Advertising is an opportunity to build brand equity and awareness. However, few companies pre-test the effectiveness of their creative or track campaign performance once live. Advertising effectiveness research helps marketers to evaluate a campaign’s success. We can test any media — including radio, TV, newspapers and digital.
Pre- and post-testing of creative effectiveness can be done to survey similar audiences before and after the campaign — to understand how your messaging has “moved the needle” on metrics such as appeal, relevance, purchase intent and brand equity. Consumers may also be prompted for aided and unaided recall of the main message of the ad to understand how impactful and memorable your message is.