Advertising effectiveness: how to evaluate an advertising campaign

[jrineakter]

No one is certain that an advertising campaign will work, but if there is one thing that is certain in advertising, it is the measurement elements. These are different mechanisms that are used to measure advertising effectiveness in relation to different parameters. To accurately measure the relevance and effectiveness of advertising, it is necessary to carry out a pre-test that lays the foundation for later data, as well as a post-test that measures the effectiveness of advertising once it has been launched to the public.



Advertising effectiveness, pre-test and post-test


A pre-test is a test to which an advertising message is subjected before it is launched to the public. Normally, groups are created in relation to socio-cultural parameters of the hong kong telegram mobile phone number list segment to which the campaign is launched. What is usually measured in this type of test is short-term recall, perceived veracity of the message, comprehension of the advertising, identification between the product and the brand, and preference.



The idea is to draw conclusions prior to launching in relation to the durability of the advertisement in the mind of the recipient, the level of understanding achieved in all aspects of the advertising message, the relationship of the specific product with the overall brand idea and its effectiveness on the public.



Once the campaign has been launched, it is essential to evaluate its effects through a post-test . The advertising effectiveness and its measurement will be the information we manage for future campaigns and strategies.



The conclusions drawn from the post-tests relate to the penetration achieved, that is, the audience impacted and the way in which it has assimilated our message; the change in attitudes, measuring the degree of conviction achieved and whether the commercial message has truly filtered through to the public; and finally, the increase in sales of the product or service, taking as a reference the time in which the campaign has been launched.



To carry out these two tests we will have to manage both qualitative and quantitative parameters, because advertising effectiveness cannot only be measured in numbers, opinions also count and help us to build more effective messages in the future, or modify current messages.



These are some of the fundamental characteristics that advertising effectiveness measurement systems must have, a fundamental activity for the construction of functional advertising messages.