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| Home » Evaluation » Validating Your Success |
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Validating Your Success |
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| A multi-media
PSA campaign can cost several hundred thousand dollars to produce and distribute. It is inconceivable that any organization – particularly non-profits
– would spend this amount of money and not want to know what results they
have achieved with their campaign. There are several ways to validate the success of your PSA: |
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Quantitative – overall station usage, number of markets reached, reach
(Gross Impressions) , frequency of use and advertising equivalency
value are all quantitative parameters to demonstrate PSA success.
Qualitative – factors that are included
in evaluation reports include usage by daypart, use of longer spot
lengths, key market penetration, and number of impressions delivered
to primary audiences.
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| Return on investment – an important way to measure the success of your campaign is to divide the total value of PSA attainment by the cost of PSA production and distribution to show the relationship between cost and return. |
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