Assess Your Return on Marketing Communications
Ever heard the old saying, “Half of all advertising is wasted — the question is which half?”
Do your advertising messages resonate with your target audiences? Awareness/Attitude/Usage (AAU) studies are infinitely less expensive than misdirected advertising. This type of research is usually less than 5% of the total advertising budget, according to the American Marketing Association. With companies spending hundreds of thousands of dollars on advertising, a small percentage dedicated to measuring success should be part of every marketing plan.
Key marketing communications metrics include:
- Awareness: Are customers and prospects familiar with your company, brand and products?
- Attitude: Do target audiences have the desired beliefs about the organization?
- Usage: Is your company in the considered set? Do consumers prefer to purchase products and services from you? Do they have actual experience with you?
By conducting an AAU study, the sales-effects of your advertising expenditures can be assessed. It will help you measure the success of your strategic marketing plan.
