Depending on the goal, the difference in print advertising formats and the characteristics of the target audience, the choice of distribution method may vary. Thus, advertising stands in the entrances are usually preferable for offers of products and services aimed at residents of a specific area, while leaflets handed out directly in crowded public places can help attract the attention of the passing public to the current promotion.
For optimal results, it is advisable to use a combination of different distribution methods to increase reach and attract new customers.
It is worth noting that there are a number of requirements and conditions that affect the results of the distribution of printed advertising:
The duration of distribution, which depends on the size of the territory covered and the timing of the advertising campaign, can significantly affect the circulation of the product.
Conversion refers to the turn leads into sales with overseas chinese in worldwide data number of potential customers that an advertising campaign has generated and requires careful analysis to assess its effectiveness.
Controlling the distribution of advertising is necessary to ensure that such materials reach the target audience and are not lost along the way due to vandalism or other unforeseen circumstances. The frequency of advertising is important to maintain the constant interest of your target audience.
Turning to a specialized agency for the distribution of printed materials can be the key to a successful advertising campaign, since such organizations employ professionals who are well acquainted with local conditions and are able to ensure a high level of efficiency and quality of distribution.
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Evaluating the effectiveness of print advertising
Analyzing the effectiveness of print advertising carries a significant responsibility for marketing professionals, implying an in-depth study of market indicators and internal corporate dynamics before and after the launch of advertising campaigns.
Evaluation of the effectiveness of printed advertising begins with control measurements of certain parameters, which allows the marketer to compare sales volumes in different units of measurement - both in financial indicators and in quantitative ones. A situation in which income increases due to inflation while production stagnates may erroneously indicate the success of the advertising campaign, which leads away from understanding the real state of affairs.
It is necessary to consider sales during marketing activities, breaking them down into categories:
territory;
product range;
distribution channel;
points of sale.
Next comes the analysis of the costs of attracting and retaining customers, operating and developing the company. It excludes the costs of production and advertising of the product. The identification of excessive costs may signal the need for radical changes in strategy.
The next step is the analysis of economic profit, which allows for the effective management of its flows. It is important that the accounting reflects the current state of affairs. It is advisable to separate the results of this analysis by geographical and commodity characteristics.
It is also worth paying attention to the turnover of funds. This indicator allows you to judge the literacy of the use of the company's cash reserves.
The formula for evaluating the effectiveness of advertising involves the following calculation procedure:
The pre-allocated budget for the marketing campaign is designated as value A.
After conducting advertising campaigns, we calculate the income from new clients, which will be the value B.
Taking into account expenses, we determine the profit from new orders and the effectiveness of advertising, this is the value C.
Efficiency is determined by the formula: C = B – A.
The C indicator should be positive or zero, which indicates that the goal of attracting new customers has been achieved and additional sales in the future can generate profit.