Essentially, consumers will react to advertised communication if they believe the advertiser has filled a specific need or want. Once they are in your store, branch or place of entertainment, chances are that consumers will impulse-spend on other available items or services. Being able to monitor and track the additional spend could mean the difference between an increased, or cut, advertising budget.
In a nutshell, advertisers and marketers have a budgeted amount for advertising and media spend each month. January's campaign may have provided fantastic sell through results, while the identical media campaign in February saw an unexpected downturn in sales. The factors influencing sales are many and may include the media planner being unable to secure the same media time slots or print space as the original campaign, instead supplementing with different programmes, pages or radio stations, albeit in the same time frames as before.
Other factors which may have influenced the different result include increased competitor activity, pricing changes from suppliers etc. By using a scientifically formulated solution to track advertising spend across all media, tangible and quantifiable results emerge.
A solution such as this will tell the marketer which products have sold better against their competitors, in which branches, and how each brand responded to the media mix - it will show how sales were directly affected by the radio campaign, as opposed to the five billboards on national roads.
With online access to daily sales reports and undeniable facts stating which media was more effective over another, marketers and advertisers will not only see how their budgets have performed, and what the advertising effect had on non-advertised lines, but they are able to maximise their budgets with the potential to increase overall sales by as much as 20 - 30%.
