Being a paid promotion of a brand, a product or service, an advertisement is a crucial investment in terms of creating the brand equity.
Grand firms spend about 2% of their revenue on advertisements. Other firms operation in medicine industry, retail shopping and so on, invest even bigger part of their revenue on advertising. With such a large amout of advertisement budgets, companies are willing to know the effectiveness of the money they spent on adversiting.
Introductory part – it will not be written as a heading
Prior to the preparation and realization of any advertisement campaign, it is necessary to determine the purpose of the campaign. An advertisement can be used to impact several stages of a brand funnel. For example, these stages may include boosting promotions, consumption and so on. As a result, we should focus on the changes in several stages of a brand funnel as an effectiveness indicator of an advertisement.
About the research
Quantitative researches for an advertisement are divided into two groups:
- Pre-ad research
- Post-ad research
In the pre-ad researches, all the elements of a brand funnel is evaluated in order to measure them later again. In addition, pre-ad spontaneous and reminded brand associations are evaluated in order to check if brand perception of an advertisement has changed.
Post-ad researches comprise both measuring brand elements and perception that were previously measured in pre-ad researches, and evaluating some other indicators.
In order to test the advertisement, sometimes they use qualitative research methods as well. They usually use the focus group method to evaluate the compliance of an advertisement content, message and design with the purposes of an advertisement.
The content and main benefits of the research
The advertisement research usually contains the following directions:
- The level of recall and recognition of an advertisement
- The level of reaching the target audience of an advertisement
- The receipt of the message transmitted by an advertisement
- Brand perception and the impact of an advertisement
- Brand associations and the impact of an advertisement
- The impact of an advertisement on purchase
- Customer reactions to an advertisement and so on.