You may also be interested in the feedback of those personnel who assumed responsibility for working on the advertisement. These individuals should have a good idea of the elements that proved effective and those that didn’t. They might be asked to give feedback during organised meetings. Alternatively, you might provide the option of giving feedback via suggestion boxes, forums, and surveys. You should recognise and seriously consider all of the feedback that is given. Suggestions on the improvement of advertising copy might include: ➢Adopting a positive tone ➢Changing visual elements to make the advertisement more appealing ➢Focussing on personal interests of prospective customers ➢Ensuring that the text is clear and easily understandable ➢Making the advertisement more engaging/exciting
P a g e | 45 Australian Health and Management Institute ➢Including important contact information. Using media performance information It will be important for you to select the best possible media approach for your campaign. You should be aware that there are benefits and drawbacks associated with each of the media options. It will be necessary to have a good understanding of the availability, associated costs, and the consumers who typically access the different media platforms. Tests should be conducted in order to establish the effectiveness of different advertisements and media. You should measure the results and maintain relevant records. Media rating measurements may include: ➢Reach ➢Unduplicated reach ➢Frequency ➢Effective frequency ➢Target audience coverage per media ➢Target audience rating points (TARPS) ➢Gross rating points (GRPs). The following media characteristics may be taken into consideration: ➢Level of audience involvement ➢Level of audience receptiveness ➢Motion effects ➢Proximity to purchase ➢Sound effects ➢Visual effects ➢Whether the target audience responds actively ➢Whether the target audience responds passively. Using differences between planned and actual accomplishments It should be possible to gather all of the information and ideas that have been obtained for use in the development and implementation of future campaigns. The perspectives of consumers, other staff, and stakeholders should be taken into account in the resolution of problems. You should learn from experience and apply lessons to future campaigns. Types of problems that may be addressed in the planning phase include: ➢Competitor activity
P a g e | 46 Australian Health and Management Institute ➢Establishing realistic objectives ➢Creating and maintaining quality content ➢Sourcing the necessary finance ➢Reaching diverse audiences ➢Determining the return on investment ➢Website management and maintenance.
P a g e | 47 Australian Health and Management Institute Activity 3C
P a g e | 48 Australian Health and Management Institute Summative Assessments At the end of your Learner Workbook, you will find the Summative Assessments.