How Do I Measure The Effectiveness of a Television Ad?
Posted on | August 7, 2009 | No Comments
A question that needs an answer, especially for companies that will or are presenting advertisements on television. Why? Because of television advertising is very expensive so the benefits to advertisers would be measured.
Measuring the effectiveness of advertising should be returned back to what made the original purpose of these ads. There are stages Attention, Interest, Desire and Action as a hierarchy of communication effects, as well as TV ads.
Until now, it’s a lot that measures ad effectiveness of the advertised product sales alone. It is true that a long-term goal should be increased ad sales, but it does not mean that in the short term, direct communication will boost sales figures. Sometimes an advertising communication is made to extend or improve Attention awareness of the product. Alternatively, in another ad, the ad was made to increase the Interest and Desire. Besides, there are special ads created to promote action, well this one can directly measure the effectiveness of sales or sales of short-term products.
Before the ad aired should have known the performance of a brand (through research) – What percentage of brand awareness? Are consumers already understand the attributes you want displayed and how much a consumer preference toward the brand compared to competitors, and so on. With this record of performance brand, a brand manager can easily measure the success of advertising or communications products. In general, the performance brand research will be repeated after 3 – 6 months commercials, because the effects of communication take time. Checking the benchmarks will be performed, specifically, what has generated this communication? Is it consistent with the objectives previously set?
For the percentage increase in performance varies widely, depending on the purpose of communication and the situation being faced by the product. For example for the product of an entirely new, increased awareness by 25% alone is an achievement. For established products and is known by many people, probably have more communication goals towards increasing preference than the competition, and this is a heavier duty, because it is generally a percentage of the increase is not too ambitious.
The percentage can also be measured by the achievement of ‘Reach’ or audience reach, but once again the success or failure also depends on advertising goals. For example, in the early campaign, set to reach 60% of the target audience, then after the campaign finished, feedback from the research illustrates that the ad was watched by more or equal to 60% of the target audience, means the goal has been reached.
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