Advertising success control

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The simple, one-dimensional advertising success control based on the comparative figure before and after an advertising measure is still below the much more complex controlling loop of a company . This is the result of the consideration that advertising success can only be measured if the advertising goals are operational. A company's sales and profits do not meet these requirements. There are opportunities to monitor economic success as well as communicative success.

Economic success control

Based on a marginal costing the leaves break-even point calculated for the use of advertising. As soon as the target group-related contribution margins exceed the material and administrative costs of the measure, the advertising is worthwhile.

You ask the customer directly or evaluate the response to direct marketing campaigns in order to establish a direct connection between the advertising measures and the customer's purchase decisions that can be traced back immediately . It is advisable to use different headlines (headlines, keywords), advertising motifs, etc. Ä. test against each other to see which ones work best.

This method was developed to perfection in the USA in the 1920s: advertisements with a response element that were placed in various newspapers and magazines for specific target groups, for example, B. tested which headlines generated the highest response in the targeted target group. The internet and especially e-shops offer numerous new possibilities for this process.

Control of communicative success

The recognition process (also known as the recognition process) tries to determine the extent to which an advertising contact has taken place that the target persons remember within a defined time frame. The so-called Starch test is also used to determine whether advertisements can be fully or partially recognized. In the similarly oriented recall procedure, usually in the form of the Day After Recall Test , the memory of a specific advertising message is queried and either the

  • unaided recall or the
  • aided recall e.g. B. examined via brand name lists.

If the respondent remembers the brand without aids, it belongs to the active brand vocabulary, so the advertising campaigns were successful. The problem here, however, is that an interest in an advertising message does not necessarily have to lead to purchase intentions. If the respondent remembers a brand with an aid, it belongs to the passive brand vocabulary. If the respondent does not remember the brand despite the aids, the advertising measures have failed.

Attention Course

Memory values ​​with temporally different distribution of contacts according to Zielske (1959, 1980) with massive (curve I) and distributed (curve II) placement of advertising.

Hubert A. Zielske examined the development of recall values ​​from an advertising campaign that ran over a period of 13 weeks (curve I opposite) and in which the target persons had one contact per week, with those who had contact over 52 weeks (curve II) once contact was established in the month. The impact curves not only have different peak values ​​with 63% (curve I) and 48% (curve II), but they also show a clear correlation between the number of contacts and the advertising success .

Attention Strategies

Repetition
Part of the advertising is focused on promoting a brand through repetition. After an average of seven perception processes, a message is consciously remembered.
Reference to prominent users ("Bandwagon argument")
By suggesting that the product is generally used in a higher social class, the incentive to buy is to be increased.
Testimony
Often times the advertisement seeks to promote the better quality of their product through the testimony of a consumer, an expert, or both, who are paid for their testimony: "Three out of four dentists recommend ..." This often involves an appeal of authority . ( Testimonials )
Artificial shortage
The attempt is made to let people choose quickly without long deliberation and, as the advertising hopes, to encourage them to buy quickly: “Sale, buy now!”, “Only for a short time!”, “Only while stocks last ! "Etc.
association
Advertising often tries to visually or aurally connect its product to desirable circumstances in order to make it appear just as desirable. The use of attractive models , picturesque landscapes and similar representations is widespread.
Advertising character
The stressed housewife is given a big, strong man to solve the problem ( Meister Proper or Der General ) or an attractive trait is projected onto such a figure ( HB male or Mr. Kaiser ).

Such concepts in the field of B2C advertising cannot simply be transferred to the B2B market. Here, sales promotion (promotion) or public relations work or sponsoring takes on the corresponding functions for the institutionalized customers.

Importance of the attention threshold

Traditional advertising is seeking a high level of attention (awareness) prepare for the advertised thing in their specific target group. A product name can be accepted to such an extent that over time it becomes a generic name in common parlance and then loses its trademark protection as a registered trademark.

Examples of this are " Tesafilm " (or "Tixo" in Austria), the filter bag from Melitta , " Walkman " or the " Split tablet ", also known as Leukoplast ; as Jeep , UHU , hairdryer and whether the American region , the company is Xerox to synonymous ( generic name ) of photocopies finished become. Tempo, for example, can make itself stand out as its own handkerchief. However, because it has achieved a mind share among consumers, it is often used as a synonym for every possible paper tissue, even if it is a completely different brand or even a "white brand".

literature

  1. ↑ Hans Hörschgen: The measurement of the economic and extra-economic advertising success. In: Franz Böcker, Erwin Dichtl (ed.): Success control in marketing (= writings on marketing. Vol. 1). Duncker & Humblot, Berlin 1975, ISBN 3-428-03342-6 , pp. 273-286.
  2. ↑ Hartwig Steffenhagen: Measurement of advertising effectiveness. In: Bruno Tietz , Richard Köhler , Joachim Zentes (eds.): Short dictionary of marketing (= Encyclopedia of Business Administration. Vol. 4). 2nd, completely redesigned edition. Schäffer-Poeschel, Stuttgart 1995, ISBN 3-7910-8041-5 , Sp. 2678-2691.
  3. ↑ Wolfgang Fritz : Success factors in marketing. In: Bruno Tietz, Richard Köhler, Joachim Zentes (eds.): Short dictionary of marketing (= Encyclopedia of Business Administration. Vol. 4). 2nd, completely redesigned edition. Schäffer-Poeschel, Stuttgart 1995, ISBN 3-7910-8041-5 , Sp. 594-607.
  4. ↑ Hubert A. Zielske: The remembering and forgetting of advertising. In: John J. Wheatley (Ed.): Measuring advertising effectiveness. Selected readings. Irwin, Homewood IL, et al. a. 1969, pp. 175-181.

See also

Response