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Advertisement is an age-old method to attract customers towards a brand, its products, and services. It evolved from newspaper and TV ads to more digital advertisements. An effective advertisement is the primary goal of every advertising professional. Their goal is to create an advertisement that gives the audience a sensory experience. The advertising department works to establish an emotional connection between the audience and the brand with their advertisement.
In order to understand how effective the advertisement has been the brand needs to measure the marketing efforts. Advertising Effectiveness is the process to learn if the ads by a brand are targeting the right audience and how successful the ads are. It helps understand if the ads have any impact on the audience.
With ad effectiveness, you can identify the strengths and weaknesses of the marketing campaigns. You can also learn the ROI you are gaining from the campaign. Market researchers need to develop a research plan to conduct an Ad Effectiveness Study. The first concern is to determine at which point of time you should conduct your study.
It is always better to coordinate with all the teams involved in a marketing campaign to determine when is the best time to conduct the study for your ads. The marketing Team and creative team have the knowledge of the development and campaign launching timeframe. There are ideally three time frames you can conduct an ad effectiveness study for your brand.
Testing before launching the campaign helps ensure that the best and most effective ad campaign will be launched.
The process of ad development varies depending on the type, TV ads take a month while online banners are generated in weeks. Make sure you conduct the pre-campaign testing weeks prior to the launch so you have time to analyze insight and act upon it.
Testing days or weeks into the campaign can help you understand the impact it has on the target audience. Insights from conducting tests during the running period of a campaign can help you decide-
This includes testing the impact the ad left on the audience after the campaign. It helps the company learn if the advertisement was successful in communicating the message and establishing an emotional connection with the audience.
Online surveys and interviews are the best way to figure out how successful the ad has been. You can ask your customers directly for their feedback on the relevance of the message and ad likability.
Asking your customers can give you detailed insight about how impactful the ad has been according to them. You receive the audience’s perspective about the effectiveness of the ad – if the ad managed to influence them or drove them away from your company. You have the opportunity to learn the reason behind their action and decision.
Ad views impression tells you the number of times the ad has been shown to your audience. Click-through rate refers to the number of times audiences click on your ad.
Conversion rate refers to the number of times your ad leads to a sale or subscription. Earned mention shows you the number of times your brand has been organically mentioned or linked to by other online sites.
A cookie is a code that has been used by companies to track and identify the user who visit the company website.
A 3rd party cookie is used for the purpose of Ad retargeting and Behavioral advertising. When an advertiser adds a tag to an ad page the brand can track the users who visit the page. The brand can also track the device they used, across all the websites they visit after the visit to the ad page.
For the Ad Effectiveness Study to be fruitful you need to analyze the data you have collected. There are four metrics you can track to measure Ad effectiveness.
You need to measure the impact your campaign has on your target customers. Ad recall is a metric that measures if the audiences can recall the ad in relation to the product category and the brand from their memory. A recall is a diagnostic measure, it helps identify what is working and not with a particular ad.
Measuring campaign impact is a way to ensure that the customers will recall your brand at the time of purchase. There are other metrics you can measure as well such as
These metrics are also called performance measures since these metrics inform you about the performance of campaigns in the market.
The purpose of an effective ad is to resonate with the audience it is targeted for. If an ad manages to establish a connection with the audience and invoke a response from them, it is considered successful.
To resonate with the target customers the Advertisement must be – clear, credible, and compelling. It should translate the message of the brand to the audience clearly. The ad must influence the audience to consider the brand at the time of purchase.
Your Ads must fit the image that your brand portrays. You cannot have your ads and brand have clashing images. The marketing campaigns should be consistent with the brand elements through and through. A coherent display of the same brand element in brand image and ad campaign helps in building a stable brand in the market.
You need to make sure that your ads pre-launch fit the brand properly. You cannot have an extremely serious ad campaign running for a brand selling baby apparel. That would confuse the audience and result in a low success rate.
Ads are meant to create appeal among the audience so that customers have the brand on top of their minds for the product category. An ad shapes the way customers perceive and think about a brand. So, it is important that the ads promoting products and services increase the favorability of the brand. It needs to shift the brand perception and let the customer see special attributes of the brand that sets them apart from the competition.
The ads must be designed so that it brings out the unique quality of the brand.
Advertising Effectiveness is the method to measure if the ads of a company are targeting the right audience. It measures if the ads have any successful influence on the target audience. Advertisers also learn if the ad campaigns are gaining any ROI.
Advertisement can be separated into four types