Advertising Awareness and Effectiveness

The influence of advertising and promotional campaigns is tested using programs of single or multiple research techniques. Assessments are made of how well a campaign has reached its target audience, the types of image recognition that has resulted, and the market segments that may be influenced by the campaign.

Related services include:

§          Advertising recall

§          Advertising Reach

§          Concept and copy testing

Methodologies employed:

§       Surveys of customers and potential customers

§       Focus group discussions

§       Content analysis

§       Aided and un-aided recall analysis

§       Segmentation and audience measurement

  Examples of recent experience:

§    World Sporting Championship and Advertising Awareness Surveys - A series of surveys were conducted over six months to examine event and advertising awareness and recall associated with the a world sporting championship held in Edmonton, Alberta.

§    Recreation Advertising Surveys - A series of surveys were conducted with citizens to measure recall of an advertising and message retention for an advertising and communications campaign.  Each survey wave involved 400 respondents.

§    Pre- and Post- Advertising/Sales Campaign Surveys - Surveys were conducted in the spring (pre-campaign) and fall (post-campaign) with a provincial population to examine the awareness of a travel program and its advertising and sales campaign.  In each survey wave, 800 Alberta respondents were interviewed.