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Advertising

What Results Should I Expect?

Essentially, measuring results of your advertising means comparing the value of your sales with the cost of advertising. To do this, you need to start early in the process-before you even make up the advertisement. Ask yourself: "What do I want the advertising to do for my business?"

Immediate response advertising should cause the potential customer to buy a particular product from you within a short time (i.e. today, tomorrow, or next week). An example of an ad that triggers such a decision is one that promotes regular-priced items or services but which has immediate appeal. Other examples are ads with price appeal such as clearance sales, holiday sales, back to school sales.

Attitude advertising (or image-building advertising) should keep your business name and products known. With it, you remind people week after week of the products or services that you regularly offer or tell them about new or special services or policies. This kind of advertising should help you positively influence the attitude of the public toward your business and your products or services.

Attitude advertising is harder to measure than immediate-response advertising because you cannot always attribute a specific sale to it. Its sales are usually created long after the ad has appeared. However, you may notice that an ad or a series of ads that announce a particular brand start to pay off when you begin to get customers who want only that brand and ask no questions about competing brands. In short, the message lingers in the minds of those who have seen or heard the ad. Sooner or later, these people may act upon the message.

Because the effect of attitude advertising is spread out over an extended period of time, you can measure the results in a more leisurely fashion. Some attitude advertising, such as a series of ads about the brands that a store carries, can be measured one month after the ads appear, or at the end of a campaign.

Source: canadabusiness

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