Whether you are
trying to measure immediate response or attitude advertising, your success will
depend on how well the ads have been planned. The trick is to work out points
against which you can check after customers have seen or heard the
advertisement.
Certain things
are basic to planning advertisements whose results can be measured. First of
all, advertise products or services that have merit in themselves.
Unless a product
or service is good, few customers will make repeat purchases no matter how much
advertising you do.
Many people will
not make an initial purchase of a shoddy item because of doubt or unfavorable
word-of-mouth publicity. The ad that successfully sells inferior merchandise
usually loses customers in the long run.
Marketers, as a
rule, should treat their messages seriously. Humor is risky as well as
difficult to write. Be on the safe side and tell people the facts about your
merchandise and services.
Another basic
element in planning advertisements is to know exactly what you wish a
particular ad to accomplish. In an immediate response ad, you want customers to
come in and buy a certain item, or items in the next several days. In attitude
advertising, you decide what attitude you are trying to create and plan each
individual ad to that end.
Evaluating
Advertising Results
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