What Is a Media Evaluation?

In advertising campaigns, the vast majority of costs are spent on media and time and space. Improper selection or combination of media will cause huge waste of advertising costs. Advertising media evaluation is the evaluation of newspapers, magazines, radio, television, outdoor advertising and online advertising. Assess the characteristics of each media and how consumers are exposed to it.

Advertising Media Evaluation

Right!

In advertising campaigns, most of the cost is spent on purchases

1. The "quality" characteristics of various advertising media.

2. Evaluation of media investment benefits.

3. Research on media selection and distribution.

4. Whether the media mix is appropriate.

5. Are there any recent changes in the audiovisual, reading, and click-through rates of the media?

6. Determination and evaluation of media implementation plans.

I. Monitoring and Evaluation of Media Effect in Advertising Campaign

1. Simultaneous monitoring of media launch

This method is intended to measure and evaluate consumer exposure and response to advertising when it is broadcast. And especially effective for TV commercials.

The biggest feature is to test the attractiveness of advertising in the most natural viewing environment (such as at home) after 24 hours of general television programming.

The common method is telephone interviews-to confirm whether the advertising message has reached the correct target market, to know how the information is transmitted and what information is transmitted. By reflecting the correct identification ability of the advertising product brand, the obtained scores are compared to determine whether the tested advertisement is successful or failed.

2. Tracking, monitoring and evaluation of media effects in advertising campaigns

Since it takes time for ad effectiveness to be established, this tracking monitoring is performed 60 days after the ad airs. Used to assess compliance with the elements of a media strategy.

(1) Cost monitoring per 1,000 people

Cost per thousand (referred to as CDT or CPM) means "how much does it cost per 1,000 contacts:

1) Gross audiovisual rate (GRP) arrival rate (Reach) average number of people or frequency (Frequency)

monitor.

The relationship between GRP and FR is GRP = R × F

F = GRP ÷ R

R = GRP ÷ F

For example, the tracking of a brand advertisement is as follows:

In fact, the index of F is extremely difficult to calculate in actual calculation. The easiest way is to reach a specific ad

(Attention rate).

That is F = NP (P-Attention rate N-Number of postings)

When the media is plural media (multiple media), each advertising contact is different, and it cannot be calculated simply as the formula above. You must enter the basic data into the computer and calculate the complex distribution function.

Monitoring and evaluation of media advertising effectiveness

(2) Brand well-known monitoring and evaluation

Brand awareness monitoring includes two aspects: one is to understand the media through which brand news is transmitted to consumers, and once again to understand the brand's consumer awareness.

Generally by telephone interview and diary survey:

Questionnaire design: (taking peanuts as an example)

1. Have you seen or heard any advertisements for peanuts?

With or without

2. What brand of peanut ads:

Brand names (1) (2) (3).

3. What media saw or heard this advertisement?

TV Broadcast Newspaper Others:

4. When did you see it and about several times?

TV evening 7: 30-8: 30 evening 9: 00-11: 00 day

Newspaper name

Radio section

other

5. What does the ad say?

6. What brand do you usually buy?

Attachment: consumer information

The statistical analysis of the above data will evaluate the media mix and cost allocation, whether it is reasonable and scientific, and the degree of well-known communication. For example: Assume that the purpose of a clear advertising campaign is to increase the visibility of a particular product's interest in the target market population by 25%. Prior to testing, it was found that 16% of the target groups were well-known. Therefore, to achieve the 25% growth target, at the end of the advertising campaign, the well-known determination of product benefits must reach at least 20% (based on 16%). If, after the end of this advertising campaign, it is found that the popularity of a particular product's interest reaches 32% among the target population, the campaign should be judged as very successful; the advertising target is only increased by 25% of the popularity, and the actual growth is 100%.

(3) Monitoring and evaluation of sales effectiveness

Although we have always emphasized the effectiveness of advertising campaigns, advertisers often use sales or marketing information as a basis for evaluation. The main sources are internal sales materials and research or project studies by data suppliers.

Internal sales data is often used to help understand if product sales are responding to advertising campaigns. This effect can be measured against previous sales goals for a brand by comparison with previous periods. The widely used information comes from reports of brokers or salespeople.

Data providers or project studies are usually made by subscriptions such as the Nelson Retail Index or "Sales Area Marketing Companies" (SAMI) audit services. Nelson conducts research on food retail stores and pharmacy grocery stores every two months to obtain the degree of distribution, the penetration of products into different types of stores, the national share (in units of boxes), and the share of in-store distribution , Product movement, and competitor activity. The service provided by the "Sales Area Marketing Company" is to measure the shipments of food retail stores and pharmacy grocery stores in warehouses to explain the popularity of products in the retail scope.

Although there are many marketing factors involved in selling products, if you use sales such as the Nelson Retail Index technology to measure sales, people can determine whether the success or failure of the product can be attributed to the advertising campaign.

To evaluate the effectiveness of media advertising, such as personal observation and expert opinions are sometimes used. However, the above methods constitute the main force of data collection and evaluation techniques.

The "reach rate" evaluation indicator is generally calculated from the data