Advertising effectiveness analyses
An advertising effectiveness study can encompass a company's entire communication policy. In a narrower sense, this involves advertising, public relations or sales promotion activities, and in a wider perspective, corporate identity both internally and externally.
The basic aim is to ascertain and verify whether communication is being received and processed as intended at different levels. Weaknesses in a company's communication policy can often be traced back to unclear positioning, selection of unsuitable communication channels or advertising that fails to strike the right tone. According to estimates, around 30% to 50% of the advertising budget has no effect whatsoever. Improving the design of marketing campaigns should help to reduce this figure. Advertising effectiveness analyses conducted at different levels can highlight very specific weaknesses. The approach can be solely ex post or also ex ante - i.e. measuring actual effectiveness after a communication activity or analysing its suitability in advance.
Take advantage of our know-how to check and boost the effectiveness of your communication policy and advertising. Find out how accurately customers are receiving and absorbing your advertising. Ascertain whether your intended message is actually being conveyed. The advertising effectiveness analysis incorporates a a wide range of useful test methods, from copy tests to attention tracking, recall tests, and attitude and image questions. The audio-visual capabilities of our sophisticated G3plus survey software allow you to test television, cinema and radio commercials as well as print and Web campaigns. In all situations, we will work closely with you to select and design the appropriate method and contact a suitable target group.