Marketing Communications

(Ron) #1
ADVERTISING CAMPAIGN EVALUATION RESEARCH 309

An analysis combining awareness and behavioural measures to assess the effectiveness of advertising campaigns
is as follows. Three indicators are measured:
A R = AW/TG
TR = T/AW
ADR = A/T
where: AR = awareness rate
AW = number of target group members that are aware of the brand
TG = number of people in the target group
TR = trial rate
T = number of target group members that have purchased the brand at least once during a given period
ADR = adoption rate
A = number of people that have purchased the brand at least a specific number of times during the
same period
Evidently, the period under study and the number of times a consumer has to have purchased the product to be
called a loyal consumer have to be determined in advance, and will depend upon the product category studied.

RESEARCH INSIGHT
The ‘awareness–trial–retention’ framework

Year 1 Year 2 Year 3 Year 4
Sales 100 131 159 183
Annual growth of sales +31% +21% +15%
Number of transactions 100 128 165 189
Ticket size 100 106 110 118

At first sight, this seems to be an impressive result. However, when a correction is made for the expansion of the
number of supermarkets that increased in the period under consideration, the following picture emerges:

Year 1 Year 2 Year 3 Year 4
Sales 100 139 188 224
Annual growth of sales +39% +36% +19%
Number of transactions 100 130 171 194
Ticket size 100 107 110 116

The result still looks impressive, but not as impressive as the first set of figures in which the effect of a larger
distribution network was included.

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