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Proper Implementation Of Dvd Advertising KPI

Apr 27, 2008
Nowadays, the advertising industry has certainly broadened its horizons, right into mediums that you just might never have thought effective in the industry. Gone are the days when the newspaper is hailed as the solitary effective advertising medium. These days, you can turn to different mediums for effective advertising, namely the Internet, public transport in terms of taxis and trains, the regular truck, and even the DVD. The Internet is understandably an effective advertising medium all on its own. But the DVD as an advertising medium? Just how successful is this venture? You just might be surprised at the fact that it is indeed successful in its own right. In fact, the implementation of DVD advertising KPI would certainly attest to that.

Let us face it: aside from watching the movies at your local movie houses, the DVD is certainly the next step to watching quality movies in the comfort of your own home. In fact, even if you have already seen the movie on screen, if it particularly grabbed you, you would not really hesitate to get your own DVD copy of the movie. And there are so many people all over the world who like to collect DVDs as well! With the popularity of this entertainment medium, it actually makes a lot of sense to mesh this with advertising as well.

What characterizes DVD advertising the most is the fact that it actually comes with high cost per contact. Promotional DVDs are quite expensive primarily because of the technological advancements used in producing these DVDs. Having the appropriate DVD burning software is just one of the expenses entailed in this advertising medium. Plus, there are those miscellaneous costs, like the DVDs themselves and the cases they come in. Therefore, it is a must to measure just how effective an advertising tool the DVD is, and this can be done by implementing relevant DVD advertising KPI.

One great thing about using the DVD as an advertisement tool is the fact that you actually have significant control when it comes to weeding out your target market. For instance, the movie at hand is of the action genre. Thus, the people buying this movie would largely be comprised of males. The appropriate advertisement to include in the DVD should then be targeted to the male market. This is also one facet that you can include when developing DVD advertising KPI.

The financial aspect of DVD advertising KPI should not be disregarded as well. Advertising companies should be doubly aware of the costs entailed in developing DVDs as advertising tools. Thus, you need to measure all the costs entailed before and after the marketing campaign is launched. The budget, costs entailed, and revenues would make great additions to the DVD advertising KPI that you should include on your balanced scorecard.

Since DVD advertising is a medium that is also volatile in nature, then one effective means of determining its effectiveness is through conducting surveys. This way, significant feedback can be taken into consideration towards modification and improvement of the medium's facets. What's more the perspective of the customer should also be considered when developing DVD advertising KPI. Consider delivery performance, customer inquiry rate, and even customer feedback as some of the DVD advertising KPI that you should implement.
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