Control of advertizing campaign, the analysis of its current results and the assessment of their efficiency is the integral stage of all the process of planning of advertizing activities. Control of advertizing campaign is not a compulsory procedure and, in most cases, companies do not control the course of the process. Instead managers analyze indicators of product sales before the beginning and during all advertizing campaign and then draw a conclusion if advertizing works or not.
However about half of all advertizing campaigns does not lead to a substantial (calculable) increase in sales volumes. Moreover, 3 out of 10 campaigns eventually cause drop in sales. Without proper monitoring the campaign course, there is a possibility of a result occurring that would be too late and/or impossible to correct.
You should not "stand still" especially when all market factors say that your advertizing is achieving the goal of a sale. The growth and development of any business is not linear. Therefore it is in your interests to earn more when the market provides opportunities.
An expensive segment of the market always sustains losses during a crisis, and a cheap segment violently develops. You always have to have an anti-crisis marketing plan. As a rule, it includes measures of the stabilization of sales at the level that is optimum for the company.
There is a proverb "Don`t put all the eggs in one basket".
So we recommend to regularly test for a possibility of creating new growing-points in sales on the basis of cheap goods and services. Ideally, it would present the creations of a separate cluster under a separate brand. While comparing results you will be able to draw conclusions regarding the ways for developing your company and marketing in this period.