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There are a number of factors that impact a brand’s ROI (Advertising’s greatest hits: profitability and brand value), some that the marketing manager can control and others that they can’t. The creative is definitely something that can be controlled and a good creative can multiply the profit by up to 10 times (Source: D2D database). We at Data2Decisions have been examining the power of the creative and how this can be used to explain differing reactions to a campaign and ultimately differing ROIs.
TV advertising has the ability to evoke a full range of responses. They can range from purely emotional, reminding the consumer of their affinity towards a brand, to a rational one which makes them believe they must have the product simply because it is the best product on the market. This means there is plenty of scope for the advertiser to get their message just right and appropriate for their brand’s values.
AdCompass is capable of measuring a number of different characteristics about the advert and this can be used to diagnose why one campaign performs differently to another. AdCompass also has the ability to forecast the performance of the advert before traditional research has been completed giving an early indication of the performance of a campaign (possibly even before the advert has been aired!). The final key function of AdCompass is that it tracks the residual consumer response allowing analysis of what message is being taken away, how the consumer understands the concept and vitally how they will respond to the campaign.
Using AdCompass it is possible to examine the results from the advert quickly and compare them to the growing database of results that we are developing at Data2Decisions. There will be a road show in March and if you would be interested in hearing more about AdCompass then please email AdCompass@d2dlimited.com or phone +44(0)20 7395 0800 and ask to speak with Katherine Munford, Tim Fisher or Xinye Li. |
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