Principle of Advertising: Campaign Evaluation

This document discusses the importance of measuring and evaluating the performance of marketing campaigns, specifically focusing on the advertising campaign for Great Ocean Road. It explores different activities such as TV programs, distribution of leaflets, and creating an online presence. The document also highlights the impact, recall, and effectiveness of the advertising campaign.

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Principle of Advertising

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Campaign Evaluation
As opined by All Business (2019), the first step of evaluating the performance of marketing
campaigns requires to monitor and evaluate them which although search similar purposes but
have different activities attached to them. Measuring or evaluating the campaigns is an important
step after the planning process. Great Ocean Road required to implement a communication
strategy and must utilize appropriate communication media to achieve the communication
objectives. Since the company wants to create a global presence, the campaign must be started
with TV programs and distribution of leaflets. An effective advertising campaign is the key to
enhance the brand awareness, therefore, Great Ocean Road will majorly rely on its advertising
campaigns. In order to evaluate the impact and receptiveness of the advertising campaign, the
recall of the communication strategy will be measured by having full knowledge of the potential
customers. As suggested by Pearson (2016), the direct marketing creates long term relationship
with customers which is difficult to achieve with only a single campaign. Therefore the company
would require multiple direct marketing campaigns to build better understanding and trust among
the customers. This can also be improved by monitoring the satisfaction level current product
offering and forecasting the future demand of the products.
As the company has opted for television campaign, it can be expensive but serves as one of the
most profitable advertising media. The success of the advertising campaign for Milk products
will be determined by gaining the assess ratings. This will help the company to breakdown
viewers into different age groups, percentage of viewers basing upon how many times they saw
the advertisement and the segment of population viewing the ad campaign. As the advertisement
will focus on highlighting the health benefits of consuming milk products, the target will be on
mothers and children.
As opined by Saarikko, Westergren and Blomquist (2017), creating an online presence is one of
the most effective ways of directly communicating with the customers. Virtually the products
worth advertising on television should have a dedicated website. The innovative content will
certainly attract customer attention and their website visits might increase. The use of Google
Analytics will help to interpret the data and provides with comparison tools to analyze the
effectiveness of the advertising campaign on different platforms. However, there is a high chance
that even when customers like the advertisement, they would prefer going to the store and

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purchasing the product to try. In addition to that, social media platforms will be a feasible option
to create an impact of the advertising campaign.
As a part of direct marketing campaign, an interview will be conducted to gather responses of
potential buyers. A sample representative of the target audience will be interviewed to determine
the recall value of the advertising campaign. In the opinion of Agnihotri, Dingus, Hu and Krush
(2016), if the campaign utilizes a credible and effective message to its customers, it will be able
to continue with smooth running of the business. The performance of the ad campaign will also
require to track the sales trends and address customer inquiries.

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Reference List
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
All Business, 2019. Metrics for Measuring Ad Campaign Effectiveness. Retrieved from
https://www.allbusiness.com/metrics-for-measuring-ad-campaign-effectiveness-1415-1.html
Pearson, S., 2016. Building brands directly: creating business value from customer relationships.
3rd ed. Berlin, Germany: Springer.
Saarikko, T., Westergren, U.H. and Blomquist, T., 2017. The Internet of Things: Are you ready
for what’s coming?. Business Horizons, 60(5), pp.667-676.