Advertising Effect Research
In a more and more complex advertising market it will be increasingly challenging to attract attention in the relevant target groups with advertising and communication measures. An effective improvement is just possible, if a comprehensive knowledge about complex psychological processes exists, which were activated by taking out advertising measurements. They allow a sustainable impact on the atti-tude and behaviour of the regarding target groups.
Efficient Advertising Effect Research with IMK accounts for ensuring investments in advertising and analyses advertising measurements and increases their efficiency. Various instruments provide so-phisticated information to a diversity of time. This permits an impact on the communication before and after taking out the ad, as well as in preparation of the following flights.
Instuments
An instruments-mix out of pretest and advertising tracking (or „posttest“) allows a check-up of the aspired targets at every test stage of the advertised period. The ad-pretest identifies strengths and weaknesses of the advertising material before they were use. Thereby the advertising effect is tested on the campaign’s target, which opens out to improvement advices for the agency. Posttests or advertising tracking analyses the advertising effectiveness to a certain point of time past the campaign, respectively regularly during the taking out.
Recognitions/Findings
With the application of the instruments, the evidence of the particular advertising effect of the con-ducted measurements will be adduced. To this affiliate depending on the instruments et al. the meas-urement of the scope, the assessment of the actions or e.g. the interpretation of the advertising mes-sages by the addressed target group and their impact on a triggering off of an action (buy/sale).
Methods
Within the advertising effect research are qualitative and quantitative methods for collecting data ap-plied. IMK mainly leans on the methods of single interviews, CAPI, CATI and online survey. A prior individual interview by IMK ensures the choice of the right method, regarding to the existing targets. For the accomplishment is next to a capable CATI-lab also a fully equipped test studio in Erfurt avail-able. Nationwide are comprehensive co-operations with studio service providers existing.
Marketing Controlling
For giving comprehensive advices to optimize the advertising measures, an efficient marketing controlling should be applied before and during the campaign. So it is possible to draw conclusions from the efficiency of several advertising media, based on the media plan and the deployed budget. Also a direct promotion selling angle of the campaign can be proved, for example if correspondent to the campaign an amount of the gained new customers, clicks on the website or accumulating phone calls in the call centre, shall be delivered, too.
Hereupon based following recognitions can be taken:
- Optimized contact dose for the campaign to gain specific effects (e.g. scope, charging, effect on selective indexes)
- Advertising print advice for prospective flights
- Efficiency comparison of different campaign, based on benchmark values
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