Performance Indicators
It is possible to test one or more themes of a single campaign (single-concept) or of several alternative campaigns in comparison (multi-concept).
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Measurable performance parameters of the means of advertising
- Enforcement power
- Attention strength in the environment
- Spontaneous attractiveness
- Communicated content
- Reminiscence
- Quality of reminiscence
- Attributed product features
- Assessment
- Total liking
- Characteristics of liking
- Characteristics of disliking
- Brand adaptation
- Emotional activation
- Emotional features
- Willingness to recommend
- Acting relevance
- Intention to use
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For each theme a number of standardized parameters of the advertising effects are determined. The data will be collected online within the relevant target group and according to scientifically accepted methods. The following aspects will be tested:
- Enforcement power in the real advertising environment
- Communicated content
- Assessment (likes/dislikes)
- Activation
- Distribution of attention
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