134 EVALUATION OF PROMOTIONAL SPENDS This model is depicted as a journey of the

134 evaluation of promotional spends this model is

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EVALUATION OF PROMOTIONAL SPENDS This model is depicted as a journey of the audience from a stage of unawareness to awareness, to comprehension to conviction, to desire to action. In this task advertising has to be selective about the medium being used. On the one end can be broadcasting medium such as Radio, TV, and Cinema, whereas at the other end can be stationary outdoor media such as hoardings, bill boards, wall paintings and other numerous adaptations like bus shelter, shop signages, dealer boards, kiosks etc. There can be mobile adaptation of this such as bus bodies, taxi sides, mobile hoardings. The other major media is print – extending from lay press to magazines to hand-bills to mailers. Today electronic based medium are also becoming very popular. Each of these mediums has characteristics that have compatibility values for the objective of advertising. For instance if the objectives is to create quick awareness, which is more at the cognitive stage, then broad cast medium will be more effective, because any advertisement spot on a broadcast medium, will be seen and heard by numerous people if they are caught seeing or listening to the channel. The message just comes to them and they are subjected to the message without any effort on their part. But because of the medium being spontaneous, in as much as, the message being there one instance and disappearing the next, the medium is not good for making the target audience understand intricate features of the offering, if they are complex. For instance while a broadcast medium may do well to advertise a snack food item, it may not be effective to advertise a complex feature of a computer. For the latter, print medium may be more suitable because the features can be better explained. However at times a simple level of comprehension can be advertised through TV medium also – like explaining a sample visual evidence of a particular cleaning liquid’s efficacy, or a shampoo giving a headful of shining and glossy hair, or some holiday seekers enjoying a particular stay in a holiday resort. From all the above you would observe that advertising performs several tasks that may ultimately lead to sales. 135
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EVALUATION OF PROMOTIONAL SPENDS But how do we measure the influence of advertising in generating sales. The difficulty also arises from the fact that we often do not know whether the advertisement has at all been seen or heard by the actual customer. A financial model that is used to evaluate the effectiveness of advertising, called a return on promotional investment (ROPI), however has a big limitation in as much as it does not really show how much sales the advertisement is generating, but it becomes an indicative model to find out amongst a portfolio of products, which product is responding well to advertising.
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