1- Descriptions
Lastly, the company must go for the descriptions of their brand and competitor’s brands to evaluate what distinctive features do the respondents recall and remember.
Some other metrics to measure how effective the brand awareness campaign has been, companies often use:
a) Impressions:
Impressions represent the number of times that the ad has been viewed. They are important to keep track of as it shows how many people have laid their eyes on the ad. However, this number does not depict the number of people who have purchased the brand but it helps in making people aware of your brand and making them remember your slogan and logo. Cost per thousand impressions is often calculated by companies to measure the cost of campaign.
b) Customer Engagement:
Customer engagement can also be checked to measure the effectiveness of brand awareness campaign. The measure used is the Click-through rate (CTR), which is the number of times an ad is clicked. This is especially useful for online websites. This click through rate is often lower on display networks as compared to search networks and a good click through rate must be 1% or higher on search networks.
c) Conversions:
Other measurements like conversion can also be used for display network ads as it helps the company see whether the ads are making the target market behave in the desired behaviour, i.e. via increased sales or more sign ups etc.
d) Reach and Frequency:
Another measure to check the increase in brand awareness is the reach and frequency. Reach is the number of visitors or audience who have been exposed to the ad and were targeted to see the ad. An increased reach means that more potential customers have seen the ad thus leading to an increased brand awareness. Frequency is calculated over a period of time for the mean number of times an audience or visitor of the website was exposed to the ad.
1描述
最后，公司必须为他们的品牌与竞争对手的品牌描述评价什么特色做受访者回忆和记忆。
其他一些指标来衡量如何有效的品牌宣传活动以来，公司经常使用：
一）印象：
印象代表时代的广告已经被数。他们是重要的跟踪结果表明有多少人把他们的眼睛对广告。然而，这个数字不描述谁购买品牌的人数也有助于让人们知道你的品牌，让他们记住你的口号和标志。每千人印象成本往往是按公司衡量活动的成本。
b）顾客参与：
客户也可以检查衡量品牌意识活动的有效性。测量用的是点击率（CTR），这是时代的一个广告点击数。这是特别有用的在线网站。这是显示网络点击率往往比较低的搜索网络和通过率一个很好的点击必须是1%或更高的搜索网络。
C）的转换：
像其他测量转换也可以用于显示网络广告，它有助于公司看广告是使目标市场行为所期望的行为，即通过增加销售或更多标志UPS等。
d）达到与频率：
另一项措施检查品牌知名度的增加是达到和频率。到达的游客和观众已经暴露在广告和有针对性的去看广告增加达到意味着更多的潜在客户所看到的这样，从而提高品牌知名度的广告数量。频率在一段时代的观众或访问网站的平均数计算时间暴露于广告。
