Advertising Research
Advertising research isn't about whether people like a print ad or commercial, but about whether the advertising achieves the desired effect in terms of increasing sales or building the brand.
The basis of any meaningful advertising strategy is therefore to initially obtain a clear segmentation of customers and a detailed understanding of the decision-making processes that occur when a customer makes a purchase decision. This is because one can also make a decisive impact with a relatively small advertising budget if it is deployed at the right place in the decision-making process.
The goal of an advertising pre-test is to estimate the effectiveness of your advertising campaign before it's actually used. This allows one to clearly reduce the risk of an unwise investment. By contrast, a post-test uses a sophisticated check on the success of the advertising to ascertain whether the campaign's objectives have been met.
We check the impact of advertising measures either by using various survey techniques within the framework of an ad hoc survey, or within the context of an ongoing tracking study among the target group to be addressed. This investigates advertising recall in several steps, both quantitatively and qualitatively, and also ascertains changes in brand image and purchase intention.
A key aspect here is the analysis of the effective psychological mechanisms that underlie the advertising. Does the message actually reach the customer, and what impact does it have upon them? What is sometimes misunderstood, and which associations are triggered? The in-depth analysis provides you with the necessary information to decide whether (and in what form) the campaign should be continued and/or improved.