Practitioners Usage of Measuring Methods for Traditional and Digital Advertising Campaign:

Document Type : Original Article

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Assistant Professor, Public Relations & Advertising Department, Faculty of Mass Communication, Cairo University

Abstract

Researchers focused on developing different methods to measure the effectiveness of the advertising campaign either the traditional or the digital ones. Advertising campaigns plays an essential role in creating awareness about different products and services, and in reaching out effectively to the target audience.
This study seeks to answer the following question to what extent the practitioners are aware of measurement methods for traditional and digital advertising campaign and to what extent do they apply it? In addition to understanding the benefits of such methods from practitioners’ point of view and what kind of obstacles they face when applied.
The results revealed that practitioners are aware of different measurement methods either for the traditional or the digital advertising campaign, also they apply such methods.
Practitioners apply measurements related to “attitude change”, “pre and post-test” and “information processing to evaluate the traditional advertising campaigns, in addition to implementing other methods to measure the effectiveness of online advertising campaign as “Number of Followers” and “ Ads Likability”.

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