Advertising campaign effectiveness estimation is discovering the level of consumers’ knowledge about a company and their attitude to it. The research reveals what consumers know about the advertised trademark, what they consider to be advantages and disadvantages of the trademark, how they have known about the trademark, their vision of the trademark, desired changes and improvements.
Standard sequence of advertising communications (knowledge, attitude, buying intention, purchase, and repeated purchase) may be estimated with the use of quantitative consumer survey.
Main directions of the advertising campaign effectiveness estimation survey:
- Active and passive knowledge of researched TM and competitive TMs
- Advantages of the purchase
- Knowledge of advertising
- Estimation of advertising message
- Intention to buy
- Image of ТМ
In order to monitor indicators of advertising campaign effectiveness, first wave of the survey should take place before the start of advertising campaign, and the second wave should take place during the advertising campaign or after its finish. The main aim of the first wave is disclosure of passive and active knowledge about trademarks and obtaining information about competitors, frequency and volume of purchase, etc.
The main aim of the second wave of survey is obtaining information about promoted TM compared with information of competitive TMs.
