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Principles of Marketing - Philip Kotler

Evaluation of advertising program

It is necessary to make ongoing evaluation conducted by advertising. To measure its communication and trade effektivnostiissledovateli use several different methods.

MEASUREMENTS communicative efficiency. Measurements of communicative efficiency indicate how effective communication provides ad. This method, called the text testing, can be used to ad placement, and after its publication or broadcast.

Prior to placing the ad the advertiser can spend consumer survey on the topic, whether they like their estimated ad and whether the treatment of a number of other stands. After placing ads advertiser can conduct measurements pripominaemosti advertising customers or its recognition as a vision before.

MEASUREMENTS OF EFFICIENCY OF TRADE. What is the volume of sales generated by the announcement to raise the level of awareness on this product by 20%, and a preference for the brand - 10%? The answer to this question can give a measurement of the efficiency of the trade. The point is not easy, because the sale is influenced by other factors, such as the properties of the product itself.

One way of measuring the effectiveness of advertising trade is to compare sales with the cost of advertising in the intervening period. D. Montgomery and E. Silk spent three exposure metering means to promote - "direct mail", distribution of goods samples and product literature, as well as advertising in specialized magazines - on firmy11 pharmaceutical sales. Obtained their statistics have shown that the firm too carried away "direct mail" and allocated too little money on advertising in specialized magazines.

Another way to measure is to develop a pilot advertising program. Department of colors corporation "Dupont" Section 56 sales territories into three groups: high, medium and low stakes rynka12. The first group left on advertising spending on the usual level in the other - have increased by 2.5 times, and the third - increased by 4 times. At the end of the corporation calculated experiment, the volume of additional sales was achieved due to the increased levels of advertising costs. It has been found that increased levels of advertising spending slowed down the pace of sales growth and that in the group of areas with a high market share of sales grew weaker.

Advertising requires a lot of money that can be easily squandered if the firm fails to accurately formulate the problem, not enough to take informed decisions regarding the advertising budget, handling and selection of advertising media is not able to assess the results of promotional activities. Due to its ability to influence the lifestyle advertising and attracts public attention. Constantly increasing regulation is intended to ensure a responsible approach to the implementation of promotional activities (see. Box 36).

Box 36. Advertising and public and government policy

The company should avoid deception in his advertising and discrimination. Here are the main contentious issues:

False advertising. Advertisers should not use false claims, such as stating that the product cures anything, when in reality he does not. Advertisers must avoid fraudulent demonstrations, such as in a commercial, showing that a razor blade in a position to "shave" sandpaper when instead of skins shave plexiglass.

Advertising Misleading. Advertiser shall not create ads that could potentially be misleading, even if in reality no one, perhaps, will not be misled. Nail the floor can not be advertised as a means to achieve a 6-month protection if in normal conditions it does not. Dietary bread can not be advertised, claiming that it has less calories, if the only reason for this - thin sliced. The problem is how to draw the line between misleading and hymns addressed to the commodity, which is considered acceptable.

Advertise with vanishing bait. Do not lure customers with false promises. For example, the seller advertises a sewing machine for $ 79., And then refuse to sell it at that price, it detracts from the dignity, demonstrating a defective product or impose excessively long delivery time.

Discounts for carrying out incentive measures and services. The company must provide a discount on the implementation of measures to promote and services to all customers on proportionally equal terms.