This article discusses the different methods that monitor the effectiveness of an advertising message with consequences for a company’s turnover. Is advertising useful? And to what extent?
Advertising use and sales increases
To check the effectiveness of advertising, the method of advertising use and sales increases is the easiest method. If we look at the companies to see what has been spent on advertising and compare this with the turnover, a lot of information can be gleaned from this. In short, if we notice a large increase in turnover with a large amount of advertising, then this advertising is effective. If turnover barely increases with increased advertising, we assume that advertising cannot bring in more money and customers. For example, a company can quickly notice whether or not their advertising efforts are causing increased sales. If this is not the case, the company will significantly reduce its advertising efforts.
Clutter-reels method
The clutter reels method is a method that determines how effective a certain advertising message is. Before the advertisement is sent out to the world, they look for a selective group of people.
These people are asked to watch or listen to the advertising message. This can be television advertising, radio advertising, posters. Because advertising costs a lot of money, this method is often used. It will give the producer of the advertisement a clear picture of how the advertisement is interpreted by people. After watching and/or listening to the advertisement, the test subjects will be asked open-ended questions. These questions are formulated in such a way that information can be obtained from the questions about the quality and effectiveness of the advertising. It is important that the question does not direct people. An example of a bad question would be: Don’t you agree that the message in this advertisement is very clear? A better question would be: What did you think about the chosen imagery in relation to the proposed product or service? The data obtained from the test subjects’ answers are collected and studied.
Attention will mainly be paid to two elements, attention and the message. By attention eight we mean What is it? This is mainly about the advertising itself. Does it appeal? Does it get stuck somewhere? Is it attractive? The better the advertisement scores in this category, the more attention will increase. The more attention increases, the better the advertising message will be remembered. With the message we do not want to know what the advertising itself is like, but how it comes across to the target group. With this factor we check whether the audience understands the message and can link it with the product or service. A yogurt commercial in which a racing car speeds along country roads with fast, loud background music will score poorly in this category. Of course, attention and message are related to each other. The more the public pays attention to the advertising, the more they will pay attention and the better the message will get through. An effective commercial is the result of this.
It is very important for the producer who will use the advertising to know that his money is being put to good use. Advertising is often written off as a money-consuming monster that yields little. But with an efficient and well-tested advertising message you can compensate for that loss of money with an increase in turnover.
‘Case-study’-methode
A second method to measure the effectiveness of advertising is the case study method. This method is a more advanced and time-consuming method, but better than its predecessor.
A case study in general is a study conducted on a group of people. This group is usually consulted by telephone. This also all happens very randomly. People are questioned
about product groups and brands for a certain period of time. Like most case studies, the advertising case study also looks at how the advertising works for viewers. In short, they want to investigate how effective the advertising is. During a certain period, people are questioned about certain product groups. For example, questions are asked whether people remember certain advertisements and how vividly they can still make that image. But the disadvantage of this method is that it takes a lot of time. It is also not very clear, because many people are interviewed and the data is kept, you quickly get pages of information.
This way we find out exactly how good the advertising was through the opinions of consumers. Most commercials are broadcast for three months and it will be during those periods that the research will take place. Through the questions that are asked, one finds out how effective the advertising itself was. Although you have to put this into perspective due to the small size of the respondents.