You are here: > > Difficulties In Evaluation Advertising Effectiveness

Difficulties In Evaluation Advertising Effectiveness

Govindam by Govindam   |   0 Comments  |   738 Views    |   5/5 Rating   |   Print this Article Print This Article
387 articles online.
Mar 22nd, 2012
Send to friend

Difficulties in Evaluation Advertising effectiveness

There are many difficulties and hindrances in the evaluation of advertisement effectiveness. The main difficulties are as following

1) Advertising is not the only f actor affecting sales:

Most of the methods used for evaluation effectiveness of advertisement assume that advertisement is the only factor affecting sales. But there are many other factors which may be responsible for increase in sales viz. change in price, improvement in product features, placement, sales-promotion schemes etc. So assuming that, increase in sale is the result of advertisement only, is wrong.

2) Effect of past advertisement: -

Methods of evaluation advertisement effectiveness assumes that response of customers in test-area is the outcome of advertisement done in test period but actually, the response of customers may be because of past advertisement. For e.g. if a person had seen an advertisement long ago but at that time either because of financial constraints or because of no need, he didnt buy that product. But it is possible that he is carrying deep favorable impressions of that past advertisement till now. If at present he is financial sound or need is relished then he has purchased that product. So in this case, sale has occurred on account on past advertisement and not present advertisement.

3) Difficult to evaluate the effectiveness of goodwill Advertisement-

Goodwill ads are issued to improve the image of the organization in the long run. The purpose of these ads is to improve the image of the organization by meeting some responsibilities like growing more trees, ads for eye donation save environment etc. Effect of these advertisements on sale, image or goodwill cant be measured.

4) Ad-effectiveness using a communication Objective is not sufficient in Itself:

Some advertisement may achieve communication objectives, but may not promote sales. Some advertisement may be vary attractive, well remembered, entertaining and liked buy many viewers/ audience, but still it may be ineffective in generating additional sales, These advertisement may be well recalled because of attractive modals, easy to remembered phrases, homeruns appeal etc. But viewers still may not be buying the product; because they have no liking that product. For e.g. Advertisement of bagpiper with sunny deol as model is remembered by many viewers because its model is attractive. But still all such viewers dont buy bagpiper products. So measuring ad-effectiveness only on the bases on the bases of communication objectives is not sufficient in itself.

5) Subjective method for measuring advertising Effectiveness: -

There are various methods given by different experts for measuring ad-effectiveness. But most of the methods are subjective in nature, as they dont give any universal criterion for measuring ad-effectiveness. There are various criterions like increase in sale, attention gaiting ability easy to remember, entertaining, humorous, persuasive etc. For measuring accepted criterion. It is possible that an advertisement is effective on one criterion but effective on the basis of other criterion.

6) Not suggestive in nature :-

Most of the methods of evaluating effectiveness of advertisement classify the ad as effective or ineffective but these methods dont suggest what extra points should be added, what modification be made to making the advertisement more effective.

7) Difficult to Evaluate % response:

For evaluating effectiveness, some response is desired from the customers. But because total numbers of readers/ viewers of media is not exactly know, so % of response generated because of advertisement cant be generated because of advertisement cant be measured. If ad is given only through mail then this % can be calculated easily, as total number of persons who are contacted through mail are known, but if ad is given by any other source like T.V., radio, magazine then the % of viewers cant be precisely obtained,

as total number of reader/ viewer is unknown to us.

8) Difficulties of sampling methods: -

Almost all methods of evaluating advertising effectiveness are based on sampling. Some respondents and market area are selected for measuring effectiveness. It may involve following difficulties:-

a) Selected Sample Units may not be representative of whole group or area.

b) Simple Size may be very small in comparison to total no of actual-buyer.

c) The area selected as control area or test area may differ in terms of economic or demographic features.

d) Selection of Simple Unit may be biased.

http://govindam.org/


Article Source: http://www.informationbible.com/article-difficulties-in-evaluation-advertising-effectiveness-179242.html

Add New Comment

Captcha
Latest Advertising Articles
More from Govindam
  • Nature and scope of industrial relations

    Industrial Relations are viewed as the process by which people and their organisation interact at the place of work to establish the terms and conditions of employment. The process of interaction stressed not just the resulting standard. More >>

  • Computer graphics mcq questions

    1. There are TWO PARTS in this Module/Paper. PART ONE contains FOUR questions and PART TWO contains FIVE questions. 2. PART ONE is to be answered in the TEAR-OFF ANSWER SHEET only, attached to the question paper, as per the instructions contained therein. PART ONE is NOT to be answered. More >>

  • Advertising and its characteristics and functions and scope

    Consumer is the central point in every business. Now a days, attracting and satisfying customers is more difficult than producing the goods. For many products, many brands are available in the market. Every company wants to improve the market shares. Now, buyers dominate the market. Advertising is More >>

  • Mrtp act and its criticism

    The Principal low in India to deal with competition was Monopolistic and Restrictive Trade Practices Act, 1969. The MRTP Act, brought into force form Ist June 1970, was a very controversial piece of legislation. The high level committee on Competition Policy and law, appointed by Government of I More >>

  • Factors affecting media planning

    Product to be advertised can be industrial/technical product or consumer product: Industrial/Technical products can better be advertised in their specific trade-journals/magazines. More >>

Find More About

Rate this Article:
  • Currently 5/5 Stars.
  • 1
  • 2
  • 3
  • 4
  • 5
5 / 5 stars - 1 vote(s)