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The Significance Of The DVD Advertising Scorecard

Apr 2, 2008
The DVD advertising scorecard is a measure for determining the efficiency of using the DVD as a primary marketing tool for promotion.

DVD advertising can be seen as an innovative alternative to CD advertising. Both of these media advertising techniques are tools containing catalogues with more advanced features containing images in audio and video qualities. DVD advertising, though somewhat similar to CD advertising, has been regarded to be more astute probably because of the popularity of DVDs among home theatre consumers and markets. But regardless of their distinct qualities, both of the advertising tools would have similar indicators to determine their efficacy in bringing awareness to the target audience.

Unlike other forms of advertising, DVD advertising is characterized by having high cost per contact. Promo-DVDs are considered to be expensive largely because of the advancement of technology used. Because of the involvement of exquisite cost, it is only proper to determine the effectiveness of the adverting tool.

DVDs are mostly used as advertising tools in the entertainment business. Because of its classification as cinema advertising, this form of advertising has been used by advertisers in targeting audience and markets. In this case, there is a good targeting approach making DVD advertising a viable tool for providing awareness directly to its target market. DVD advertising can be seen as support to advertisers and marketers that use direct marketing approach in advertising campaigns.

Advertisers and companies must be aware of the cost in developing this advertising tool. It is vital then to measure the cost prior to and after the stage of the marketing campaign. The cost, budget, and revenues are indicators of DVD advertising belonging to the financial perspective of the DVD advertising scorecard.

In the internal business perspective, there should be an involvement of evaluation by the stakeholders. Advertisers and companies must expose the promo material to the management, employees, shareholders, and other internal personnel for evaluation and appreciation before distributing it to the target market. The result of the activity can be used as indicator in the internal business approach of the scorecard.

Receiving feedback from stakeholders is as essential as receiving feedback from clients and target audiences. Advertisers and marketers can maintain a record of the number of promo material distributed and a list of potential markets and buyers. From the list, they can conduct inquiry to gain feedback, which is essential in determining the performance and factors for modification and improvement.

The customer perspective of the DVD advertising scorecard may include indicators, such as delivery performance to customer by date and volume, customer inquiry rate, and customer feedback. Inquiring the customer about the contents of the DVD advertising can be crucial in determining the quality of feedback and consistency of the advertising campaign.

The DVD advertising scorecard includes perspectives to derive the total performance of the marketing campaign. The indicators in DVD advertising are crucial in determining the performance of the perspectives in the scorecard. Using DVD advertising metrics is important to help advertisers determine and plan the contents and features for another DVD advertising campaign.
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