CONSUMER STAGE IN PURCHASE JOURNEY
People react differently to ads depending on how close they are to a brand and category. We make sure we consider whether people are brand loyal, users, unaware etc. of a brand, and how close they are to category purchase in our evaluation of a campaign. Furthermore, we employ our Behavioural Change Model to understand where people are in the purchase journey and the optimal messaging required to help people move along that purchase journey.
3. CREATIVE DIAGNOSTICS
Creative execution is the biggest factor driving advertising profitability that marketers can influence. Through years of campaign research we’ve developed a standard set of measures to provide a creative health check. Results help guide future strategy and help interpret why a campaign has performed well or badly.
THE POWER OF EMOTION
Good advertising works by generating an emotional connection with the consumer. We measure the effects a campaign has on implicit feelings towards a brand by using Timed Emotional Response (TER) and likeability trace. It shows how persuasion and implicit take out are intrinsically linked.
Interpretation and reaction to advertising messaging is dependent on your current relationship with the category and brands within it. We therefore need to identify what is normal and expected (e.g. the type of car you currently own, or regular holiday destination) in order to judge reactions to a new feature, price point or message.
Here at Savanta our media team specialise in all types of brand and campaign evaluation, from continuous trackers to ad-hoc campaign evaluation.
To arrange a meeting to discuss campaign effectiveness in more detail, please contact our head of media research, Shaun Austin
+44 (0)20 3820 5091