Reasons and forms of evaluating the effectiveness of advertising the case of the chemical industry in Jordan

Abstract

Many organizations relate their success to the use of creative advertising campaigns. To develop persuasive and effective advertising campaigns, all elements (i.e., media-related, audience-related and message-related issues) must be carefully considered. Advertising is a very costly business and, if properly developed, could be used as a very sharp weapon to encounter competition. Therefore, developing and maintaining effective advertising requires continuous evaluation. Using a quantitative approach, this study aims at examining the reasons and the forms of evaluating the effectiveness of advertising of Jordanian manufacturers of chemical products. Many conclusions and recommendations are reached, which could be of great importance to those manufacturers.