Control of advertizing campaign, the analysis of its current results and assessment of their efficiency is the integral stage of all the process of planning of advertizing activities. Control of advertizing campaign is not 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 obvious (calculable) increase in sales volumes. Moreover, 3 out of 10 campaigns eventually cause drop in sales. If not to watch the campaign course,absolutely unexpectedly it is possible to receive such result when to take measures for correction of a situation is already too late.
You should not "stand still" especially when all market factors say that your advertizing achieves the goal of sale. Development of economy has nonlinear character. Therefore in your interests to earn more when the market gives opportunities.
Expensive segment of the market always sustains losses during crisis, and the cheap segment violently develops. You always have to have an anti-crisis marketing plan. As a rule it includes measures of stabilization of sales at the level, which is optimum for the company.
There is a proverb "Don`t put all the eggs in one basket".
So we recommend to test regularly a possibility of creation of growing-points in sales on the basis of cheap goods and services. Ideally, the creations of a separate cluster under a separate brand. While comparing results you will be able to draw conclusions on ways of development of the company and marketing in this period.