Advertising & Brand

Advertising and Brand campaign measurement is provided through four types of applied research:

  • Strategy Research: provides marketing executives and brand managers with an understanding of their customers and their motivations, which can be used as a template for creative development.
  • Advertising Pre-Testing: a critical step to ensure your advertising is hitting its mark, concept testing helps identify advertising issues and flags underperforming advertising. This can be done qualitatively (focus groups) or quantitatively (using innovative quantitative research tools).
  • Advertising Tracking: this is the ultimate “acid test” of advertising effectiveness; it is the only way marketing executives will know for sure if the advertising is working.
  • Campaign Return-on-Investment (ROI): understanding campaign ROI lets marketing executives know if their investment is making...or losing them money.

Follow the thread below for discussion about, and practical applications of, advertising and brand.


Advertising & Brand Explained


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