Unlike the situation with other advertising media the advertising on CDs is mainly used in such marketing communication activities as direct marketing and sales marketing that means that it is relatively easy to count the sales and inquiries triggered by the promo-CDs. However, the cost of production is rather high especially if to take into consideration not only financial but human and organizational resources that are required to produce a result-oriented high quality promo-CD. Besides in advertising on CDs it is comparatively easy to receive all kind of feedbacks so the company should use this opportunity. And even the nature and number of inquiries may point to some drawbacks and insufficiency of information recorded on promo-CDs. Thus the system of indicators reveals the company's performance from different angles and points to the problems that the organization may face though the roots of them may not be evident.
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CD Advertising revolves around using CDs (Compact Discs) as the advertising media and reaching out to the intended mass of people.
One of the places where compact disc advertising has been successfully used is Banks, where the manager can hand over a CD to the visitor, who in turn can have all the information in digital form.
However, this mode of digital advertising comes with its own set of pros and cons. The former set comprises the easy accessibility to people. However, this medium does not manage to score well when it comes to 'wide usage' and 'targeted' approach. This is because the distributor does not have much control as to who will be getting the 'informative piece' and who can be kept restricted from accessing it.
Consequently, despite sounding an attractive and affordable means of advertising, the success of this multi-media advertising route has not been close to what has been achieved by the other advertising options.
Saying it all, CD promotion is governed by its own group of dynamics. Therefore, entering the domain of CD publicity asks for a detailed and analytical study of the underlying principles and basics.
This is the actual scorecard with CD Advertising Performance Indicators and performance indicators. The performance indicators include: advertising on cds balanced scorecard, number of distributed cds/sales volume ratio, number of cds produced/ number of cds distributed ratio, budget allocated for cd production/ budget spent ratio, number of hours allocated for cd designing and production/ number of hours actually spent on designing and production, number of promo-cds (different) issued and regarded as successful / the number of cds issued, evaluation of cd by the stakeholders (efficient - 100%, inefficient - 0%), number of cds distributed/ number of sales ratio, evaluation of cd by the clients (comprehensive - 100%, insufficient - 0%), inquiries growth (%) following the cd distribution, % of new clients following the cd distribution (for e.g. after exhibition).
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