Posted by Bob O. on August 04, 2001 at 15:39:43:
In Reply to: radio advertising effectiveness posted by Shirley on August 03, 2001 at 11:20:48:
Shirley,
You have to start by defining "effectiveness." This is a function of how well you reach your advertising objective, so you also must define what is the objective of your advertising. Possible objectives could be to immediately increase store traffic or could me merely to increase a brand's image in peoples' minds.
If a local used car lot is advertising a "buy one get one free" inventory reduction sale for Thursday and Friday only, I might make an immediate trip with a friend to do some bargain hunting before all the good cars are gone. If Ford runs an ad on national radio (could be something so simple as, "the news today is sponsored by Ford, where quality is job one"), the ad will not motivate me to rush out to buy a new car to day, but it will serve an important function of maintaining that brand at top of mind awareness, helping to ensure that it is at the top of my consideration set whenever it is that I do consider purchasing a new car, and helping to ensure that I associate the words "ford" and "quality."
Advertising effectiveness is measured by immediate changes in store traffic in first situation, and by day-after recall or changes in brand attitudes in the second situation.
These examples might be totally irrelevant to your situation, but perhaps they make the point that you have to be able generate a few definitions before you can design a method.