Posted in Marketing and Strategy Terms, Total Reads: 748
Definition: Keyed Advertisement
These ads enable the advertiser to know where the respondent saw the ad. The ad carries a code identifying the advertisement address, e.g., a newspaper ‘Everyday Post’ may have the code EP for all the ads carried by it. Based on the source of the ads and the responses generated for each, the advertiser can make a comparative study to determine the best method of promoting a particular offer.
So this is a method of indexing advertisements to gauge the effectiveness of the advertising medium, whether it is radio, TV, print or the Web. Various methods are used in the keying of advertisements, such as coupons or asking the respondent to revert back to a numbered department of the company, the number varying from medium to medium.
The usual basis for comparison in analyzing keyed returns is the cost per enquiry, which is obtained by dividing the space cost for the advertisement by the number of responses generated. Analysis of keyed returns can yield patterns in the geographical and temporal distribution of responses, variation in returns with the change in style of presentation, difference in pulling power between one TV channel or magazine and the other, use of space and colour (in case of print ads). However, keyed advertisements have several limitations. The interest of the consumer may not be roused to such a level that they write back to the advertiser, especially when there is time constraint. Only a fraction of the consumers respond even in highly successful campaigns. However, keyed returns are useful in that they are the only tangible returns from the advertisement campaigns and enable the advertiser to make an immediate measurement of the arousal of interest in his product.