Question
How do I choose the right tobacco day print campaign analysis approach?
Answer
Match the analysis method to what you are trying to prove.
| Goal | Measure with |
|---|---|
| Awareness | Surveys and recall studies |
| Action | Quit-line calls and enrollment sign-ups tied to specific pieces |
| Reach | Impressions by placement and format |
| Cost efficiency | Cost per response and per conversion |
- Use one tracking mechanism per format so the results are not blurred together
- Test different messages on reusable signage to see which drives more response
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