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Advertising effectiveness measurement

Measurement of advertising campaign effectiveness is a wave research, conducted in two waves (wave No 1 –pre-advertising measurements, and wave No 2 – measurements after the advertising campaign completion). There can be more waves if the advertising campaign is of long duration. Besides, in order to introduce corrections into the advertising campaign, additional measurements can be performed on small samples for operational estimate and, if needed, getting signals for the campaign adjustment.

While conducting the advertising campaign effectiveness evaluation the following indicators are measured as a rule:

Brand recognition (spontaneous and aided recognition)
Advertisement recognition (spontaneous and aided recognition)
Media channels effectiveness (where TA representatives came across the advertisement of the analyzed product brand)
What they remember from the plot/content of the advertising message
Understanding of the advertisement (what was the major idea of the advertisement?)
Purchasing the brand over a certain period
Etc.

Besides, additional modules are added depending on the tasks set before the advertising campaign. Often the study of the advertised product/service image or the competitor’s image is one of the research components. The correspondence analysis is most often used for the brand perception map creation.

The following characteristics are the result of the research:

Analysis of changes in awareness, attitude and consumption of advertised products as a result of an advertising campaign
Shares and structure of consumers, coming across the advertisement
Comparison of effectiveness of different media channels
Evaluation of which elements of the advertisement consumers remember in the first place
Evaluation of how advertising influences the product sales
Enhancement of future advertising campaigns effectiveness and of the advertising budget accordingly

Please, contact our manager if you want to acquire more detailed information about the specific features of our method and to receive a consultation in accordance with your personal tasks.