Assess The Efficiency Of Internet Advertising
The advertisement is an important and effective way to promote the goods/services of the company. Although this instrument is not always the main instrument, it is often the most costly part of the marketing budget. That is why the question of how many enterprise managers and markers are concerned about the effectiveness of advertising. If you don't think about it, the result could be a waste of advertising money. What if the ad doesn't work? How to improve the economic impact? The solution may be to carefully prepare and plan an advertising campaign before it starts and monitors the process, rather than simply attempting to evaluate the results after implementation.
Why effectiveness should be assessed
The ad is also a product, and the size of the market is very large. As a result of the expert assessment of the Association of Russian Communications Agencies (ACAR), the market value of advertising in Russia (excluding VAT) is estimated at 300 billion roubles in 2012. The main requirement for advertising is efficiency. That is understandable, as the result of the investment of hundreds of billions of roubles cannot but be of concern to businesses and firms that are customers and buyers of advertising companies.
There is no single (applicable in all situations) model of advertising exposure. More than 50 consumer perception models and more than 10 methods of evaluating their performance are counted♪ But the number of theories continues to grow, as there is no consensus on this issue.
This demonstrates the complexity, ambiguity and importance of the task of assessing the effectiveness of advertising.
If it's so important to evaluate the advertising, why not all companies do it, and what does that mean to the business? First, it must be understood that an integrated assessment of the effectiveness of the advertising campaign requires considerable financial costs. Ideally, the campaign or event should have a well-planned structure and, at each stage, marketing studies and results that show the market before the company starts, in the process and at the end:
- The design and definition of the objectives of the promotional strategy - the exploration study, the outcome of which is based and further research is compared with it (the volume of sales, the number of buyers, the knowledge and knowledge of the goods/company) and the quality of the promotional materials created;
- The campaign is one or two intermediate studies;
- The results of the campaign are an assessment of the effectiveness of advertising.
