What is the effectiveness of advertising?

The effectiveness of advertising communication fundamentally concerns the ability to achieve the objectives set by an advertising campaign.

An advertising campaign is implemented to exert an influence on the behavior of the target audience, also known as target, and to evaluate its effectiveness.

Therefore, it is important to assess whether the advertising message has managed to reach its intended audience and, above all, the objectives established.

How to measure the effectiveness of advertising

To measure the effectiveness of advertising, different evaluation criteria are relied upon, namely:

• Evaluation of the campaign at the level of overall market response from the target audience;
• Evaluation of the campaign at the level of response using sales-related indicators;
• Evaluation of the campaign at the individual response level of each person.

These types of evaluations are carried out through measuring changes in purchasing behavior of potential customers and recall tests, recognition, persuasion and popularity of the brand and product, by assessing how well consumers can remember the advertisements.

There is no specific method for measuring the effectiveness of an advertising campaign but criteria have been established that can give a sense or not whether the desired result has been achieved.

Advertising Effectiveness Measurement: Purchase Behavior

The criterion on the purchase behavior of customers involves the implementation of standardized sales tracking systems. Such data allows for the analysis of the effect of advertising campaigns on consumers by enabling the verification of sales variations from the beginning to the end of the campaign.

The effectiveness of the campaign and sales depends on several factors:

• Product changes;
• Price changes;
• Service changes;
• Seller behavior;
• Distribution channel behavior;
• Competitor actions;
• Environmental factors.

These factors affect accuracy when measuring the impact of an advertising campaign on consumers and, above all, its effectiveness.

Advertising Effectiveness Measurement: Recognition, Recall, and Persuasion Tests

To measure the effectiveness of an advertising campaign, message recognition tests are carried out by the target audience.

This is done through interviews, asking whether they have noticed the ad and were able to associate it with the brand.

As for the ad recall test, it is conducted via a phone call to about 150-300 people, the day after the airing of a program, to check if they remember a certain commercial or product.

The best criterion for measuring the effectiveness of an advertising campaign, ultimately, is the persuasion test.

This is implemented through the ability to persuade customers to make a purchase.

Such test is carried out by recording the change in preferences of a sample of consumers after having been exposed to an advertising message.

The tests carried out on consumers depend on the aspects that are intended to be evaluated.

Conducting tests on the effectiveness of advertising is essential for the company to understand how much the customer is attracted or not by the advertising message and how effective the advertising campaign is, in order to increase sales and conversions.