With consumers spoilt for choice in-store and bombarded with messaging from numerous marketing channels, how do you monitor how your latest ad campaign is driving your brand?
It’s more than being top of mind - it’s about creating an intuitive understanding of the benefits a brand offers and strengthening the memory structures with making those decisions i.e., your favourite coffee brand and its ability to kick start your day.
Creating a buzz, especially when launching a new brand or product, will have a range of objectives, from recall to ultimately driving sales. Identifying consumers’ opinions and attitudes to evaluate how they connect and resonate intuitively with your brand helps provide a measure of its strength and engagement and is at the heart of understanding brand performance.
When it comes to advertising, TV plays a key role in maximising the effectiveness for brands, providing high ROI. And when it comes to profitability, creative execution is the largest factor that marketers can influence to drive profitability.
So how do you measure the effectiveness of your TV ad campaign and other associated campaign activity to maximise ROI?