Objective

To perform an ongoing evaluation of various communication activities with a focus on TV advertising. The evaluation includes advertising recall for the brand in its competitive environment (including channels and content) as well as detailed assessments of individual marketing activities and their impact on brand image.

Method

This is a quantitative monitoring tool designed to be used regularly, in which the relevant target group is reached using online interviews. The sample size of n=800 allows specific core target groups to be observed and significant developments across the survey waves to be presented.

Output

The results are used to show the most important KPIs of the various communication activities. They indicate how advertising recall on the market develops and illustrate how this affects brand perception over time. This allows us to provide advice on how to optimize advertising channels and content.