Measuring the Sales Effectiveness of Advertising

Article Abstract:

The research procedures used by some in the United Kingdom in measuring the sales effectiveness of their advertising efforts are described. Although these techniques do exist they often are lengthy and experimental. An alternative technique for measuring sales effectiveness is presented. This technique involves the development of an ADLAB. The ADLAB would examine the direct effects of television advertising through controlled exposures of ads to consumers who are unaware of the test. This type of testing has been done in the United States since 1964. The advantages and disadvantages of the ADLAB procedure are discussed.

United Kingdom, Research, Television advertising, Advertising research

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Big talk, small talk: BT's strategic use of semiotics in planning its current advertising

Article Abstract:

British Telecommunications devised a culture-based advertising technique in planning its popular 'It's good to talk' campaign. The technique was designed to change long-entrenched gender perceptions about the different ways of using the telephone. Telephone conversation was categorized as 'Big talk,' which pertains to important, information-filled and serious talk as in conversations between men, and 'small talks,' which is characterized by trivial, rambling chat typified by women talking with women. Using this analysis, the company developed a campaign that puts more premium on the emotional benefits of communication.

Wired Telecommunications Carriers, Telephone Communications, Advertising, Advertising and Related Services, Social aspects, Planning, Telecommunications services industry, Telecommunications industry, Telephone services, British Telecommunications PLC, Advertising services, Advertising campaigns

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A simple approach to target market advertising strategy

Article Abstract:

A simple conjoint-based model for the development of promotional strategies designed to attract customers away from a competitor brand is presented. It consists of the descriptive VULNER model and the optimal reach BUNDOPT model. The basis for applying the conjoint modelare commonly collected data on consumers' product perceptions and preferences. It is discussed in the context of a business situation involving credit card strategies.

Methods, Models, Target marketing

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