Snapshot : Media agencies sometimes recommend you spend your media budget with a single media supplier to get a better deal. This leads to media sales
How this guide raises your game
1. Learn how to evaluate and give feedback on the advertising idea from your marketing agency.
2. Identify your options to track and measure advertising impact on your performance.
3. The importance of reviewing and learning from competitor advertising.
In our guide to how to advertise, we cover the basic advertising development process. These are the seven key steps you go through to make an advert.
But at certain stages of the process, you also need to practice the skill of advertising evaluation. This requires you to analyse, question, test and make decisions about your advertising to improve it.
Firstly, at the agency proposal stage, you need to review the advertising idea. You need to decide whether it will meet your business, marketing and communication objectives. And give feedback before the idea can move to production.
Secondly, when your advertising goes live, you need to evaluate the advertising impact on sales and brand measures. You need to capture data and analyse it to work out the impact of your advertising.
And finally, from an advertising evaluation point of view, you should review competitor advertising on a regular basis. So you can learn learn what works and what doesn’t in your category. Because, this helps you improve your own advertising.