To have an effective marketing campaign, you need to be able
to evaluate if the message is reaching it’s intended targets. There are a
multitude of evaluation techniques that would allow a marketing team to make
the appropriate assessments in this task. One such way to evaluate would be ad
tracking research. In this evaluation technique, consumers are shown ads where
the name or logo of the company is not recognizable and asked if they are
familiar with the brand being advertised. This should assess brand awareness. I
can see how this would benefit the company if they have a strong brand
identity. However, it seems that it could be unreliable if your ad messages are
not consistent.
(image source: memeburn.com)
A second way to evaluate would be via copytesting. This is
used to assess finished ads and is typically conducted by an agency client.
Copy testing measures an ads effectiveness when the consumer is giving his/her
100 percent attention. I can see that this type of evaluation would be helpful
as you have the consumer’s full attention and can gain immediate feedback.
However, as the text points out, it can appeal to the consumer’s rational brain
(and not action inspired) and not an emotional appeal, which would cause a
consumer to take action and buy.
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