How to Write a Report on an Advertising Campaign
by Felicia Greene
Advertising campaigns typically promote a product or service. For example, a national automaker introduces a new vehicle model with print advertisements in newspapers and magazines. The company also might place graphics-rich ads on websites to reach the vehicle’s target market.
This combined media blitz generally produces more desirable results than occasional ads without a central strategy. This automobile manufacturer, or any business selling a product or service, evaluates its campaign’s effectiveness based on defined criteria. A written report provides an objective campaign analysis, highlights favorable results and identifies areas in which advertising strategy adjustments are appropriate.
Summarize the advertising campaign’s goals. Restate one or more concrete outcomes you wanted to achieve from the ad campaign. For example, a retail business may want to increase sales by 10 percent by the campaign’s end. A restaurant owner may desire to increase his daily customer count by a certain date and perhaps increase the amount each customer spends. Stating a goal in concrete, measurable terms allows you to determine when you have achieved the goal.
Describe the competitive landscape during the campaign. Understand that you have not conducted your advertising campaign in a vacuum. While you have been running your goal-oriented ads, your competitors have been implementing their own strategies.
For example, a competitor may have countered your 10 percent store coupon with a 20 percent discount coupon. A restaurant owner’s happy hour specials may have spurred a competitor to roll out an entirely new happy hour menu. List each competitor’s advertising and marketing activities during your campaign period, and discuss how those strategies have affected your business.
Illustrate the campaign’s concrete results. Use sales figures, spreadsheet-based graphs or other graphics to objectively present the outcomes. Analyze the varied media’s effectiveness, as well.
If you own an auto dealership, for example, you want to know how the national automaker’s ad campaign affected your sales results during the campaign period. One simple method is to ask showroom customers how they learned about the new vehicle. Use other tracking methods, such as print ads’ different toll-free numbers and Internet ads’ varied response codes. Combine your data with relevant statistics provided by the manufacturer.
Discuss recommendations for future campaigns.
Summarize advertising campaign components that produced your desired results.
Show, for example, how portable electronic device ads attracted a younger target market.
Additionally, present those campaign tactics that did not meet your expectations or even failed miserably. For example, show how a vehicle advertising campaign did not produce adequate sales because that market segment already was saturated with competitors’ vehicles. Analyze information about the product’s market position, and explain how that position is expected to change. List recommendations to improve your next ad campaign’s chances of success.
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