Evaluating Advertising 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. Consequently, whether a campaign is judged as being successful is not always tied to an increase in product sales. Rather, campaign effectiveness may be evaluated on other measures. For example, when the advertising objective is to build product awareness, a key measurement of a successful campaign may be reflected in how many more 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 (e.g., another survey) is undertaken to see if there is an increase in awareness.

The time between the pre-test measure and the post-test measure is determined by the marketer and also by the type of campaign being run. For television advertising campaigns, the time frame between measures may be several weeks or months. However, the post-test measure for digital advertising campaigns may occur just a few days after the pre-test measure due to the rapid availability of customer tracking data.

Of course, not all marketers have the resources to carry out in-depth campaign analysis. This is especially the case when the measures require personal contact (e.g., interviewing members of the target market). However, for online marketers there exists a number of relatively inexpensive campaign testing tools offered by online advertising services, such as Google AdWords.