Market Measure Cozint

Posted on November 13, 2011 by Admin
Market Measure Cozint

Market Measure Cozint

One of the most common questions asked by small businesses and their owners is; 'how do I measure advertising results?'. But before answering that question you need to ask a different one first; 'is my advertising measurable?'. The answer to that question is yes – and no.

It depends on the type of advertising you do and what the point of it is. As outlined in Marketing your Hobby, there are three different kinds of marketing or advertising activity; Infrastructure, Reactive and Proactive. For this article a fourth needs to be considered; Awareness. Briefly, these are;

  • Infrastructure is what you need to be in business, e.g. your business cards, leaflet, website etc.
  • Reactive items help people looking for your product or service find your business. Directories are a good example.
  • Proactive is actively hunting for prospects, perhaps via outbound calling or direct mailing.
  • Awareness activity is designed to get your business name around, so it could include sponsorship or certain types of newspaper adverts.

The purpose of the activity is the key thing to consider. If the purpose is to generate a response, e.g. get a prospect or customer to do something, then it’s measurable. If it’s to create awareness, measurement is possible but more difficult.