Objectives of measuring advertising: some advertisers do not bother to measure advertising effectiveness. They expect that the sales will ultimately increases by the reason of advertising. But, recently, advertisers have been forced to measue the effectiveness. The producers themselves adopt a measuring device because they incur a sizeable amount of expenditure and the advertising. Problems and difficulties have compelled them to measure advertising effectiveness. The effectiveness of media and message are also assessed for their use in the future. The same amount of advertising budget is not necessarily effective to the same extent. Their results vary for the several reasons. The measuring of advertising effedctivness shows how effective and successful a particular campaign has been. Adequate measuring techniques and the other advertising components have been tested. The effect of the advertising should be isolated from those of other promotional and marketing activities to measure its effectiveness. Many techniques have been developed for this purpose. The measurable -factors readership, consumer opinion, belief or disbelief recall, attention, attitude, etc. these are taken into consideration for the purpose of the measuring effectiveness. Some advertising is not only counter productive but may benefit the competitions. Advertising may be extensive but ineffective in its approach. An unnecessary large amount is sometimes spent without any reward. An improper display may tarnish the image of the product.
Measuring sales and communication performance: the advertising effectiveness is measured in the light of sales and communication objectives. These are the two important aspects of the measurements:
Measuring sales: A sales measurement makes a realistic approach to the assessament of the advertising effectiveness. It is a very useful tool where advertising is the predominant contributor to sales, when the sales response is immediate and when internal and external factors affecting sales are held constant or are ineffective. But the advertising is not the only contributory factors to the sales. Measuring its effectiveness, therefore, in terms of sales only its not very logical or scientific. Nevertheless, this is the only realistic approach to the measurement of the effectiness of advertising.
Measuring communication effects: advertising is basically a communication process. The effectiveness of the advertising can be measured by how much the communication process has been useful in the motivating consumers. This approach is considered as more economical and easy because communication effects can be measured by research, opinion, mathematical models, etc. the communication objectives establishing brand awareness, improving recall, increasing brand recognization, bringing about an attitude change etc, can be measured because these are realistic.