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Gathering and Sharing Data from Customer Encounters

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See the attachments.

Consider these articles:

Author Unknown (nd) How to Measure Billboard Effectiveness. Marketing Profs. LLC.
Available on 2009 June 9 at
http://www.marketingprofs.com/ea/qst_question.asp?qstID=643

Author Unknown (nd) How to Measure Billboard Effectiveness. Marketing Profs. LLC.
Available on 2009 June 9 at
http://www.marketingprofs.com/ea/qst_question.asp?qstID=7936

Day, Zoey (nd) How to measure the impact of billboard advertising campaigns. Helium, Inc.
Available on 2009 June 9 at
http://www.helium.com/items/629962-
how-to-measure-the-impact-of-billboard-advertising-campaigns

Gee, Lee (nd). How to measure the impact of billboard advertising campaigns. Helium, Inc. Available on 2009 June 9 at
http://www.helium.com/items/380096-
how-to-measure-the-impact-of-billboard-advertising-campaigns

Request:

The current method for measuring the effectiveness of billboard advertising is to count the traffic that passes the billboard or ask people how they learned about the advertised product or how they learned about the advertised retailer. But, until now, there has not been a way to measure if that traffic is paying attention to the content of the ads on that billboard.

Explain how to measure the effectiveness of advertising and will the method of measuring eye movement mentioned in the article be adopted by billboard companies?

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Solution Summary

The solution gathers and shares data from customer encounters.

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MEASURING ADVERTISING EFFECTVENESS

Advertising is defined as any paid nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. Among the common advertisement tools include: print and broadcast ads, packaging, brochures and booklets, billboards, symbols and logos, and audio-visual materials (Kotler, 2005).
Effectiveness of an advertising campaign may be determined based on the following objectives which an advertising campaign must attain:
1. Establishing category need
2. Brand awareness
3. Developing brand attitude
4. Developing brand purchase intention
5. Bring the concept to life in the minds of the target buyers.
Advertising, to be considered effective, should have the following characteristics:
1. Informational appeal
Product attributes and benefits should be effectively communicated.
2. Transformational appeal
The advertisement must provide an experience that makes the viewer decide the use the ...

Solution provided by:
Elisa Valdez, PhD
Education
  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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