Effectiveness of the message and the advertizing communication
- Assessment of results
- Evaluation of profitability
- The current mission
- The objectives and policies of the company
- Evaluation of leadership and governance system
- Detailed analysis of competition
- Internal environmental audit and analysis of strategic factors
- SWOT Analysis
- BCG1 Matrix
- Doo Little Arthur matrix
- McKinsey Matrix
- Evaluation of Business Strategy
- Diversification policy
- Orientation toward service activities
- Autostrade, Autogrill and Stazioni Grandi, three dominant groups
- Telecommunications sector
- The holding company
The considerable amount of money invested in advertising(sometimes over 15% of revenues) requires from the company that incurs them, and the agency that directs them to a particular job, insurance encrypted accurate and verifiable. The advertising business can not do without instruments to test, verify, and to know the concrete messages it conveys.
However, control of advertising effectiveness is one of the most difficult, first because the objectives of advertising are poorly defined and the necessary information is readily available, and secondly because the advertising is one of the variables of the marketing mix, it is complex to isolate its real effect. Finally, the short-term interests of stakeholders in the advertising market (advertisers, agencies and media) are so different that they rarely agree on a clear goal and therefore are not controllable.
The advertisement is primarily due to sales, the agency, to the quality of the creation and support of good exposure.The situation has changed thanks to advances in techniques in the exposure of consumers and the collection of information, but still a blur around the problem of measuring advertising effectiveness, which arranges the different market players.
The primary concern of advertisers is whether the campaign is really going to sell and in what proportion. One can therefore use an additional method for evaluating the effectiveness of advertising. It is interested in the direct link between advertising and market response (sales).
These two methods will be developed together throughout this presentation. Far from being irreconcilable, they complement each other very often: one can use one or the other, see the two approaches, depending on what is being evaluated.
This report is particularly interested in the control of advertising in the five media (print, television, billboards, radio, cinema). The non-media(sponsoring, mailing, sending coupons ) and does not escape the question of its effectiveness, but it is more easily quantifiable and measurable media.
Pre-testing is the set of procedures that are offered before the effective dissemination of advertisements, to test and evaluate, from the consumers, the relevance of advertising materials that may constitute elements of the proposed campaign. In other words, pre-test involves exposing a sample of individual representatives of the target envisaged in the communication, under conditions as close as possible to normal conditions of exposure to advertising (which are difficult to recreate) and then measure their reactions.
Today, 800 to 1000 pre-post tests are performed in France each year, a score that is easily compared to international advertisers. Indeed, only major advertisers routinely pre-test their messages. Most campaigns are not pre-tested, either by lack of time or budget or because the advertiser has no particular concern. Some use it only in case of disagreement between the advertiser and the agency.
The methods of pre-tests are many and varied. They can be qualitative ("focus groups" or in-depth interviews) or quantitative, on a sample of the target. Qualitative methods are light but of limited value. They are mainly used to remove very small projects and enhance creativity.Quantitative methods are more rigorous as it proceeds through structured interviews on much larger samples (100 to 150).
Tags: Advertising, medium of communication, effectiveness of the message