Measuring Advertising Campaigns

This week, an Oregonian article about the Brand Oregon campaign discusses the lack of measurement of the campaign's results and therefore the lack of support for the campaign. When embarking on a new brand or campaign, it should be standard practice to set up measurement goals at the outset, or at least some key performance indicators (KPI). Without describing what success means for a campaign, how will advertising practitioners justify their efforts to clients? If the marketer (agency) isn't the first to pull out the ruler, then someone else invariably will. And isn't it better to initiate that conversation than to have your client do so for you?

At YRG we strive to implement measurement milestones and tracking mechanisms to demonstrate results of a campaign. While sometimes constrained by budget to do a full-fledged measurement study, it's always best to counsel clients to invest in measurement. Otherwise the relevance and effectiveness of a campaign (and thereby the marketers' work) can be called into question.

07.31.07 // 11:20am