Promotion Effectiveness Measurement Survey in Vietnam | W&S Vietnam

Promotion Effectiveness Measurement Survey

Verification of Promotion intended effects

How much do ads and campaigns improve the effects?

  • 1. Awareness of Advertising
  • 2. Evaluation of advertising
    (Brand Association, Usage and Attitude, Brand Image)
  • 3. Consumer attitudes driven by Advertising viewing

The data result consists of comparison between awareness of advertising and consumer behaviour before and after launching the Ads.

ROAS(Rerurn On Advertising Spend)Minimize Budget of Ads and Campaigns

Example of advertising measurement effects

Brand Awareness of Advertising

In the above case, the awareness of the 30's group is low in comparison to the overall. It can be found that current promotion has not generated enough interests in the 30's group. A question arouse from the result: whether the 30's group awareness will be improved, and how will the overall awareness change after consumers view ads?

Effects after consumers view Ads

In the above case, ads targeting consumers directly encourage consumers' interest, yet the ads did not really drive purchase intention. As a result, when brand recognition is sufficiently reached, advertisement revision still be enquired. On another side, if the brand awareness is still low in the market, the ad's effectiveness will continue to be measured.

Case study

#1
Promotion Sports & Music event in Ho Chi Minh
Purpose Brand recognition
Timing Before Event and After Event
Method Online research
Target 200samples (Male 100ss, Female 100ss)
IR 70%
LOI ~10 Questions
Period 5 days
Deliverables Rawdata & GT
Price 3,000 $~+VAT(Payment breakdown: Before survey and After survey)
#2
Promotion Shopping Mall in Ho Chi Minh
Purpose To measure the effectiveness of advertising
Timing Before Promotion and After Promotion
Method Street interview
Target 200 samples (Male 100ss, Female 100ss)
IR 50%
LOI ~10 mins
Period 5 days
Deliverables Rawdata & GT
Price 7,000$~+VAT(Payment breakdown: Before survey and After survey)
#3
Promotion Ads on Business Magazine
Purpose Evaluate Ads creativeness to forecast advantage future's review. (AB test)
Timing Before Promotion
Method CLT
Target Specific target(Male 75ss Female 75ss)
IR 40%
LOI ~10 mins
Fieldwork 5 days
Deliverables Rawdata & GT
Price 8,800$~+VAT(Payment breakdown: Before survey and After survey)

Schedule and Purpose of Promotion Effectiveness Measurement

General Schedule

#1 Actual Conditions Before Ads launching

Conduct survey in order to pre-determine brand awareness and purchase motives according to advertising. This survey results will be compared with survey results after ads launching. Survey results consolidate main data for measuring Ads effectiveness

#2 Actual Conditions after Ads launching

Conduct survey to explore Ads recognition, brand awareness, and product purchase decision in the last one week after Ads launching.

#3 Actual Conditions of Ads running Period

Other repeated surveys can be run within the period that Ads are running (after 2 above phases). The variation of products purchase decision could be drawn out based on tracking research results regarding brand recognition and advertising effectiveness.

#4 Awareness after Ads Launching

After the study has been completed, Ads tracking research would still be repeated among regular periods. The process helps reveal advertisement retention, based on that future ptomotion can be prospected.

How to create the target respondents group?

For any groups, we will verify each topic and stimulate the interest of corresponding demand

Case 1

Non - Contact group

100ss

Case 2

Decay group

100ss

Case 3

Ability group

100ss

Case 4

Loyalty Group

100ss

Indicators of effect measurement

  • 1. Recognition of Goods and Services
  • 2. Understanding of Goods and Services contents
  • 3. Brand image of Goods and Services
  • 4. Usage and Attitude towards Goods and Services
  • 5. Future usage and purchase intention
  • 6. Ads perception (recognition per presentation and stodyboards)
  • 7. Number of Contacts
  • 8. Understanding of Ads content

※The question used for checking the understanding of consumers about ads will be in FA type; so that we can not only grasp the understanding level but also detect those who misunderstood the question.

Deliverables report sample

Contents

  • - Introduction
  • - Research Design
  • - Respondents profile
  • - Key findings
  • - Detail Findings
  • Graph of screening Questions
  • Graph of main Questions

Sample estimation

Country Vietnam - Ho Chi Minh
Sample size 200ss
Target Age 20 - 39 years old
Male & Female
Method Online research
Quota Potential Group : 100s
Possible Group : 100s
LOI 10 mins
IR 50%
Deliverables Raw data, GT
Fee 3,500$+VAT(Payment breakdown: Before survey and After survey) 
Timing 1 month
Remarks In case of conducting more than one wave, fresh sample will be prioritized


numer of panellist

23-Jul-2017

Free Direct HaiSurvey

Hotlines

Ho Chi Minh
+84 8 3848 3731
Tokyo
+81 3 54217925
Jakarta
+62 29 022227
Bangkok
+66 2 6530411

bnr_contact

Company

Recruit

Contact

  • Bangkok +66(2)6530-411
  • Tokyo +81(3)5421-7925
  • Jakarta +62(21)2902-2227
  • Osaka +81(6)6390-1441
  • Hochiminh +84(28)3848-3731
  • Okayama +81(86)293-2934

Company

Recruit

Contact

  • Tokyo +81(3)5421-7925
  • Okayama +81(86)293-2934
  • Osaka +81(6)6390-1441
  • Jakarta +62(21)2902-2227
  • Bangkok +66(2)6530-411
  • Hochiminh +84(28)3848-3731