Ankit kumar Agarwal(Imba/25030/12)
•It is an attempt to measure whether the time, talents, and the treasure invested in the creative activity has resulted in attaining the goals of profit maximization to the advertiser and the maximization of satisfaction to the consumers.
Why to test the Ad Effectiveness
•To make sound future decisions.
•To impress upon the top management
•To have a clear break- up picture.
•To know the point of saturation
•To keep in touch with the new trends
Can we measure the Ad Effectiveness?
•It is difficult to measure the ad effectiveness in mathematical or empirical terms or standards.
•Advertising is not sell the products and services of the business house.
•Other factors which play important role in advertising such as
– price, quality, packaging, product features , availability and the link that contribute to increase the sales.
•So the there is a link between the advertisement and the effects of it on sales and profits.
•Huge sums of money is invested on advertising due to which reason it has emerged a strong tool for increasing the sales.
What is to be tested?
•In case of markets– identify the market targets at which the advertising is aimed, and measure the extent to which the advertising succeeds in reaching its target markets
•In case of motives--- determine what causes people to buy and measure the motivating factors after the action of the buyers
•In case of messages– determine the best ways to construct and communicate the messages and measure the extent of message registered •In case of media– determine the best combination of media vehicles succeeded in reaching the audience.
•After analyzing the overall results identify the advertising is qualified to perform and measure the extent to which advertising has accomplished