Definition of Marketing Effectiveness
Marketing Effectiveness is defined as the quality of a marketer’s style of going to the market with the aim of optimizing their spending in order to achieve positive results for long-term, as well as short-term basis. Marketing Effectiveness is even linked to Return on Marketing Investment alias ROMI and Marketing ROI too.
Marketing Effectiveness is as crucial as marketing itself since marketing cannot become effective until it is measured in a proper manner.
Textbooks on Marketing Effectiveness
Marketers need to refer to related textbooks regarding the topic of Marketing Effectiveness to make their marketing campaigns cost-effective. Hence, here are some details of textbooks on Marketing Effectiveness as follows:
- Improving Marketing Effectiveness by Robert Shaw (Published by Robert Show – Year 1998).
- Market-Share Analysis: Evaluating Competitive Marketing Effectiveness by Lee G. Cooper and Masako Nakanishi (Published by Springer Science & Business Media – Year 1988).
Examples of Marketing Effectiveness
Example 1: An interesting example of Marketing Effectiveness can be its dimensions within the corporate sector. Each firm within the corporate sector operates its marketing effectiveness in a different manner. Many of them provide information about their brand or product to consumers via sources such as advertisements or source of mouth. Finally, it depends upon the consumer to decide upon their purchase decisions regarding the firms’ products or services. This decision’s result will, therefore, reflect the marketing effectiveness of a particular firm.
Example 2: Another interesting example of Marketing Effectiveness can be its dimensions due to exogenous factors. There are numerous other external factors that are beyond the control of marketers, and they can impact the marketing campaigns of brands. Such factors can be interest rates, government regulations and so on. If marketers can understand the ways of handling these factors, then they can plan on their marketing effectiveness in an appropriate manner to yield desired results.
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