Advertisement Effect Rating
The effect of advertising activities can be verified through an enquiry among the addressed target groups. The impact of the advertisements is investigated in several steps in a qualitative and quantitative manner.
Practical Example: Tracking Study
2008 Hopp & Partner has studied the impact of a nationwide advertising campaign in two representative population surveys for the Zukunft Kino Marketing GmbH. Through the analysis of the differences between baseline measurement and subsequent measurement the importants of the insights about the campaign effect could be obtained:
- Actual coverage of the campaign by target group
- Factual perception of advertising according to established communication channels (media)
- Identifying of better and less viable campaign themes
- Review of campaign success through campaign memory and the image change of the campaign
Important features for the measurement of advertising effectiveness:
- Brand Awareness
- Advertising recall
- Advertising recall according to media
- Advertising content reminder
- Campaign sympathy
- Intention to buy / use
About benchmarking data collections the communication success of the campaign in relation to the estimated budget can be evaluated and set.
Tracking Study
About Pre-and post measurements the success of advertising campaigns can be measured. There you can identify "hard" features such as the increase of brand awareness and produkt knowledge. You also can identify the effects on the brand image.
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