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 |
|
||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| #2 |
|
||||||||||||||||||||
| #3 |
|
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
100ss
Case 2
100ss
Case 3
100ss
Case 4
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 |
