Use Cases

How to Track Advertising Effectiveness

September 7, 2021

How to track advertising effectiveness

How to use market research to measure the advertising impact of the campaign?

Purpose

Brand communication, which also includes advertising, serves several purposes. The main objective of advertising is to make the brand or product more visible and create a positive image of a brand in consumers' minds, increasing their likelihood of making purchases, utilizing a brand, and identifying themselves with it in the future.

A regular brand tracking strategy is essential to ensure advertising campaigns are as effective and efficient as possible. To track the immediate advertising effectiveness of campaigns, the general brand tracking can be separated from the campaign tracking directly before and after the campaign.

How a campaign's advertising effectiveness can be measured 

The questionnaire is a campaign tracking study utilizing quantitative market research that must precisely pass the campaign objectives. The campaign performance is then evaluated in conjunction with the previously defined KPIs. Furthermore, the impact of the advertising media used is checked to conclude whether the advertising budget was effectively spent. It is possible to measure the effectiveness of all advertising channels, regardless of whether they are on TV, in print, on radio, online, or in the form of (digital) out-of-home ads. 

The message or design of any advertisement material should be tested first to determine whether it is more appealing to the target group. This can be done using a targeted boomerang. A targeted survey allows you to survey a specific group to give you the most accurate results and help you determine what advertising material is right for your campaign. Whether it is for Instagram, TV or posters? It is crucial to prevent advertising budgets from being wasted on campaigns that are not meaningful or attention-grabbing enough or, in the worst case, are not understood. By conducting monthly surveys, your company can determine which design has the most favorable impact on brand awareness, brand image, brand associations, or willingness to buy. Campaign planning and optimization cannot be completed without testing advertising media.

There are different methods for measurement during a campaign: before the campaign (zero-point measurements, also called pre-testing) at the beginning of the campaign (for example, after the first TV broadcast), at regular intervals during the campaign, and after the campaign (post-measurement).

When brand tracking and advertising campaign tracking are more closely linked, more conclusions can be drawn about how the advertising campaign affected brand perceptions. For image campaigns, this is especially important.

The purpose of campaign tracking is therefore not solely to assess the impact of advertising nor its effectiveness. It also discusses the overall influence of a campaign on the brand.

Bear in mind, when creating a new campaign, it is best to gather new data to avoid any inaccuracies. As a best practice, creating a new targeted survey using the previously defined target group can reduce the bias and give you the best results.

Questionnaires to Measure Advertising Effectiveness

●      Did the target group hear of the brand, product, or service (the subject of the survey)?

●      What communication or advertising channels have the target group used to learn about the product?

●      Has the advertisement's message been understood?

●      Did the advertising animate the target group to perform the desired action?

●      Are there any effects of the campaign on brand perception, and if so, are they consistent with the intended goal?

●      In your opinion, which advertising channel has produced the best advertising effects?

●      Are there significant differences in advertising effects depending on the sample segment (for example, brand fans versus occasional buyers or potential new customers)?

A questionnaire's structure can change depending on the predetermined objectives. A survey can ask the survey participants general questions about the advertising campaign, show them the campaign motives, and finally ask them about perception or sympathy (supported campaign recall). The key is to keep it simple and short. Results tend to be more truthful when the participant is asked one to two questions, after three the answers are less accurate.

A completed boomerang survey takes as little as 5 days. Once the survey is finished, you’ll receive a detailed report about your question from the people you wanted to get feedback from. Finding answers to these crucial questions, you will understand what you need to change in your advertising to make your campaign a success. This also very beneficial in regard to measuring the effectiveness of the advertising campaign and can help your business succeed.

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