evaluating Advertisement Campaigns: Analyzing CustomersMonday, 28 March 2011 11:03

Ad campaign evaluation comprises of a few basic steps in understanding its reach andeffectiveness.

The first step in this process is preparing a questionnaire which would cover all aspects of thead campaign. The most pivotal point is the recall value of the ad campaign, brand name and theproduct. Recall tests should be first done with unaided recall and then with aided recall.Unaided recall is a process of asking the target about whatever they remember about the adcampaign i.e. product, story-line, theme, locations etc. After that aided recall is used to compareand find out about the quality of the ad, appeal to the customer, influence on buying decisionand overall quality of the ad campaign.

The second part of the evaluation includes surveying a sample of the target market as a pilotstudy, which should include existing as well as prospective customers. This is essential as it wouldhelp in analyzing brand loyalty, brand switching and also in finding out about customer preferences.

The final step of the ad campaign evaluation is the analysis of the information and finding theinterdependence on various factors on each other. This would help organisations understandthe mediums of media which were successful and mediums which failed.

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Evaluating Advertisement Campaigns: Analyzing CustomersMonday, 28 March 2011 11:03

A lot of money is pumped by organisations in advertising their products. Thus it becomesessential to follow-up on the quality, recall and influence that ads have on its customers. Suchevaluations enable organisations to continue a successful campaign or stop any failedcampaign. Thus, an important technique of studying advertising effectiveness is the process ofad campaign evaluations.

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