This research aimed to know how we can evaluate the effectiveness of advertising
campaigns in general, then it focused on the most important models; that are used in
evaluating this effectiveness depending on consumer’s behavioral response.
The ap
plication has been applied on the advertising campaign about the energy label
in the Syrian television. The questionnaire was designed according to AIDA model; that is
used in evaluating advertising effectiveness, and The survey has been done toward the
consumers responses; by using a random sample consisted of 387 consumer in lattakia city.
The research results were:
1- the advertising campaign achieved the effectiveness in attracting consumer’s
attention to it, and in triggering consumer’s interest to its subject.
2- the advertising campaign did not achieve the effectiveness in creating consumer’s
desire to buy, and in leading consumer toward action for actual buying ( or thinking to buy
in the future ) the electrical appliances according to energy label standard.
The research suggested a number of recommendations, that if they are applied, they
may be helping in improve the effectiveness of advertising campaigns in the future about
energy label subject, or about the similar subjects.