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STEP 7 – Measurement and Review
It is important to monitor the success of your campaign against your original objectives. A return-on-investment (ROI) has to be obtained. Measurement comes in a variety of ways, although movement of product - or sales - is the purest form of effectiveness. Awareness and category movement is often intangible and more difficult to quantify.
The simplest way to measure the effectiveness of your campaign is to add a specific response mechanism or code to the poster campaign and then track feedback against these codes. Where this is not possible (in areas like the UAE) you need to consider Pre- and Post- campaign analysis, measuring key performance indicators such as brand awareness or visitor numbers before, during and after a campaign. These measures work best when run in isolation, or where you can measure against a control area or region where the poster campaign is not taking place.
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