Goal: It aims at evaluating the promotion with all its aspects from the type of activity to the content and find out the best ways it can reach out to the target audience before the start of a promotion-based marketing activity (promotional gifts, sample distribution, etc.). Promotion efficiency research can be used for each of the following stages:
- Forming new promotion activities
- Measuring the effectiveness of existing promotion activities
How it happens: Before the onset of promotion activities, the opinions and suggestions of target audience regarding the potential promotion activities is gathered through qualitative research techniques. These opinions and suggestions are tested through quantitative research techniques and the most efficient one among them is selected.
Before starting the promotion activities, the results of two separate quantitative research, before and after, are compared with one another, and the influence of the promotion activity is measured.
Using the Promotion effectiveness Research:
- You can choose the promotion activity best suited to your marketing and sales goals and your target audience expectations and habits
- You can foresee how successful promotion activities will be, how they will influence brand image and buying tendencies
- You can evaluate existing promotion activities; you can put an end to failing activities or identify any flaws for a revision
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