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Study on “Fairs, Print, and Internet – Advertisement and Evaluation of its Success”, May 2005
In 1998 and 2002, the AMA Association for Sensor Technology has conducted two comprehensive studies on where AMA member’s customers obtain information on sensors, measuring, and testing technology. This resulted in the ranking from the user perspective on trade fairs as well as print and Internet media. The AMA has now approached this topic from a different perspective. In a study concluded in May 2005, the AMA conducted an opinion poll of its members and their colleagues. The focus was on three points: How do the suppliers of sensor, measuring, and testing technology rate advertisement options of trade fairs, the print media and the Internet? How do they determine the costs and benefits of their advertisement activities? A first result was that these suppliers have a different and more focused concept of “their” advertisement platform than their customers. The assessment of trade fairs, journals, and Internet platforms shows significant deviations from earlier studies among the AMA members’ customers. For direct sales via the Internet there were obstacles due to the product characteristics in the industry.
The study showed a clear potential for improvement in the cost-benefit ratio of the advertising efforts. The suppliers of sensors and measuring technology have a clear picture of the external costs, such as for participation and stand setup at trade fairs. However, the internal costs, espacially for personnel, were clearly not as consistent.
Thus, an analysis of the benefits is not easy. The study shows deficits, which clearly indicate how cost-benefit analyses of advertisement activities can be successfully implemented. Only such an analysis can lead to effective advertisement and thus to the efficient use of limited budgets.
