A business owner once said “I know that 50% of my advertising is working. The problem is that I don’t know which 50%.” Every month billions of dollars in advertising is wasted. It’s extremely difficult to measure what works and what doesn’t. That’s because no advertising medium exist in a bubble. The advertising you do on radio can impact the response rate of a Facebook post. A Billboard can tap into the branding message you establish in your TV ads.
There are three things you need to consider when evaluating the effectiveness of your advertising. I call them the Big 3: Right Medium / Right Frequency / Right Message. When you speak to the right audience, with enough frequency over time, and communicate a relevant message , your advertising will work.
Do you want to learn more about the Big 3? Right Medium, Right Frequency, Right Message