| . has The use of sales comes to mind as a tool for measuring the effectiveness of communication and marketing plan. There are, however, four reasons why it was not always a good idea to rely solely on this variable. 1 - There is usually a target Considering only sales, we implicitly assume that the marketing efforts of only one target is the end product buyers. However, although employees (current and future recruitment is increasingly difficult), providers and legislators are not the primary targets, the fact remains that they buy the reputation of the advertiser and that sales are bad indicator of this reality. |
  2 - There is usually a target Use only sales trends also suggest that the advertising campaign or communication effort is for a single goal. Although the achievement of financial results is paramount, I believe its importance is clearly overrated. Moreover, the new social media (and Internet in general) make it relatively easy to quantify other elements of the marketing plan. 3 - It is not intended as short-term goals Our consumer society tends to reproduce the instantaneous research objectives equally short term. But also sales the next quarter, the brand must continue to perform over many years. By focusing too much on sales, so we forget a necessary sustainability of the brand. Unfortunately, for managers to financial guidance, advertising is not only a fuel directly stimulating but a tool whose repercussions are many more intangible, including with respect to the image of the brand. 4 - The purchase process is not simple or dichotomous Measure sales exclusively to judge the effectiveness of a campaign reflects a poor understanding of consumer behavior. Without the theory of hierarchy of effects (ie attention-interest-desire-action) does not apply to all products or services, the fact remains that certain notions of fame and familiarity are the place to be trade efficiency. The absence or presence of mask sales, therefore more complex processes of change in attitudes that will affect their future sales. If the measure of sales was perfectly valid, we could give it more credit. Unfortunately, the beautiful causality attributed to him following an act of communication is rarely deserved. For there to be causation between two events (advertising and sales for example), we must find a number of conditions, the most important being the absence of external influences. But in social sciences in general and marketing in particular, the external variables are legion. Whether for better weather that almost saw a stock shortages, a lack of training vendors, there are a host of micro-events that can influence the course of events and the perceived impact of gesture communication. . PS To learn more about consumer behavior, please read my other tickets . , |
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