Campaign effectiveness

Campaign effectiveness study

Advertising research and campaign tracking is a staple of market research for good reason; measuring marketing effectiveness is a cornerstone in evolving and improving your campaigns.

Pre/post campaign tracking will determine if an ad has effectively increased awareness, increased purchase intent and improved reach of the target audience.Research that is conducted to measure the effectiveness of advertising is a valuable tool when developing and maintaining an advertising campaign.

In an ideal situation, the best approach is to conduct a pre-ad study, to assess unaided and aided awareness of the specific product or service to achieve a benchmark measure prior to the advertising campaign.

Following the launch of the advertising, a post-ad study assess if the advertising has increased awareness of the brand or service, improved consumer interest in the product or service, and ultimately will determine if the advertising will draw in new consumers while maintaining its current ones (in other words a net gain of consumers).

In short, a campaign effectiveness study determines if an ad has effectively increased awareness, increased purchase intent and improved reach of the target audience.

Key insights from a campaign effectiveness study

  • Pre and post campaign product/service awareness
  • Pre and post campaign product/service purchase intent
  • Pre and post campaign product/service likability
  • Campaign reach for different media

The insights give you a detailed overview of campaign effectiveness on a range of different metrics, improving your understanding of the consumer perceptions of your marketing strategy. You will also be able to understand the impact of the campaign on consumer segments, uncover new potential target groups and motivate changes to future campaigns.

We analyze these points of interest using several different methodologies which will be tailored to your specific campaign.

Client case