Assess Advertising Concept Effectiveness

While many advertisements have a chance to win graphic design competitions, most do not deliver on the simple, fundamental, characteristics required for effective marketing communications. Read this summary to learn the key characteristics of a solid advertising concept, and download our Advertisement Evaluation Matrix.

What Makes an Advertising Concept Effective?

• Engaging – does the advertisement stop the reader and engage them to continue spending their time to learn more about your offer?
• Credibility – are your claims believable? Can they be backed up?
• Impression – will the ad be remembered? Does it create a lasting impression? How likely is this ad to be recalled in a future survey?

Analyzing Competitive Ad vs PR Spending

Measuring the effectiveness of your PR process is not a simple task, especially if you don’t have the budget for PR-coverage subscriptions. Just as challenging is demonstrating that your organization is better than the competition with leveraging PR to save on ad spending. Following is real-world method to handle these chores. Use Demand Metric’s Competitive Ad vs. PR Analysis Tool to start tracking your media coverage and benchmark your ad/PR-spending ratio against your competitors.

Benefits of Analyzing Competitive Ad vs. PR Spending:

• Competitive Insight – tracking ad placements and PR coverage provides a framework for discovering ad spending benchmarks within your competitive environment, and allows you to examine how PR is being leveraged. You may discover that one competitor is heavily pushing a certain message, or that another is deploying a pull strategy based on product-feature benefits.
• Save Money – organizations that effectively use public relations can save volumes of money that would otherwise be spent on advertisements.
• Better Leverage Public Relations – by determining how your competitors are leveraging public relations in their media mix, you can learn how to become more proficient in this area of demand generation.
• Measure Ad/PR Effectiveness – the first step in measuring a marketing program is to document the activities that are involved. Proactively monitoring your most important industry publications will provide a basis for tracking leads and sales that results from advertisements and press releases.