Advertising Research

The main purpose of Advertising research is to offer the necessary knowledge to create and improve the efficiency of an advertising campaign.
 

This research type is used to predict or track the efficacy of the campaign, measured by the ad’s ability to get attention, communicate the message, build the brand’s image, and activate the consumer to purchase the product or service.

​

In order to obtain a maximum efficiency, the research should be employed at all stages of advertising development and planning strategy.

​

We offer several research tools, each suited for a specific step in building a successful advertising campaign, from insights generation  and strategy development to performance measurement indicators:

U & A Segmentation data
 

The first step before proceeding with the actual developing of advertising concept is to determine our target profile and to explore its opinions, attitudes, needs and specific behavior.
 

This process is crucial, because determining, measuring and exploring your target, helps generating innovative & performing insights, which will be converted into operational concepts and campaign strategy.
 

Creation or concept testing
Once a certain number of creative ideas are generated, only one must be implemented into an functional advertising. Which communication route, story or script is the most effective to be translated into a campaign?
 

The answer is given by a creation testing research which offers a ranking between all the communication routes tested and provides explanations and improvement ideas.
 

Depending on the campaigns type, time and resources, the creation ideas may be tested in several forms: the general idea expressed into words, story boards (ad translated into static pictures as close as possible to the final ad), animatics  (ad translated into animations as close as possible to the final ad).
Copy testing (pre-testing)
 

At this point, the advertising has already been produced and only a limited number of modification may be performed.
 

Copy testing predicts the ad’s effectiveness and performance  based on consumer responses, feedback, and behavior.
 

Our pre-testing indicators include: recall & retention measurements, persuasion & activation measurements, attitudes metrics, motivations, testing the effects on the brand, brand linkage metrics.
After employing all sets of indicators, we proceed with diagnostic measures, so that we identify what might go wrong with the ad and, if the case,  find out the suitable solution for improvement at this latter stage of the  campaign launch.
 

Ad Performance Tracking (Post-testing)
 

Every advertiser needs to accurately determine the effect of the advertising campaign on sales, but also on the brand. Ad Performance Tracking examines these effects in at least 2 stages of the ongoing campaign (depending on the campaigns type and duration): at the half and at the end of the media channels exposure.
 

The utility of “half way” measurement consists in providing the client with the necessary input for re-calibrating, if the case, the media mix or even extending or reducing the exposure period according to the evolution of performance indicators.
 

Our tool measures both ad and brand related indicators in a media mix environment: awareness, recall, comprehension, persuasion, activation, interest, relevance, credibility, favorability, brand attributes, trial & consumption, lifestyle/psychographics etc.