Managing the Advertising Campaign

Evaluating Campaign Results

The final step in an advertising campaign is to measure the results of carrying out the campaign.  In most cases the results measured relate directly to the objectives the marketer is seeking to achieve with the campaign.  Consequently, whether a campaign is judged successful is not always tied to whether product sales have increased since the beginning of the campaign.  In some cases, such as when the objective is to build awareness, a successful campaign may be measured in terms of how many people are now aware of the product.

In order to evaluate an advertising campaign it is necessary for two measures to take place.  First, there must be a pre-campaign or pre-test measure that evaluates conditions prior to campaign implementation.  For instance, prior to an advertising campaign for Product X a random survey may be undertaken of customers within a target market to see what percentage are aware of Product X.  Once the campaign has run, a second, post-campaign or post-test measure is undertaken to see if there is an increase in awareness.  Such pre and post testing can be done no matter what the objective including measuring the campaign’s impact on total product sales.