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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.
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.
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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