Advertising Awareness and Effectiveness

 

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Advertising Awareness and Effectiveness

 

The influence of advertising and promotional campaigns is tested using programs of single or multiple research techniques. Assessments are made of how well a campaign has reached its target audience, the types of image recognition that has resulted, and the market segments that may be influenced by the campaign.

 

Related services include:

 

          Advertising recall

 

          Advertising Reach

 

          Concept and copy testing

 

Methodologies employed:

 

       Surveys of customers and potential customers

 

       Focus group discussions

 

       Content analysis

 

       Aided and un-aided recall analysis

 

       Segmentation and audience measurement

 

  Examples of recent experience:

 

    World Sporting Championship and Advertising Awareness Surveys - A series of surveys were conducted over six months to examine event and advertising awareness and recall associated with the a world sporting championship held in Edmonton, Alberta.

 

    Recreation Advertising Surveys - A series of surveys were conducted with citizens to measure recall of an advertising and message retention for an advertising and communications campaign.  Each survey wave involved 400 respondents.

 

    Pre- and Post- Advertising/Sales Campaign Surveys - Surveys were conducted in the spring (pre-campaign) and fall (post-campaign) with a provincial population to examine the awareness of a travel program and its advertising and sales campaign.  In each survey wave, 800 Alberta respondents were interviewed.

 

 

 

 

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Copyright 2006 HarGroup Management Consultants, Inc.

Revised:  01/24/2006