Study of communication effectiveness

Making specialized measurements on the basis of which the company can determine to what extent the content communicated by it achieves the intended effects.

The most common goal of the sender of an advertising message is to increase the profits from the sale of goods or services offered by him. During the advertising campaign, he must carry out research that will tell him on an ongoing basis whether the activities he conducts as part of the promotion achieve the intended effects and whether the expenses incurred for the promotion have a chance to pay off and to what extent.

At the very beginning of advertising, we must define what exactly we want to achieve and what we are striving for. This will make it possible to determine at the end of the promotional activities whether the set goals have been achieved or not. If this is not the case, then we cannot say that the advertising campaign was successful.

When examining the communication effectiveness of an advertising message, we most often measure the degree of its reaching the addressee by specifying the reach of the advertising message - how many people saw the advertising message - and the frequency of the advertising message - how many times certain people have had contact with the given advertising messages.