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JUNE 2016 •
PPB
• 61
PPAI 2016 BUYERS STUDY
MARKETING
Are Your Company’s Ad/Marketing
Campaigns Measured?
Do You Measure Ad/Marketing
Campaigns Created For Clients?
46% 46%
8%
33% 50%
17%
Always
Sometimes
Never/DK
Never/DK Sometimes
Always
55%
57%
47%
48%
28%
17%
66%
57%
49%
48%
31%
14%
Number of inquiries/leads vs. previous/no promotion
Sales vs. last year same store/market sales
Attendance/participation vs. previous/no promotion
Goal achievement vs. previous/no promotion
ROI or ROMI — sales vs cost of sales campaign
Donations vs. previous/no promotion
Significantly higher for Advertiser
vs. Agency (61% vs. 50%)
FEATURES MOST SUITED TO COMPANY OR CLIENT NEEDS
80%
71% 69% 67%
61% 58% 56%
43%
Usefulness
Relatable to
industry or
promotion
theme-specific
Uniqueness
Illustrates
feature of
product/
service
Use or
display in
strategic
location
Display
second-
party
exposure
Personalize
the message
Versatility
in addressing
the five senses