COURSE OVERVIEW:

Advertising may be extensive but ineffective in its approach. An unnecessarily large amount is sometimes spent without any reward. An improper display may tarnish the image of the product.

An advertising measurement is adopted both before and after an advertising campaign is launched. After a campaign has been launched, it is essential to know how far the advertising plans, strategies and programs are successful in achieving the objectives so that they may be modified and redesigned for better performance if needed. This process is known as measuring the advertising effectiveness.

There are several questions which are to be answered by advertising measurements. For example, How far was the campaign successful? Why was it not successful? What were the reasons for not attaining the objectives?

Some advertisers do not bother to measure advertising effectiveness. They expect that the sales will ultimately increase by reason of advertising. But, problems and difficulties have compelled them to measure advertising effectiveness.

The producers also adopt a measuring device because they incur a sizeable amount of expenditure on advertising. The effectiveness of media and message are also assessed for their use in future.

The results of same amount of advertising budget vary for several reasons. Only through the measuring of advertising effectiveness the success of a particular campaign can be known. Various measuring techniques have been developed to measure effectiveness at every stage to isolate the effects of advertising from those of other promotional and marketing activities.

The best highly rated advertisements are determined by consumers under an advertising research program. There are different methods of measuring audience response.

The first part of this course explains what is advertising effectiveness is. Then explains the objectives of measuring advertising effectiveness and the process of measuring advertising effectiveness. Then explores global brands. Then discusses the market analysis model for international advertising.

The second part examines various approaches to the international advertising campaign. Then discusses the Integrated Marketing Communication campaign. Then explains the tools of IMC. Also, explores the structure of a campaign plan. Finally, defines the global creative effect.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

·       The importance of measuring advertising effectiveness

·       The objectives of measuring advertising effectiveness

·       How to measure sales performance?

·       How to measure communication effects?

·       When to measure advertising effectiveness?

·       The methods of measurements

·       The pre-testing methods including: consumer jury, storyboard tests, laboratory tests, tachistoscope, psychogalvanometer, eye camera, pupil dilation, attitude test and depth interviewing

·       The post-testing methods including: recognition tests, recall tests, semantic differential, the Likert scale, ranking techniques and projective techniques     

·       Sales tests including: measure of past sales, field experiments and matched samples

·       The control on advertising by practitioners, consumers and by government

·       Self-regulation by media

·       What is consumerism?

·       Advertising in the international market place

·       The evolution of global marketing

·       Why companies venture outside the home market?

·       Nationalisation and regionalisation in advertising

·       The global advertising perspective

·       Global brands and approaches to global advertising

·       The global advertising plan

·       The market analysis model

·       The culture-oriented model

·       The approaches to the international advertising campaign

·       The centrally controlled campaigns

·       The centrally conceived campaign

·       Positioning the global product

·       How to select media for international campaigns?

·       The global creative effect

·       The integrated marketing communication campaign

·       The tools of IMC

·       The structure of a campaign plan

·       The situation analysis

·       The SWOT Analysis

·       The campaign strategy including; objectives, targeting and positioning and scheduling

·       The media plan

·       Appropriation and budget

·       The evaluation of the campaign plan

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.