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Feedback and Effectiveness of an Advertisement
The only thing that sells is the thing that is visible in the market. We are all well aware of the significance of corporate advertising and marketing of products, services, and brands. Companies today are spending billions of dollars every year on their advertising and marketing budgets. All are involved in the rat race of being different from the rest, creating an impression in the consumer’s mind, ensuring brand recall, and driving volume sales of the product. Leaving these things aside, are companies doing anything to check the effectiveness of their advertising and marketing strategies?
In this article, we will be diving deep into the concepts of feedback and the effectiveness of advertisements, as well as various prominent methods through which companies are checking the effectiveness of their advertising strategies.
Advertisement Strategies and the Effectiveness of the Same
Marketing communications are designed with the objective of persuading consumers to act in a particular way. Different consumer expectations of companies include −
Consumers will be influenced by marketing and advertising strategies and will purchase the goods and services on display.
Consumers will connect with the brand and the advertisement.
Consumers will remember the advertisement message as well as the essence of the advertisement.
Consumers will interact with the brand.
In terms of feedback and effectiveness, there are two types of advertising strategies −
Impressional communication − Here, the brands are unable to modify their branding technique or the message as per the consumer’s interest, behavior, and desire. The messages are the same for everyone. The company's reach is greater, and it is a less expensive form of brand communication. It is also known as a mass advertisement. advertising through TV, newspapers, radio, social media platforms, and billboards. It is a pull-type of advertisement in which customers are drawn to the branding and message and thus connect with the brand for further processing.
Interpersonal communication − This is a sort of marketing communication in which there are salespeople interact with the consumers of the brand. They can check the effectiveness of the message immediately on the basis of verbal and non-verbal cues. The messages here are modified as per the needs, interests, and desires of the consumer. This is a more expensive form of communication, and the reach of the brand is also low because of the limited resources in the company. This is also known as a "push" or more aggressive form of advertisement.
Various measures through which consumers can gauge the effectiveness of their advertising and marketing strategies include
Persuasion effect − This effect basically deals with the fact that the consumer understood the advertising message. Did the consumers connect with the advertising message? and interpreted it the way it was intended? There are many instances where the brands have failed the viewers because they did not do their homework regarding the age, gender, income, interests, desires, and educational backgrounds of the viewers. An example of such a failure could be Harbinger’s beer advertisement. The company wanted to focus on the low-calorie and light beer, but the advertisement was taken as a form of racial discrimination as the beer passed through three black people before reaching a white person, and the tagline was "lighter is better."
Sales effect − This is a more quantitative term. Marketers attempt to understand the effectiveness of the advertisement by examining the volume of sales generated by the company after the advertisement was broadcast. For example, if your advertisement is published in a newspaper, the company can determine its effectiveness based on the midday sales number, or, in the case of packaged food or other packaged goods, the Universal Product Code (UPC), which is linked to all computerized cash registers.
Media exposure effect on gathering effectiveness of advertisement − In this case, the company is gathering information from large companies that monitor audiences and conduct research on the most-viewed channel, advertisement, and others to collect advertising feedback. It could be done after the advertisement has been released to determine its success or before the advertisement is broadcast to determine the channel of advertisement.
Psychological measures to check advertisement effectiveness − In this method, marketers are checking or analyze the bodily response of the consumers. Here, the consumers are checking the effectiveness of marketing, advertising, or labeling strategies through their body movements.
The eye method of collecting feedback − in this method, the companies analyze the eye movements of the consumers to understand what labels they are more attracted to and for how many minutes they are watching or reading the label of the particular brand.
Brain wave analysis − Here, marketers determine the level of attention paid to various components of advertising by monitoring the electrical impulses produced by the viewer's brain.
Facial electromyography (Facial EMG) − Here the analyzers are studying the electrical waves and the facial expressions of the viewers throughout the advertisement to understand the various emotions the advertisements are generating.
Attitudinal measures − Here, the marketers are studying the different levels of engagement and involvement with their advertisement message. The advertisement here is shown in a secluded area, and after the advertisement, the semantic differential scale, or Likert scale, is provided to the viewers to check their liking or disliking of the brand and the advertisement.
Recall and recognition test − This is also a method in which the viewers are asked about the brand name, the essence of the advertisement, and their thoughts about the product or service a day after the advertisement is shown to them. This helps the brand understand whether the advertisement's message was impactful or not and if the viewers can recognize the brand. There are many situations in which consumers mismatch the brand name.
Symbolic test for collecting advertisement feedback − in this test, viewers are first shown the advertisement and then asked to use random images to describe the essence of the advertisement. All these images have a deep psychological meaning but are gibberish to the layman.
Mass advertising is the future of advertising. Along with deciding upon the creation of the advertisement, companies would also have to decide upon the placement of the brand name and the number of times the brand name is repeated in the advertisement. Mentioned above are just some of the methods through which consumers can gauge the effectiveness of advertisements.
It is critical for businesses to engage in this activity by any means necessary because no matter how much money a company spends on advertising and marketing strategies; it will never produce the desired results if they are ineffective. Consumers today are spoiled with choices. There are advertisements everywhere they go. An effective marketing strategy will not only result in increased sales, more brand recognition, an edge over the competition, and a loyal customer base but will also turn potential consumers into actual consumers. There is a lot to gain from effective and impactful advertisements. All brands have to do is capture the viewer's mind.
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