Television advertisements can be quite expensive, and for this expense, many companies expect great return. The task of determining whether TV ads are effective in their marketing attempts is multifaceted and requires the exploration of an assortment of factors. If it's your job to determine whether your company's current television advertisement attempts are achieving the set goals, move through this measurement process carefully to ensure you receive a full picture.
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Complete a research test. Conduct this test during the development stage of the commercial process. Gather a group of individuals that represent your target audience and present them with the rough advertising footage.
Interview commercial viewers. Speak to each viewer from your control group individually to assess their thoughts about the product post-commercial.
Test audience recall. By testing recall you can see how well the commercial resonated with the audience and how well they retained the information it contained. Ask your viewers to recall facts given about the product, specifics of the product's appearance or information presented about product usage practices. This quiz can either be given orally, or in a written format.
Create and administer a brand favorability survey. Ask viewers to quantify their opinion of the brand post-viewing, assigning a numerical value to indicate how positively they view the brand as a result of the commercial.
Perform field testing. Play your commercial in a limited market; poll the viewers to see how the advertisement affected their opinion of the product and company. Find out how likely they are to buy the advertised product. This authentic form of testing is often the last step before releasing the commercial for a mass market.
Monitor sales numbers. Once the commercial begins airing, gather sales figures and use any increase as an indication that your commercial is effective in selling the advertised product. To increase the reliability of this testing method, avoid launching any other advertisement campaigns at the same time. If you begin two campaigns simultaneously, it will be impossible to determine which campaign lead to the increased sales numbers.
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