Literature Review Of Advertising
Review of literature
Advertising effectiveness pertains to how well a company’s advertising accomplishes the intended .Small companies use many different statistics or metrics to measure advertising effectiveness .The measurements can be used for all types of advertising including television ,radio direct mail ,internet and even bill board advertising .A company’s advertising effectiveness usually increases over time with many messages or exposures. But certain advertising objectives can be realized almost immediately.
Reach
One metric for advertising effectiveness is Reach .This measurement pertains to number of persons who actually saw company’s advertising .Small business owners usually know how many people can potentially see their ads. Local television stations report number of viewers for certain shows .Similarly ,magazines repot circulation figures .But not all of these viewers or readers notice the ads .That is why small business owners often use market research surveys to measure reach .For example 20% of the local restaurants viewing audience may recall latest television ad . Advertisings should be designed to attract attention ,build intrest and prompt action.
Sales and Profits
One of the most important objective of any advertising is to increase sales and increase profits .A profitable ad is a effective one. The best way to increase sales and profits is by reaching right audience .In other words small business owners must make sure
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