There are many reasons why a company should be interested in measuring the effectiveness of an advertising campaign.
Unfortunately, there is no precise way to measure the success of an advertising campaign; however, there are methods that can help determine whether or not your advertising is working effectively.
Before beginning, your advertising goals should be clearly stated and your evaluation methods should be designed around your goals.
Unlike the traditional methods of years gone by, digital advertising has the ability to measure certain metrics that can help determine if an advertising campaign is effectively working. If you are advertising online, "impressions" and "click-thru" data can and should be provided to your company.
Paperitalo Publications works closely with our advertisers to ensure that their advertising needs are being met. We provide click-thru data to our clients on a quarterly basis.
Click-thru data comes in three levels.
The first level and the highest volume is click-thru data via advertisements on websites such as NipImpressions.com or Globalpapermoney.com, which indicates a level of interest.
The second level comes from click-thru data for advertisements placed on one of our various newsletters.
The third level is that provided by white papers and so forth which we put behind a form the inquirer must fill out.
Measuring increased traffic to your company's website is another way to measure advertising effectiveness. You would want to compare the data from before the campaign, during the campaign and after the campaign.
Further, an online radio program, such as Pulp & Paper Radio International, tracks not only the number of airtime hours a radio commercial airs, but also the number of listeners.
If you choose to offer a coupon in connection with your ad, you can easily measure the number of coupons used during your campaign.
When your company receives phone calls inquiry about your products, staff members could be directed to ask how they heard about the company or products. This is one way to measure your advertising campaign's effectiveness.
And never forget: location, location, location. Would a company prefer to have a billboard on an interstate freeway near a major city, or along a quiet, country road? Unless the company really, really wants business from Ma and Pa Farmer, the answer is obvious. Likewise, when it comes to digital advertising, the more people who see the message, the better. In the pulp and paper industry, Nip Impressions and PaperMoney are by far and away at the head of the class.
Choosing the right metrics is important.
Helen Roush is Vice President, Communication Sciences at Paperitalo Publications. She can be reached by email at helen.roush@taii.com. For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
100% Renewal Rate
Something to think about when you consider where to spend your advertising dollars this year--what media company in the pulp and paper industry can say it has experienced a 100% renewal rate with its advertisers in 2014? Paperitalo Publications. Our service after the sale, our delivery of what we say we can deliver, our monthly correspondence all add up to a relationship people want to continue. Do you feel this way about your current advertising media? Perhaps it is time for you to take a look at Paperitalo Publications.
