Monitoring the progress of the advertising campaign

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The main functions of control over the implementation of an advertising campaign are the assessment of the qualitative and quantitative indicators of the results of marketing activities. It is mandatory and is the most important part of management activities.

The main goal of control is to check the compliance of the achieved goals with those planned at the campaign development stage. As well as to ensure parity between the main objectives of PR activities and the direction of the organization's marketing policy as a whole, to evaluate the effectiveness of the events held, the costs incurred, etc.

Thus, control is necessary to identify the occupant resident lists objective result of an advertising campaign.

It is usually carried out in several steps:

Setting objectives and standards for conducting events.

Evaluation of actual results achieved , analysis of advertising activity indicators.

Identification and justification of the reasons that caused the discrepancy with the plan.

Finding solutions to eliminate factors that hinder the achievement of effective results or identifying those that contribute to increased productivity.

Advertising campaign control

All methods and ways of controlling advertising activities can be classified on different grounds. However, there are general principles of its structuring that are used in modern business:

Based on the goals of marketing activity control, two types can be distinguished: tactical and strategic;

Depending on the time of implementation, control can be : preliminary, the main tool of which is trial testing, and subsequent, which is carried out at the end of the advertising campaign. The latter is aimed at determining the effectiveness of the activities carried out by the organization;

Subsequent control , in turn, is divided into intermediate (monitoring the implementation of the company's marketing policy standards) and final, which is a comprehensive analysis and evaluation of the results obtained during advertising activities.

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For the most effective implementation of control functions for managing the company's marketing activities, it is necessary to ensure the availability of a statistical data accounting system. Its essence lies in the reflection of all the main indicators of the company's advertising activities, their structuring, demonstration of interrelations and analysis of their dynamics.

Based on the results of statistical control, it is possible to make reasonable forecasts about the feasibility of certain activities, and to promptly assess risk factors and the effectiveness of advertising.

Peculiarities of analyzing the results of an advertising campaign
The main task facing any organization when planning an advertising campaign is to ensure that it helps achieve the set goals, attracts the audience's attention to the product, and, consequently, brings profit and recoups the costs invested in this process.

Peculiarities of analyzing the results of an advertising campaign

Despite the apparent simplicity of the calculations, one should not lose sight of the fact that the profit received consists not only of advertising revenues and funds spent on its launch. It should be understood that the effect of marketing activities has a multidirectional nature on various objects, and therefore there is no single formula for determining their effectiveness. Nevertheless, two factors can be indicated that need to be paid attention to.