Evaluation of your campaign on a routine basis will help determine if it's time to make a change.
A glance at the following table clearly indicates the need to evaluate journal advertising campaigns on
a routine basis. All of the products (campaigns) included in this review have done poorly relative to
both ad recognition and product recall. Among the worst performing ads are those associated with Products
G, E, H and C. They almost always fail to improve relative to norm even as spending increases. Ads for
these products should be replaced before they turn into F and D.
While ad recognition for Product B may be approaching the norm, physicians have no idea as to what
product is being promoted. This ad also needs to be replaced. The print campaign for Product A needs
to be watched closely, and unless there is improvement, and soon, it should be replaced.
IF, AFTER AN INVESTMENT OF $400,000, SCORES ARE SIGNIFICANTLY BELOW NORMS, THEY WILL CONTINUE THAT
PATH REGARDLESS OF ADDITIONAL FUNDING. Spending more money does not help an irrelevant, unbelievable
or generic ad that is performing poorly. Such ads need to be replaced immediately when this occurs.
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