(Campaign specific) advertising effectiveness research
Advertisement is a phenomenon of learning and forgetting – even more in times of high market saturation and increasing advertising pressure. Controlling the advertising-related return on investments as well as the corresponding brand building is essential and requires high standards in terms of validity, speed and cost control of research instruments.
As long as the intended sample and the incidence are compatible with the medium, online-based advertisement controlling can offer relative advantages.
Within 30-minutes interviews, a reference system (including relevant competitors) can be implemented which incorporates crucial control variables and which also exploits technical capabilities, e.g. sequential recognition. Even explorative questions can be integrated easily, e.g. regarding specific advertising contents (“proven recall”) or advertising evaluations.
Applicable regardless of methodology: The more test intervals set during the advertising flight, the more sensitive the comparison of media input and awareness score (flight-oriented versus flight-accompanied). In particular cases it might be sensible to analyse the results on an aggregated base.
We would be happy to advise and support you in developing a test design customised to your specific advertising activities (media plan) or information demands.