Factors Affecting Advertising Effectiveness

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Whether an advertising campaign will be effective depends on a number of factors. Therefore, before launching it, it is necessary to consider many points. Let's list the main ones.

Internal factors are those that are formed within the company that plans to launch advertising or the agency that does it. As a rule, there are two main problems here. The first is related to assessing the effectiveness of all components of the advertising campaign separately. These include developing a strategy, creating advertising professors edu email addresses products, and placing them in media outlets. The second problem is determining the specific weight of each of the listed elements and calculating the effectiveness of the campaign as a whole.

Competitors' actions . It is especially important how direct competitors conduct their advertising campaigns, how active they are. It is logical that when several companies try to influence the opinion of the same target audience, this can lead to a decrease in the effectiveness of the actions of all parties or one of them (mainly the one that is less active).

The situation in the industry and the market as a whole . If demand exceeds supply, the advertising campaign will be very effective, and vice versa, but it is wrong to attribute the positive effect exclusively to advertising.

The residual effect of the actions of the company itself and its competitors . For example, it will be somewhat more difficult to introduce a new brand product to the market compared to promoting a product of a company that has long been known to consumers and has advertised itself many times. However, the effect of previous advertising campaigns is not always positive.

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In addition, there are so-called psychological and economic factors that influence the promotion of a product or brand. The analysis of the effectiveness of an advertising campaign should be carried out taking into account the characteristics of consumer psychology. The main task of advertising is to attract the buyer's attention (this can happen voluntarily and involuntarily), to encourage him to take the desired action by influencing his emotions or intellect.

The economic efficiency of advertising depends on how much money was invested in it and what goals were set before its launch.

Dependence of the analysis of the effectiveness of an advertising campaign on the presence of set goals
Any company wants to understand whether its investments in an advertising campaign will pay off. And it is necessary to invest a lot, and it is not only about money, but also about time and human resources. As a result of events to promote a particular product, there should be an understanding of whether it was possible to achieve the set goals, attract a certain audience, reach the planned sales level, etc.

When planning an advertising campaign, it is important to include in the work process the evaluation of its results. What is needed to analyze the effectiveness of advertising campaigns? It requires the preparation of the necessary tools, systems, methods of data evaluation, the necessary statistics and analytics. Of course, the analysis process will certainly be based on the goals that were initially included in the advertising campaign.

Dependence of the analysis of the effectiveness of an advertising campaign on the presence of set goals

Goals can be quantitative and qualitative. Qualitative goals are the results of an advertising campaign that should be obtained upon its completion. For example:

increase in turnover from 10 to 15%;

notification and preparation of customers for the opening of a new retail outlet;

reminding customers about the product.

Quantitative goals tell us how the company plans to achieve qualitative goals:

coverage of at least 40% of the target audience;

increasing the level of active awareness up to 25%;

Optimization of the advertising budget - reducing its size by 10% by redistributing sources of information delivery.

An advertising campaign cannot be launched without first setting very specific goals, which, as a rule, have a numerical expression. Their absence will not allow you to track the final results and understand how effective the event was. Accordingly, when preparing subsequent campaigns, you will not have the opportunity to adjust your actions, directing your efforts in the right direction.