Today I dedicated to mostly figuring out things to actually measure to get a sense of ad effectiveness.
Now I am sure every company has it’s on measures, but I am curious what would work best for any situation. I know there is definitely not one universal one size fits all measure, and if you try and make it cookie cutter, or one size fits all, I think you have another thing coming. Here are the measures I came up with today, and some possible applications;
Attendance - An annual function measures attendance and reports a significant (i.e. noticeable) spike in their yearly attendance the year after the ad campaign is instated (or rather the year the ad campaign is targeted for).
Sales of Services - A service sales company sees a spike in the amount of sales they have of their services.
Sales of Goods - A goods company sees a spike in the amount of sales they have of their product
Revenue Increase (NET) - After the growth of sales, that growth is not only measured in quantity of the sales but in the economic quality and benefit for your client.
Public Opinion Polls - A positive increase (better than a previous poll which needs to be taken) in the overall emotional appeal/idea that someone gets in their head when they see or recognize your brand.
There are more to come, but It’s 11:37 pm, and it’s time for me to close up the books and get into the sack. Until the sun rises again… in 8 hours.
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