Assess whether the message in the advertising media reach the intended audience.

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brettd's profile pic

brettd | High School Teacher | (Level 2) Educator Emeritus

Posted on

If you assume any advertisement in any media (as we have to with limited information), there are common factors that determine its effectiveness. First, the placement of the ad in a specific media - radio if your demographic is commuters, or older listeners, television during the day if your target audience is stay at home moms, late night for 18 - 30 year olds, etc - is important to how effective the ad will be. Advertising Depends undergarments on MTV probably won't net a lot of sales.

The design and message of the ad is critical.  Americans are bombarded by ads every single day, every hour, so your ad needs to stand out.  Does it make them laugh?  If so, they'll remember it.  Does it use repetition?  Phone numbers of slogans stick in peoples' heads the more they hear them.  Running specials such as "mention this ad and receive 10% off" is a way to measure an ad's effectiveness as you can simply track the amount of discount sales.

pohnpei397's profile pic

pohnpei397 | College Teacher | (Level 3) Distinguished Educator

Posted on

We cannot answer this for you because we do not have the information that is needed.  In order for you to answer this for yourself, you will need to think about the following things:

  • What is your intended audience?  In other words, who are you trying to reach with your advertisement?  This is presumably the population that you want to sell your product to.
  • Does this audience tend to read or watch or listen to the media that you are using for your advertisements?

Once you know this, you might also want to try to find out whether your ads are actually catching the attention of the average person who is reading/watching, etc that medium.


krishna-agrawala's profile pic

krishna-agrawala | College Teacher | (Level 3) Valedictorian

Posted on

Any advertisement in a mass media generally does not reach all the intended audience. There is no easy way of assessing the extent to which an advertisement has reached the intended audience. The most effective way of doing this is estimating it through a sample survey.

Just reaching the target audience is not enough. The advertisement must also have intended impact on the intended targets exposed to it. For example, if the purpose of advertisement was to induce customer to try out a new product, has the customer actually purchased the product. The assessment of effectiveness of an advertisement is more meaningful. Frequently such assessment is easier to perform also. For example, the impact of an advertisement on sales becomes quite evident just by comparing sales volumes just before and immediately after release of an advertisement.

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