Measuring the results on a continuing basis can help you see that your ads keep your business's name before the public and contribute to increasing sales. Planning is important. Before you can evaluate results, you must decide what purpose your ads should accomplish. This Guide gives pointers on planning ads and discusses several ways you can compare advertising and sales.
Advertising is necessary today.
Whether you have a small business or a large one, you must tell groups of people who you are, what you sell, and where you are located. You must tell them when they wish to hear or read about such things. So you must place ads in newspapers, on radio, TV, and outdoor posters, or send out direct mail pieces. As a business owner-manager, you know the money that you spend on advertising must return enough sales and profits in added business to justify the cost of the advertising. In most firms, neither time nor money is sufficient to engage in complicated ad measurement methods.