Here are some examples:
- Enhance the image
- Increase in sales
- Brand awareness
- Market share
- etc.
In the past companies could not measure the effectiveness of advertising, communication campaigns, PR and events. So they couldn't justify the cost of the marketing communication efforts. Today we have the possibility to use many statistical analyzes. With metrics, we can do operational metrics that would measure sales per region or cost per customer and help us see what the cost per customer is.
Dear Cristina,
Kindly find the attached file regarding one of my researches (The Effect of Advertising Awareness on Brand Equity in Social Media), it may help you,
Regards,
Dr. Alhaddad
Article The Effect of Advertising Awareness on Brand Equity in Social Media
Here are some references that might help:
Rucker, Derek D., Richard E. Petty, and Joseph E. Priester (2007), “Understanding Advertising Effectiveness from a Psychological Perspective: The Importance of Attitudes and Attitude Strength,” in The SAGE Handbook of Advertising, ed. Gerard J. Tellis and Tim Ambler, London: Sage, 73–88.
Loewenstein, Jeffrey, Rajagopal Raghunathan, and Chip Heath (2011), “The Repetition-Break Plot Structure Makes Effective Television Advertisement,” Journal of Marketing, 75 (5), 105-119.
Regards
Your recommendations are really important for my project.
Thank you all.
Kind regards,
Cristina
You can measure it in terms of increasing enquiry for products and services. Some online advertising have counter facility which will indicate how well the customer has received or shown interest for your products and services
Please also consider the following papers, which should be helpful to your topic:
- Cian, L. (2011) How to measure brand image: a reasoned review, The Marketing Review, 11, 2, pp. 165-187.
- Khana, I. and Rahman, Z. (2015) A review and future directions of brand experience research, International Strategic Management Review, 3, 1-2, pp. 1-14.
Maybe have a look in my Handbook of Management Scales or related scales handbooks: https://en.wikibooks.org/wiki/Handbook_of_Management_Scales There are several marketing-related scales handbooks.
Generally, there are two types of criteria, quantitative ans qualitative. Quantitative measures such as market share, sales figure, and number of inquiries. whereas qualitative criteria such as increasing awareness, improving image, preferences, and knowledge
I believe financially measuring of advertising effect is still a key challenge for many companies - I guess just Coca-Cola and KRAFT has a significant method for this. However, other marketing communication activities are easier to measure like sales promotion. You can have a look of John Philip's book about the impact of Ad and Nielsen's methods to measure it.
https://books.google.co.uk/books?id=p44pAQAAMAAJ&q=john+philip+jones+advertising+marketing&dq=john+philip+jones+advertising+marketing&hl=en&sa=X&ved=0ahUKEwiZo6PJxo3QAhWHWxQKHU5kDfAQ6AEIWDAH
However, as lab pre-testing is the most prices method to measure the effect of Ad on customer's mind - like what Disney Co does, the future of this area is expected to be within Neuro-Marketing.
An important part of the marketing audit is the gap analysis which compares what managers say is being done to what is actually being done. While the main purpose of evaluating marketing effectiveness is often to create database systems to arrive to quantitative measures of rate of returns and profitability of marketing investment, the marketing audit further helps to identify gaps and barriers in the marketing efforts.
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