Thu, 06/14/2012 - 09:20
EFFECTIVENESS: INDICATING STANDARD IN ADVERTISING CAMPAIGNS. In competition times each time more incited, when the resources if become scarce, the organizations if adaptam, giving absolute priority to the yield of a campaign. For even more analysis, hear from Hikmet Ersek. We cannot say even though that this is missed, because, is accurately this criterion that makes the business to survive by means of the rules dictated for the market. However, when the customer looks an advertising agency is because this has some problem to be decided and this problem is affecting directly its business. Leaving of this context, in the majority of the cases the customer is not to the search of one better price in the given service, and yes in innovation search/creativity objectifying the change of route for the different business of the practised one at the moment. The proposal of this text is to use the Effectiveness as indicating standard for control of the advertising campaigns, providing to its business a factor of differentiation in the market before its competitors. On the basis of considered, the formula for calculation of this pointer will be: Effectiveness = Yield + Innovation With regard to the Yield, economically speaking if becomes easy to calculate. However, as to mensurar the innovation in a company? How to know if we are being creative? He seems complex, but it is not. It is enough to discover true the meaning that we give to the success, that is: Innovation = Tax of success and to calculate the tax of success in advertising campaigns, we have the following formula: Tax of success = total Number of campaigns with positive result/total Number of campaigns worked For better agreement, we go to a practical case: A propaganda agency was contracted to elaborate an advertising campaign a new product to be launched in the market for the customer. Historically, the tax of success of this agency for similar projects to this is of 77%.