It is increasingly becoming important to measure the effectiveness of advertisement campaigns in order to ensure that an organization the goals of the advertisement. This paper evaluates the effectiveness of the Hardees ad and Super Bowl advertisements. According to (Brassington & Pettitt, 2012), the most effective criteria for evaluating the effectiveness of advertising depends on a number of variables, such as the type media used, the advertising goals, the cost of evaluation, the level of reliability and precision required, the value that the business places on evaluation measures, the audience for the evaluation, and the budget.
The kinds of testing that I would use before the ad, include concept testing, consumer juries, focus groups, dummy vehicles, readability, theatre, and psychological tests. In both ads, the advertisers could have used in-depth interviews, concept tests, consumer juries, and focus groups to determine which of the proposed ads provider the best option by using ranking and prioritization procedures. Ads that pass this stage should undergo further testing to tell the extent to which the intended message is accurately decoded. Conducting reaction and comprehension tests helps in preventing inappropriate advertisement from reaching the final target audience.
Post-testing of advertisements helps advertisers evaluate the effectiveness or success of an ad campaign after it has run. The type of testing I would use after running the ads would include unaided recall, aided recall, recognition, and day-after-recall. Unaided recall involves asking respondents without prompt whether they saw whether they saw the advertisement. Aided recall on the other hand requires showing sections of the ad to respondents and as if they have been exposed to such advertisement. Ratings agencies also offer some numerical grade for judging success of programs. In both cases, the ads received mixed reactions from viewers as some thought the ads were disgusting and not suitable for children.
Who do you think the target market is?
I think the Hardee’s ad target the audience of young (18-35) and hungry women or men seeking bigger and quality burger. These ads amuse and appeals to a specific audience even though they can offend other groups including parents and children. Hardee’s ads uses actresses dressed as French maids with the aim of promoting the chain’s new French Dip Thickburger. On the other hand, I think the GoDaddy’s advertisement on Super Bowl targets men given that most of the company’s advertisements feature sexy women with averagely looking men. GoDaddy’s ads on Super Bowl target low-skilled IT professionals, whom, in most cases are males and using attractive females, would attract their attention.
What media strategy would you use to run this ad?
Media strategy is the use of appropriate mix of media to achieve optimum results from an advertising campaign (Conley & Fishman, 2010). The best media strategy for the Hardees ad with Kate Upton would be through internet chat rooms as social media. The target market for this ad is young people and according to (Brassington & Pettitt, 2012), young people do not believe in television advertisement anymore. In addition, this target audience is on the move and TV can provide the best media to draw their attention. This group can access ads through their smartphone and laptop as they engage in social media cites. Methods of measuring effectiveness of the ad in social media would include the number of videos shared and customer sentiments gauged via reviews and ratings.
References:
Brassington, A. and Pettitt, E. (2012). Principles of marketing (6th Ed.). Prentice Hall: Harlow.
Conley, D. & Fishman, F. (2010) Marketing that matters: 10 practices to profit your business. Berret-Koheler Publishers: California
