Advertise Effectively

Get the most from your advertising!

• Get maximum effect for minimum cost from your media spend.  Given that only about a third of all advertising is effective, be sure your advertising works!
• add+impact® is a specialised brand communication and advertising check that helps you to achieve great ads that build successful brands. It can be used to develop all types of advertising including TV, print, radio, outdoor and online, at any stage of development.  
• An add+impact® analysis of your advertising will predict how well your ad will work and diagnose opportunities to enhance the effectiveness of the communication. The method combines in-depth qualitative responses, with the certainty of quantitative ratings. Results are benchmarked against a database of effective ads, not a norm of average ads.

Each add+impact® study is tailored to meet the specific objectives of the brand communication and uses a consistent and proven methodology to tell clients:

• Whether the ad will be noticed
• Which brand messages are conveyed to the target audience, both explicitly and implicitly
• The relevance of these messages, and their impact on brand image and perceptions
• The effect of the advertising on consumer’s feelings towards the brand
• The strength of branding in the advertising
• Potential changes to improve the impact of the advertising

We work with top advertisers around the world to help them develop great ads. So far add+impact®  has been applied:

• to over 6,100 ads
• for over 1,400 brands
• in more than 55 countries
• for ads at any stage of development
• for all types of media

Today, add+impact® is available through a network of highly experienced research practitioners in over 50 countries.

Presenting your copy to a group of people for comments and critics might sound scary and unproductive. Some could argue that ordinary people have no skills and knowledge to judge the products of marketing & communication professionals or to give you creative ideas about how to make a better copy. True. Talking to consumers does not tell you whether the campaign would be a hit or a failure, whether your sales will bloom or not. Nor is a script for a better copy produced in a focus group.

However getting consumers’ open and extensive feedback in copy testing empowers you with information necessary to assess how well the copy answers your communication goals.

Our team of highly qualified moderators has in-depth market research and sector knowledge and through copy testing can help you build a solid diagnose of your copy’s ability to convey the right message and to project the right image of your brand by answering questions such as:

• Is the copy making sense or not to your target?
• What brand ideas is your target taking out of your ad?  
• Are these in line with your intended communication?
• How relevant, credible and interesting are the copy’s messages to your audience?
• Are there any  elements that convey wrong messages or impede copy’s understanding, acceptance or credibility?

Even if advertising is tested before going on air, it is virtually impossible to tell how it will perform in real life, amongst the clutter of competitive advertising, and cross-referenced with other marketing variables like sales contests, trade and consumer promotions, distribution levels, which impact on the advertising campaign performance.

Our ComTrack system can assist in monitoring the effectiveness of your advertising over time, compared to major competitors, in real-world environment. It can tell you when a campaign starts to wear out. It can identify which ads are delivering against communication objectives.

ComTrack is tailored to the product category and the client’s objectives and is designed to accurately measure an advertising campaign’s long-term effects, including:

• Brand and advertising awareness
• Advertising message recall
• Advertising recognition
• Brand image
• Trial and usage indicators
• Media usage

ComTrack will provide valuable feedback to help you understand if your advertising is attracting attention, if the key messages are getting through, or if your brand image is improving over time.