Marketing specialists and the benefit of trying advertising
For the development of advertisements it is necessary to study the market and what the market is looking to find. With this, we have to design the initial idea of how we want to reach the client, from how, in what means, among others. For this, advertising must also pass checks that comply with what the company is trying to transmit and to capture potential customers and consumers in the market. So, knowing that many times marketing specialists after multiple times advertising ends up changing minds and in many cases making a bad decision. As much as we feel that many times the first option is correct in advertising, but it may not really reach the customer because it never tested one, that is why I consider that it is very necessary to test the advertising.
So why is it necessary for companies to test advertising? Making an advertising test will give us an indicator of how it is going to be perceived by the consumer. So, we will find ourselves from the fact of the effectiveness and ineffectiveness of the different strategies used within advertising. For example, in our company we want. On the other hand, this will also determine whether we must invest or continue investing in an advertising project. With the information captured in the tests, it will be determined if the project is really profitable and we can recover the money invested after a while. But we always have to keep in mind the fact that they are evidence, that give us a possible real situation. To do this, we must also establish good indicators to measure advertising and what we want to raise from it. It is necessary that they are the necessary and not all possible indicators, because that is where measurement errors can enter. This is what Kotler and Keller (2016) mention “Critics of the previous testWithout testing we can have a greater loss, because we can lose consumers for not giving them the correct vision of the product and the company.
With this, we are called controlled marketing experiments, these are those that within specific exhibitions or advertising can be found a correct metric about advertising itself. That is, by clicks, visualization, among others. It is also necessary to remember that not all experiments are equal and not each advertising campaign either. Because developing two relatively similar campaigns must not necessarily have the same public response.
As mentioned above, it is necessary that to make the measurement that you have a very clear idea of what you want to achieve with advertising. That is, to have the idea from the most general and find the exact point of what you want. With this, see how to create the correct experiment or proof to get the answers to our question. And finally we should not fear constant tests, obviously improving advertising according to how consumer perception moves. Without exceeding in terms of capital and without wanting to achieve perfect evidence because it is said is a test. In addition, as mentioned in the table of some specific strategies of Kotler and Keller, where they mention the participation of mind and heart, where Kotler and Keller (2016) mention that “the participation of mind and heart of consumers falls at the end of the accounts in the end of the accountsa market share ". (P.600)
In conclusion, testing advertisements can give us a scope of how the client can react to advertising. However, it is not 100 percent reliable indicated. Therefore, we have to be as precision as possible as the measurement of the tests so that certain ranges are explicitly sought. Likewise, the realization of evidence approaches the company to the public and with it also wins loyalty by them. In addition, these tests can define whether or not, investing in an advertising project.
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