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Making your advertising work for your brand
Advertising campaigns play a critical part in building brand equity. So you need to be certain you're getting it right, achieving your advertising objectives, maximising advertising effectiveness and building the brand.
ACNielsen I ads@work is an advertising evaluation system which provides a speedy, accurate assessment of how real audiences will respond to your advertising - combining leading-edge computer-aided measurement with truly qualitative diagnosis tools.
Ads@work is the only advertising research system that provides rapid evaluation of a commercial’s strengths and weaknesses, combined with in-depth diagnosis to improve your advertising and build brand equity.
Making advertising work
Your advertising can work for you in many ways. It can:
- Change behaviour – convert or persuade consumers to try
- Educate or remind – communicate availability or remind of a promise
- Evoke an emotional response - improve brand affinity or association
- Improve brand recognition – stand out from the others
Ads@work allows you to understand the way consumers interpret the message of your advertising, and whether that interpretation fits the advertising objectives.
Fine-tune advertising campaigns with ads@work, and create ads that build brand equity and achieve advertising objectives.
Ads@work provides:
Fast response |
- Gives you time to make decisions
- Results when you need them - not three weeks after
the ad goes to air!
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Diagnostics |
- Tells you what you need to do to your advertising to achieve the advertising objectives
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Sensitive to advertising objectives |
- Doesn’t pass or fail ads on the basis of one score.
- Four dimensional approach means you focus on the dimensions most relevant to the advertising objectives
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Quantifiable performance measures on key dimensions |
- Enables you to benchmark against previous advertising campaigns, and against best in class
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Empathy · Persuasion · Impact · Communication
The ACNielsen approach to advertising research determines there are four critical dimensions to measuring the effectiveness of advertising - Empathy, Persuasion, Impact and Communication (EPIC). For different advertising campaigns these dimensions take on different levels of importance depending on the advertising objectives.
Ads@work E.P.I.C. measures of advertising effectiveness:
- Empathy - Do they like it, and importantly, how relevant is it to them personally? How well does it improve brand affinity?
- Persuasion - Improvement or reinforcement of brand disposition, effect on purchase intent & interest in the brand.
- Impact - Stand-out, differentiation and involvement.
- Communication - Recall of main message, comprehension, strength of impression of key messages.
What makes ads@work EPIC measures more effective:
- The relative importance of the measures depends entirely on the objectives.
- EPIC measures are robust and relevant, borne out by trial surveys. Measures are based on responses to at least three different questions, making them more robust for inter-survey comparisons and more relevant to what they are measuring.
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