AboutPeter Gabany Expertise Strategic planning:
Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched
Experience Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.
Question ok...Thus I would like to ask you only one question...how to measure public hospital ads...
thank ka
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Answer Really, I need far more information than you are offering as there are so many ways to measure. It would be helpful to know what was the objective of the ad? How many ran? Where did they run? What were the frequency and reach objectives? What was the readership for the different publications? What is the audience numbers for radio and tv? What size were the ads? Colour or black and white. Right or left hand page placement? In front of the publications or in the fray? Are the publications full of ads or spartan?
The easiest but not very rewarding is to determine the readership of the assorted publications. Multiply the readers per copy by the readership numbers and providing you have some way of tabulating the metrics at source - i.e.: I saw you ad, I came in because of your ad etc, or there is a credible bump in traffic at source (in the hospital) little else can be determined.
At best you will be able to show the number of projected impressions and the corresponding increase in traffic to the hospital.
