This is possibly the easiest to assess, as it is the most audited of all media. Comprehensive audience figures are available on a daily basis, at a very detailed level of analysis. The interactivity afforded by digital television allows us to measure audience response by the number of clicks on the ‘red button’. Television can also be used in a direct marketing sense by including website addresses and telephone numbers.
The difficulty, of course, is gauging the effect TV advertising is having, particularly when viewers are increasingly recording programmes to watch later, or watching them in ‘catchup’ mode, both of which typically mean they fast-forward through the adverts.
The traditional measures of column inches or ‘advertising value equivalents’ can be skewed and possibly irrelevant. Is any publicity good publicity, for example? Studies tracking specific communication to defined target audiences seem much more appropriate.
Market research can use qualitative methods to assess the relative appeal of different potential promotions and their likely effect on brand image. You can pre-test to ascertain possible redemption levels of coupons in simulated purchasing environments, test stores, area tests and so on. You can also use consumer and retail
Concepts can be pre-tested here too. And you can use research to follow up reactions to mailing programmes.
All sales can be evaluated by:
• Sales achieved (volume/value).
• Customer profitability.
• Prospects contacted.
• New customer acquisition.
• Customer satisfaction.
• New geographic areas opened up.