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Advertising Agency

Evaluating Advertising Effectiveness refers to determining how well an ad is performing in the market and assessing the real value of the advertising performance.

Evaluating Advertising Effectiveness helps to identify whether the advertisement has reached its target base successfully

Evaluating Advertising Effectiveness: Method

Communication Effect Research

Communication Effect Research, also known as Copy Testing Method, is performed by the marketers before and after the ad is broadcasted or printed to know whether it has been successfully communicating with the target audience

Copy Testing Method: Questionnaire Answer

A questionnaire Answer refers to a draft of an advertisement that has relevant questions. It is sent to target consumers and the reply is later analyzed to understand whether the proposed ad is adequate or not

Recall and Recognition Test

In Recall Method regular users are asked whether they can recall specifics about an advertisement like the name of the product and brand and its lyrics or words.

In Recognition Method the customers are asked to point out the advertisements they recognize and on this basis, advertising effectiveness is evaluated.

Direct Rating Method

In the Direct Rating Method, the customers are asked to rate the advertisements

Theatre test

In the Theatre test, random customers are asked to watch a new show along with some advertisements in the theatre. Customers mention their preference at the onset and again later after viewing the show. This method is used to influence customers

On-air test

In the On-Air test, respondents watch a show on their television and are asked to answer questions regarding a commercial

Laboratory Test

In Laboratory Tests, an apparatus is used to measure the physiological reactions of a body like perspiration, pressure, and heart rate of a customer after he watches a specific ad.

Neuro-marketing

Neuro-marketing is a process to analyze how a consumer’s brain responds to a specific ad

Example – PepsiCo, Cheetos

Sales Effect Research

Sales Effect Research helps to assess the impact of promotional activity on the sale of the product that is being advertised

Experimental Research

Experimental Research measures the impact of the ad on the sales

Example –

1. Nike Just Do It
2. Apple – Get a Mac campaign

Importance of Evaluation

Avoid waste of money
Find the impact of advertising on potential customers
Identify the strong and weak points of the ad
Identify the sources of higher effectiveness

This video is on Advertising Agency and it has the following sub-topics.

Time Stamps

0:25 - Evaluating Advertising Effectiveness
8:25 - Advertising Agency
21:38 - Agency Compensation
25:43 - Advertising Budget
31:22 - Methods of Preparing an Advertising Budget
36:04 - Copywriting- Introduction
41:48 - Concept Testing vs. Copy Testing
46:46 - Elements of TV commercial
52:20 - Advertising Testing
57:48 - Media relations
1:03:57 - Trends in Advertising