The most import part of advertising is the results right? Wrong. The most important part of advertising is broken down into three major questions. The answers to these questions will be the numbers that you will use to really show how effective your advertising campaigns are.
- “How many people saw the ad”?
- “How many people were interested in the ad but did not purchase”?
- “How many people purchased”?
There is also a fourth question. 4. “How do you maintain a relationship with those who were interested in your ad but did not purchase”? I will define this more clearly in another section. Right now I want to explain how to attain the information for the three major parts listed above.
How many people saw the ad? This question will always have an element of unknown. We have to trust the numbers that are provided to us by the media we choose to advertise. If you are putting 5000 inserts in newspapers or magazines the maximum number of people who might see your ad is 5000. We know that all 5000 inserts will not be seen. Any numbers used are guesswork at best. Traditional advertising strategies have two numbers for measurement for this campaign. The fact that there are 5000 inserts being circulated and the number of sales made as a result of the campaign.
How many people were interested in the ad but did not purchase? You are more than likely asking yourself how this is possible. In order to accomplish this there has to be a step in between the ad and the actual sale for the customer. This step is a call to action by the customer in order for them to get the savings that you are advertising. It is simple to create. To do this we will incorporate the web into a real world marketing campaign. Please click on “Campaign Example” in the menu and see how to specifically accomplish this.
