Selective Demand Advertising
Advertising includes communicating with people regarding a product or any service or an idea to sell or promote them. Advertising attracts the consumer towards a specific brand or to a product of a brand which enables them to buy products from that company and hence the company can prosper. Advertising is important both for the company which is in the industry for a longer period of time and even for those who are just starting up with their business. These days it is found that not only the transmission of the messages of a particular brand is done through television or radio but also it is done on the social media platform. Particularly for homegrown brands, social media has become one of the most important platforms which promote the advertising of their products and attract consumer to demand the same. The strategy to have a good advertising background is important for marketing a particular company or a brand.
Primary Demand Advertising
This topic is significant in the professional exams for both undergraduate and graduate courses, especially for
How do marketers measure the effectiveness of advertising?
In a highly competitive world, getting an attractive and professional ad alone is not enough to reach the market and reach the right target audience. Most of the advertising budget is spent on pre-testing the ads, and their effectiveness is very small to measure.
Marketers measure the effectiveness of advertising by the following techniques:
- Pre-test and Post Test: Pre-test refers to testing an ad message before sending it to specific media. Post-test indicates the verifiable effect of the ad message after it is published in any media.
- Communication and Sales Effect Test: Communication testing estimates the communication efficiency of a message. The sales-effect test measures the impact of advertising on sales volume.
- Laboratory and Field Test: It is clear that a limited number of laboratory tests are performed in a controlled environment. Respondents are invited to their laboratory. In stark contrast, a field test is performed in the original setting and no artificial weather is created. This is similar to conducting a survey to measure what users think of a company's ads
- Message and Media Effect Testing: When a message test measures the purity, content, reliability, and functionality of a message, a media test measures the effectiveness or compatibility of one or more media. Importantly, a company wants to estimate the advertising outcome and sales outcome. Therefore, it is related to discussing communication and sales outcome from testing.
Step by step
Solved in 3 steps
