To understand the communication effectiveness of a campaign, it is necessary to use research methods that make it possible to assess the recognition and memorability of advertising, its persuasiveness and impact on consumer behavior. It is necessary to record important indicators on the eve of the launch of advertising and compare them with new ones obtained after the campaign.
Preliminary methods for studying advertising effectiveness include the following:
Direct Estimation Method
In this case, the audience's opinion italy email list is studied regarding the influence of various types of advertising on them. People report whether they liked it, whether they paid close attention to a certain type of advertising message, whether they understood the idea behind it, whether the advertising seemed interesting and attractive, whether it prompted them to buy, etc.
Portfolio tests
During the audience research, various advertising messages are shown without time limits. After that, respondents must tell what they remember from what they saw, including describing the content of the advertisement. Such tests reveal the level of its memorability, determine whether the advertisement is able to attract the audience's attention, stand out from other information.
Lab tests
Such tests make it possible to study a person's physiological reaction to an advertising message and understand how much it can attract the audience's attention. Of course, special equipment is required to conduct them.
The above methods can be used to estimate in advance how strong the impact of advertising on the consumer can be. After that, the most effective advertising messages are selected and the campaign is carried out.
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Based on its results, the overall communicative effect is assessed. For this, certain methods are used, which are divided into several categories:
memory tests - reveal the level of recognition of advertising messages;
persuasiveness tests - determine whether an advertising message influences the intention to buy a product;
direct response counting - refers to methods of economic efficiency, based on counting requests to the company for additional information and the number of purchases after viewing an advertisement;
communication tests - used to understand whether the audience has correctly perceived the advertising message, how consumers reacted to it (however, the results of such tests are not always unambiguous and require detailed analysis and decoding);
focus group - this method is used most often, it has a high degree of subjectivity in the assessment;
3 ways to analyze the communication effectiveness of an advertising campaign
physiological tests - allow us to determine the physiological changes that occur in the human body during the process of receiving advertising messages (increased heart rate, dilated pupils, various reactions);
frame-by-frame tests - identify the audience's reaction to specific fragments of advertising (such tests include REAS, during which viewers must press certain buttons on hand-held keyboards while watching an advertising clip, expressing their opinion regarding each part of the advertisement);
Intra-market tests help to evaluate the impact of advertising on sales volume, i.e. its economic efficiency.
Analysis of the effectiveness of an advertising campaign using the described methods will be useful only with a full assessment of its two components - communicative and economic. It should be said that the results of the analysis may be approximate, but they are also quite suitable for making a decision on the advisability of launching specific advertising messages.