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 Design/Methodology:
A module within
Winning Brands focusing on advertising communication issues.
Uses ads@work principles of evaluating ads but in a simpler
version. Similar to Winning Brands studies, face to face or
telephone interviews of target consumers for category or general
household/adult sample. It can be used as part of on-going
tracking survey, periodic dipstick or ad-hoc.
Marketing Issues Addressed: |
- Advertising campaign effectiveness in relation to GRPs. Relates the campaign to brand equity.
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Analyses Delivered: |
- Key measures of advertising performance based on Empathy, Impact and Communication elements. Tracks advertising effectiveness against GRPs and modeling to determine awareness response to specific campaigns.
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Works With: |
- Media measurement data, advertising expenditure data and core WB Equity results. EPIC KPI measures link with ads@work and packs@work.
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