Module 7 Flashcards
What is effectiveness?
In marketing and advertising, effectiveness is means achieving the desired results or goals with your campaigns. It’s about how well your efforts work to create the impact you want, like increasing sales, growing brand awareness, or driving customer engagement.
Why is effectiveness important?
- The world of marketing is getting more and more complex. Effectiveness helps cut through the noise by ensuring your efforts focus on what truly works. It simplifies decision-making and ensures resources aren’t wasted on campaigns that don’t deliver.
- Without effectiveness, marketing can feel like guesswork or based on opinions. Measuring effectiveness removes subjectivity by focusing on clear, measurable results, like sales numbers or engagement rates. It turns creative ideas into accountable outcomes.
- Marketing exists to achieve specific goals, like building brands or driving growth. Effectiveness is at the center of this—it ensures that every strategy and campaign serves its purpose and delivers real impact, making all the work worthwhile.
Les Binet and Peter Field Effectiveness analysis
They conducted a comprehensive analysis of the IPA Databank, which contains nearly 40 years of effectiveness awards entries, covering 700 brands in over 80 categories
Creative impact : They found that highly creative campaigns have a stronger, broader, and longer-lasting impact on business success, being up to 12 times more efficient at driving market share growth (though this dropped to 4 times from 2006-2018).
Fame: Emotional “fame” campaigns, which inspire consumers to share their enthusiasm, are particularly effective.
Efficiency: Additionally, creative campaigns are highly efficient, delivering strong results even with lower media investment, but creativity should complement rather than replace proper funding.
Types of objectives, in the context of John Lewis’ ‘the gift that keeps on giving’ christmas campaign
Business: Aka commercial objectives. These are the big-picture goals a company wants to achieve to grow or succeed. They focus on measurable outcomes like revenue, profit, market share, or customer base.
e.g. For JL, this was to generate profit for staff bonuses. They set out to achieve this by, increasing share of department store market and increase sales over christmas
Marketing: These are goals focused on how the marketing team will support the business objectives. They are about reaching and influencing the target audience to drive demand, sales, or brand growth.
e.g. For JL, this was to get customers spending more. They set out to achieve this by increase online and offline traffic, as well as increasing propensity to shop at JL for christmas gifts
Communication: These are goals related to how the message will be delivered and received by the audience. They focus on changing perceptions, attitudes, or behaviours through advertising and other marketing communication. These might be measures like increasing brand awareness or relating to brand image statements, such as standing out or likeability.
e.g. For JL, they wanted to increase brand salience and deepen emotional connection by creating a Christmas ad that would be loved by the British public.
Sainsbury’s ‘Try something new today’ campaign
It took inspiration from a business goal of increasing the average basket size or adding one extra item to every basket. The resultant role of every piece of communication was thus to encourage people to experiment with new ingredients to add to their favourite dishes.
Objectives vs. KPIs
An objective is what you want to achieve, whilst KPI’s are how you measure your progress towards achieving your objectives.
What is brand tracking?
The process of regularly gathering measuring/monitoring how a brand is performing over time.
The two eternal rules of brand tracking are that you must use quantitative data and repeat the same measures on a general basis, as there is no point in looking at these measures at a single point in time. Some brands do this monthly or even weekly, whereas others do it only once or twice per year.
Econometrics
Aka econometric modelling. It is the use of data and statistical methods to measure the effectiveness of communications.
As it is highly complicated and mathematical, an expert would be hired to perform this task. The method can assess:
- the sales effects of advertising
- the sales effects of different channels and, consequently, media allocation
- consumer responses to other models of a campaign, resulting in better timing, phasing and weight of media plans
Pro: It isolates the impact on advertising from other influences and external conditions, such as weather, price increases and competitor spending. It also uses actual data to make conclusions, reducing reliance on assumptions or guesswork. This leads to more accurate and reliable insights.
Cadbury’s case study: There’s a glass & a half in everyone
Commercial objectives: Reverse decline in market share
Results: 4.2 % point increase in market share
22% value sales growth - equivalent to £261m per year
Marketing objectives: Re-establish dairy milk as a much-loved taste of the nation
Rebuild love for the broader Cadbury brand
Results: 30% increase in perceived product quality
Significant increase in ‘taste I love’. Now third most-loved brand in UK
Communication objectives: Make emotionally engaging comms that re-establish Cadbury as a fabric-of-the-nation brand
Results : Comms in top 1% of emotionally engaging ads in Kantar database
80% increase in agreement that Cadbury brings people together
Results from the campaign:
- 75% of British households bought Cadbury Dairy Milk
- 10% of people said they’d heard something positive about the brand, compared to 3% in the two years before the campaign
- 36% more people were willing to recommend Cadbury to others
- 30% increase in perceived product quality
- 2 percentage point increase in market share
Mcdonalds case study: How we got customers Lovin’ it and kept them Lovin’ it, no matter what
Brand building objectives: Rebuild love and trust despite PR storm, trust food quality, value for money, and association with coffee and delivery despite competitor domination
Marketing objectives: Continued growth in customer visits
Commercial objectives: Continued growth of sales revenue within estate no matter what. Initial KPI: increase sales revenue per restaurant by 30% within 5 years
