Advertising & PR

How can I measure the effectiveness of an advertising campaign?

Measuring the effectiveness of an advertising campaign is often both a before and after activity. If you plan your campaign properly, you'll take care to keep track of things like the precise cost of the campaign, the number of contacts made, number of mail shots, number of responses, new enquiries, etc.

If you then wish to measure the number of responses or enquiries received, or the cost per response, you'll have the right data available.

Our fact sheet Measuring the Effectiveness of Marketing has further information, and emphasises the need to consider the effectiveness of an advertising campaign within the context of an ongoing marketing strategy.

This article based on Crown Copyright © 2002