How to Write a Report on an Advertising Campaign by Sam Ashe-Edmunds - Updated September 26, Although advertising is a creative endeavor, it should also rely on a variety of objective factors and measurements to help a business determine its effectiveness. Meet With Key Stakeholders The first step in creating a report on an advertising campaign is to meet with the people involved.
Share on Facebook A report on an advertising campaign provides any-sized business an objective analysis of the effectiveness and outcomes of a campaign.
It provides advertising and marketing executives, advertising agency staff and other stakeholders with a framework to review the strategy, creative approach and media selection behind the campaign.
The report serves as a basis for assessing the return on advertising expenditure and planning future campaigns. List any major recommendations in bullet point form. The overview meets the information needs of senior members of the review team who only require a summary of the key issues.
Step 2 Restate the objectives of the campaign.
Explain how the campaign was designed to improve share, volume or other factors. Describe any other marketing activities that took place in parallel with the advertising campaign. Step 3 Describe the results of the campaign in detail. Assess measurable factors, such as changes in market share, levels of awareness of the product or the company, numbers of leads generated or value of orders placed directly from the advertisements.
Step 4 Explain any factors that affected campaign results. Review general trends in the market, such as increasing or declining demand, changing patterns of consumption or developments in channels to market.
Describe any competitive marketing activities that took place during the campaign period. List the media that you used and provide a rationale for your choices.
Compare the performance of each medium in delivering results and meeting campaign objectives. Describe the creative strategy and the key marketing messages in the advertisements. If you used different creative strategies during the campaign, compare the results for each strategy.
Step 6 Make recommendations based on campaign outcomes. Suggest improvements to any media selections or creative strategies that delivered poor results.
Consider integrating advertising with other marketing activities such as a telesales support or direct marketing to improve response.
Compare results with the campaign budget to calculate the return on advertising investment and consider changes to the budget to improve return.The House Select Committee’s report will just happen to come out in the middle of the election.
Discuss recommendations for future campaigns. Summarize advertising campaign components that produced your desired results. Show, for example, how portable electronic device ads attracted a younger target market.
Additionally, present those campaign tactics that did not meet your expectations or even failed miserably. Whether you are creating a social media campaign, a viral video, or a traditional print ad, one thing has never changed: The importance of building your message around a consumer benefit.
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Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.: Sponsors of advertising are typically businesses wishing to promote their products or services.
Advertising is differentiated from public relations in that an advertiser pays for and has control over the message.