Ad effectiveness Research

At IPM Research, we think of the Ad Campaign Effectiveness Study as an "insurance policy" that the client purchases to insure a costly advertising campaign.

This is a complex research component and envisages carrying out two evaluations - parametric and non-parametric. Primary research objectives are (1) to evaluate the value of performance of the planned advertising campaign; (2) to correct the campaign itself, and (3) attain the ultimate objective of controlling those advertising parameters for which the advertising campaign has been launched.

Parametric evaluation serves objectives (1) and (3) of this strategy, and is carried out by means of a combined study. On the one hand, media parameters are analyzed (assessing how the campaign has achieved the planned parameters that indicate the correspondence between the customer segment reach and GRPs). On the other hand, this evaluation determines the compatibility of the customers' information and emotional quality with the planned parameters.

The objective of non-parametric evaluations is to verify the hypothesis regarding expected customer behavior and this verification has two reasons:

- During the course of the advertising campaign new factors can arise that influence the effectiveness level of the planned campaign (even one that was appropriately planned based on known conditions);

- An advertising campaign that is based on the data of previously conducted media research might require some corrections, because current media data differ from those forecasted.