Advertising Campaign Monitoring & Evaluation
Advertising is a big investment. So, you need to be able to assess the return you get – your ROI. What are the outcomes? That’s the question we seek to answer with campaign monitoring and evaluation.
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Marketing for Managers
This video is part of course module number 8.3.5
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 5: Advertising
Other videos in this section include:
🎬 What is Advertising? And What are its Benefits? https://youtu.be/ksnD_EAeBqI
🎬 Planning an Advertising Campaign: Campaign Objective and Budget https://youtu.be/cVk1N0CedK0
🎬 Advertising Agencies: What They Offer and How to Select and Brief Them https://youtu.be/5l1Z8EUf8l8
🎬 The Creative Process: Developing, Writing, and Producing an Advert https://youtu.be/9-Fn_7-hg2M
🎬 Top 20 Strategies for Persuasive Ad Copy https://youtu.be/P3JWveZwso4
🎬 All of the Advertising Media I Can Think of https://youtu.be/Eixco65Q3rQ
🎬 Media Buying: The Three Stages https://youtu.be/1-XHc2N-xvw
LESSON NOTES
The most important thing is to define the right measures:
• Measures you can relate to your objectives, and
• Measures you can access and assess
Step 1: Objectives
Set up your monitoring and evaluation process by establishing measurable objectives for the campaign.
Step 2: Research Data
Assess whether potential customers have got the message you intended to convey. The gold standard is behavior. Have people done what you hoped they would do?
There are two reasons why this may not be practical:
1. They haven’t done it yet
2. Your objective was not action
You also need to evaluate how well your message got through. There are two standards here:
1. Recall
2. Recognition
You may also be interested in attitudes, for example:
• Antipathy
• Neutral
• Sympathy
• Preference
• Intention
• Advocacy
The most important measures are outcome measures like:
• Sales growth, market growth
• Brand recognition and Brand perception – even brand switching (customers switch allegiance from a competitor’s brand to yours)
Examples of input measures:
• Viewership for TV adverts
• Click through rates (CTRs) for web adverts
DOWNLOADS
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RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)
MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
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00:00 – We need to assess campaign ROI – Return on Investment
00:25 – Campaign objectives
00:54 – Proxy indicators for advertising campaign performance
01:38 – Two steps
01:49 – Step 1: Set Measurable Objectives
03:03 – Advantage of internet-based advertising
04:03 – Step 2: Gather research data
04:37 – Why behavioral measures may be impractical
05:00 – Assessing intent
05:15 – Two key concepts…
05:35 – Recall
05:58 – Recognition
06:32 – Audience attitudes
07:09 – Ideal campaign performance measures
07:27 – Input measures of campaign performance
07:55 – Conclusion and Summary
#CampaignMonitoring #ManagementCourses #Advertising
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