Advertising effectiveness

The effectiveness of an advertisement can be measured across several vectors, using a range of research techniques. These need to be clearly stated as the target at the start of the measurement tool at the campaign, Blythe (1998) defines these as:

1. Awareness. There is a high correlation between brand loyalty and brand awareness.
2. Linking. Likeability appears to the single best predictor of sales effectiveness, since likeability scales predict 97% of sales successes.
3. Interest. This clearly relates to likeability.
4. Enjoyment. This appears to be a good indicator in advertising pretests.

The attribute of awareness is essential if customers are to learn about the brand. The likeability, interest and enjoyment attributes all relate to how the brand personality fits with the expectations of the customer. This is the role of ideas and meaning in communication.

The following sections look at how the choice of media types can help that process of communication.

To derive the maximum benefit from an advertisement, corporate identity or packaging brief, the core needs should be formulated in a SMART way:

• Specific
• Measurable
• Achievable
• Realistic
• Time-based

Briefings based on these criteria should create results that live up to expectations and reduce uncertainty. They make explicit the added value that the project requires and when the result will be judged to match those needs.