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How to measure the effectiveness of a advertisement?

Answers:1   |   LastAnswerAt:2011.05  

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Jane black 
Asked at 2011.05.13 02:18:47

answer Andrew Brown  Answered at 2011.05.13 02:18:47
This is where advertising gets expensive because no one wants to take the time to do it. Measurement of magazine advertising has taken a real turn since 1998 and the rapid adoption of the internet. We were mid campaign with a B2B client and found our numbers of inquiry drop from an average of 60 leads to 8 leads in general.The client wanted answers and felt we needed to alter publications& IMMEDIATELY! Publications that proved as regular as the sun rising. But we were stumped. I spoke with a media rep out of New York and she stated that this trend was happening all over and the onlyh thing that they could advise was that people were doing their inquiry through the web.The client requested (we believe this was a wrong approach) that we remove the web address on the next set of ads seemingly to see if phone inquiry would rise. Well they did - about 18 calls per publication. But this was nowhere near the 60-average that we enjoyed months earlier.We then offered to set up Internet measurement. Luckily we were able to obtain the web logs of approximately 1-year prior. When we ran the logs through the measurement tools we became VERY surprised. Each month we ran print advertising the site traffic escalated  sharply. We looked at site traffic that went from roughly 170 visits per month to well over 800.
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