Tobias Reed Production Knowledge Lead at 4OVER4.COM
Tobias is our voice for cutting, binding and large format, built from the knowledge of our production team, with over 20 years in printing.
Question
How do I measure a public health print campaign?
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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