Control
This way, you stay in control before, during, and after the campaign
In the final phase of the advertising campaign, you review everything once more. We’re not just talking explicitly about monitoring success during and after the campaign, but also about tests before the launch of the advertising campaign. Of course, this also includes the dry profitability calculations, but that’s hardly the point. Ideally, the return on investment exceeds the costs, meaning you’ve made a profit. When it comes to advertising concepts—as with all aspects of marketing—after the test is before the test. On the one hand, trends are constantly changing, so you have to adapt your strategies, channels, or layouts; on the other hand, with digitalization, you simply have to remain flexible!
We divide the monitoring process into two phases
The Pre-Test Phase
→ Before and during the campaign
- Feedback during the campaign’s implementation phase
- All aspects are evaluated based on the target audience’s response
- The effectiveness of the communication is assessed
- The design is modified until the ideal advertising impact is achieved
THE POST-TEST PHASE
→ after the campaign has run
- Effectiveness monitoring to determine advertising goals and target audience accuracy
- Analyses (analytics), surveys, reactions
- Here, you can also use the testing methods from the pre-test phase
Here is an example of a cycle for monitoring advertising success:
