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Measurement of effectiveness of advertising media

Necessity of marketing research for measurement of the effectivenes of advertising media is explained by the following factors:

Development of new communication channels and and traditional channels wearout
Competitive expansion among advertising medias
Changes in behavioral responses of the population
Fragmentation of mass media
Media-inflation
Growth of clatter
Legal limitations of advertising certain product categories

On the one hand, it is easier for advertisers to choose advertising media relying on the marketing analysis of the consumer target audience and comparing them with the alternative solutions, on the other hand we still need arguments in order to demonstrate to advertisers the appeal and effectiveness of specific advertising media, especially - new media.

Marketing research for evaluation of effectiveness of advertising media consists of the following essential modules:

- Overall comprehension of a media (target audience attitude to a concrete kind of an advertising media, overall emotional and visual perception of an advertising media, compatibility with the environment)

- The alternative analysis (how much the media stands out in comparison with the total list of alternative medias (ranking is performed by 10-15 criteria), contact cost as regards analogous medias, contact result)

- Product categories (product categories which can be advertised most effectively by placing the advertisements on a concrete advertising media, the affinity of the media with the goods advertised)

Please, contact our client manager if you want to acquire a more detailed information about the specific features of our market and consumer research methods and to receive a consultation in accordance with your current tasks to welcome@vectorma.ru or to +7 495 6427856.