This preview shows page 1. Sign up to view the full content.
Unformatted text preview: ess or telephone number to enable the target audience to answer different calls
to action. F or the Buenos Aires Zoo, though, this ad delivers all the necessary elements: a
compelling visual, a call to action, and the advertiser's identification.
33. ht t p: / / ads oft heworld. c om/ media/ print / buenos _aires _z oo_ape, ac c es s ed Augus t 23, 2010. 2011 McGraw-Hill Higher Education
Any us e is s ubject to the Term s of Us e and Privacy Notice.
McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/3 9/15/13 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs M cGr aw- Hill Connect - Ebook 3/3 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook
Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Step 7. Assess Im pact Using Marketing Metrics
T he effectiveness of an advertising campaign must be assessed before, during, and after the
campaign has run. Pr e te stin g refers to assessments performed before an ad campaign is
implemented to ensure that the various elements are working in an integrated fashion and doing what
they are intended to do.34 Tr ackin g includes monitoring key indicators, such as daily or weekly sales
volume, while the advertisement is running to shed light on any problems with the message or the
medium. Po stte stin g is the evaluation of the campaign's impact after it has been implemented. At
this last stage, advertisers assess the sales and/or communication impact of the advertisement or
campaign. Sales volume is a good indic ator of advertis ing effec tivenes s for frequently purc has ed c ons umer goods in the
maturity s tage of the produc t life c yc le, s uc h as Red Bull energy drink . Measuring sales impact can be especially challenging because of the many influences other than
advertising on consumers' choices, purchase behavior, and attitudes. T hese influences include the
level of competitors' advertising, economic conditions...
View Full Document
This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08