Answer
The importance of evaluation of the effectiveness of advertising is listed below:
(i) It is generally opined that much of advertising expenditure is wasteful. Proper evaluation would help in finding out whether it is really wasteful and if so how much of it is so.
(ii) Evaluation reveals the strengths and weaknesses of different media and thus provides useful guidance for future media planning.
(iii) Through suitable methods, the draft of a message or a copy can be tested beforehand so that preventive steps may be adopted and waste reduced.
(iv) The whole process of evaluation leads to a body of recorded experience which may be useful not only to the improvement of advertising but also to better planning.
(v) Evaluation shows not only which advertisements are less productive but why they are so. So it indicates the sources for greater effectiveness.
