Step 8. Measurement.
If it works, repeat. If its doesn’t, change.
Ultimately, advertising is about persuading more people to buy more products and services more often. Measuring and evaluating your advertising and marketing efforts is important when building an advertising model — a model that consistently delivers or exceeds expectations, and is repeatable and predictable. Also, recognizing that strategies and tactics that have worked in the past may not work today is all the more reason to evaluate and measure effectiveness. If your efforts aren’t working, evaluate the situation and change accordingly.
Advertising doesn’t have to be like a box of chocolates, where you never know what you’re going to get. Instead, it can be successful and repeatable when you follow a process designed to understand your target and how to better connect with them. Such a process reduces risk and maximizes the return on your marketing investment.
Yes, it’s common sense — but often not common practice.
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