Advertising campaigns are done for
many reasons, to reach different
goals. Some are aimed at increasing
sales, others at increasing
distributors’ stores, and others at
making consumers aware of the
product etc. All advertising gives
consumers different ideas of the
producers brand, perhaps positive or
negative, and perhaps a
multi-faceted or a one-sided view.
Around 90% of businesses consider
using objective studies to analyze
the effects of advertisement. At the
same time as they pay attention to
the short-term effects, they are
even more interested in the
long-term effects of an advertising
campaign. Consequently, the
objectives of an advertising
effectiveness study are as follows:
After an ad campaign in launched,
what are the actual effects?
Why do consumers think it is good or
bad? Is it because of the ads
selling point, advertising message,
media choice, or advertising
expenditure?
How should the next stage of the
advertising campaign be launched to
yield better results?
How should the ad be designed tonot
only increase sales, but also
increase the brand value?
......
CPResearch’s ad effectiveness model
ADEVALUETM has been used for 10
years, during which a formidable ad
effectiveness database has been
accumulated. This database is the
basis for our ability to help the
client study long-term effects of
advertising, and reach the following
objectives:
Advertising effectiveness evaluation
Strategy design of the next step in
the advertising campaign
