Bashkirova & Partners » Solutions » Marketing Research » Study of the Effectiveness of an Advertising Campaign

Study of the Effectiveness of an Advertising Campaign

Study of the effectiveness of an advertising campaign allows to evaluate the marketing strategy and make informed decisions to develop strong competitive advantages of the brand .

MAIN OBJECTIVES:

    1.
Measuring the impact of advertising and / or promotion campaign on a permanent basis or one time
    2.
Study of the effectiveness of promotional activities of the brand and competitor campaigns
    3.
Determining the position of the brand compared to competitors and perception of advertising by different customer segments
    4.
Assessing the impact of advertising on brand
    5.
Comparative analysis of the positioning of the brand and its competitors
    6.
Determination of relationship between the current campaign and brand perception
    7.
Gathering " knowledge " to plan future campaigns


Measurements are performed on the following parameters:

  • level of advertising awareness
  • level of brand awareness
  • consumption
  • how catchy is advertising
  • what exactly stayed in the memory
  • attitude towards advertising
  • understanding the advertising message
  • positioning
  • image of the manufacturer
  • purchase intention
  • fact of purchase
  • compliance of the product with the advertising promise
  • repeated purchase


Methods of studying the efficiency of the advertising campaign:

  • ad-hoc (Pre&Post Advertising Test)
  • monitoring the awareness of brands, advertising, consumption


Methods of data collection:

  • interview by the random route sample
  • Hall-Test
  • in-street interviews




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