Marketing

Assignment 1

1. Measuring advertising performance can be tricky. The advertising manager must compare results with objectives. The real challenge is to create measures that can enable that type of analysis.

a. Reach: using circulation or readership audits, the number of readers among the target market is calculated. Ex. Does this magazine reach our desired target audience?

b. Inquiries: sum of bingo cards, faxbacks, or calls to the 800 number in an ad. Ex. Did the ad cause readers to take action?

2. Public relations can be hard to measure because it is not always in the news. It is the management function that that focuses on the relationships and commications with individuals and groups in order to create mutual goodwill. You can measure your public relations by use of press agentry, or the planning and staging of an event in order to generate publicity. Press kits support staged events and contain information about the event and key information for publication in news stories.

3. Trade shows can also be difficult to measure because you can’t just count the number of people who stop by your booth. You must be willing to follow up with leads after the show is over with. Trade shows can also be very expensive to set up, taking up a massive amount of a budget, so it is important to measure them accurately.

c. Attraction efficiency measures the number of leads as a percentage of the total audience. This shows how well a company did getting people to their booth.

d. Another method of determining the return on a show is to estimate sales made as a result of show activities. You can keep track of prior shows’ performances and measure them with the current show’s sales.