Rationalization of advertising decisions through the measurement of its effectiveness

Riad Meriem¹, Abderezzak Merouane²

¹ Dr., Univesristy Center Morsli Abdellah, Tipaza, Algeria meriemamal2012@gmail.com

² Dr., University Center Morsli Abdellah, Tipaza, Algeria, r-meriem@hotmail.fr

 

 

Abstract

Advertising expenditures account for a large share of total corporate spending, given their contribution to the expansion of the customer portfolio, which ensures their continued growth.

As a result, the effectiveness of ad campaigns has become an obligation to promote the sustainability of a company's growth.

Thus the contribution of the customer is paramount in the performance of an advertising campaign but especially to the extent of the effectiveness of an advertisement.

What we propose to do in this article is to present the various methods of measuring advertising effectiveness through a case study on a consumer product, which is Laibni cheese from Algeria.

An attempt will be made to answer the following two key questions:

- Is advertising effective? Because many financiers are asking this question and even firmly on the contribution of advertising in profitability;

- Can we measure the effectiveness of advertising? This means that if there is no modeling possibility, it is possible to measure at least the opinions of the target audience in order to compare the sales as well as the market shares pre and post diffusion.

The answers to both of these questions have a direct bearing on the decisions made by commercial and advertising managers in terms of efficiency and achievement of objectives.

Keywords: Advertising, decisions, client, effectiveness.