The history of successful brands, products, and services is also the success story of effective advertising. And the impact of advertising is assured when you understand the subtle mechanisms of individual advertising media in the phases of the purchase decision process and optimize the effective interaction of individual measures.
With clear objectives, we measure the effectiveness of advertising ideas in all conceptual stages and media formats in our advertising pre-tests. We place particular emphasis on:
A comprehensive understanding of the first moment, i.e., the moment when advertising takes effect.
A quick and systematic presentation of optimization potential that can be implemented immediately or decides a pitch.
Qualitative pre-tests
Qualitative methods of advertising research, especially group discussions, make it possible to experience the psychological impact of an advertising concept in direct contact with the target group. In order to derive starting points for optimizing your advertising, a holistic psychological impact analysis is also carried out. It covers the core dimensions:
Quantitative pre-tests
In quantitative online pre-tests, we evaluate the impact of a finalized advertising medium (TV commercial, radio commercial, print ad, internet advertising, or mailing), embedded in its respective environment if desired. The survey instrument, structured along the core dimensions of advertising impact, includes open-ended questions at critical points, thus enabling a comprehensive understanding that goes beyond pure evaluation profiles. This allows the advertising material to be not only benchmarked but also further developed in a targeted manner if necessary. The quick and uncomplicated implementation of the test in a largely automated process ensures that the creation of your advertising material does not have to be interrupted by long breaks.
To prove the effectiveness of advertising after it has been placed, an ad hoc survey for individual advertising media or a long-term study that looks at a campaign as a whole is a good option.
Advertising mail tests
As part of (partially) standardized CATI surveys, we examine individual advertising materials on behalf of the defined marketing target group to determine their specific activation performance in the purchasing process (behavioral effects) and in relation to communication goals (brand effects).
Advertising tracking
A successful advertising campaign not only increases advertising awareness, but also has a lasting positive influence on purchasing behavior and brand perception.
To prove these effects and their sustainability, a standardized impact assessment (CATI or online) must be carried out throughout the campaign at several measurement points. A baseline measurement provides the reference point for the campaign’s impact. Finally, the inclusion of advertising expenditure enables you to determine the relative effectiveness of your advertising measures in comparison to the competition.
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As a full-service market research institute, we will find a customized solution.
A holistic view of the topic of response and how this can be influenced in the phases of a project.
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