Advertising & Communications

Marketers tell consumers about their products and services through advertising. Because advertising (in all media) is such a significant expense in a marketing budget, a great deal of research is conducted to measure its effectiveness and to make sure that the potential customer is aware of the message and is interpreting and internalizing the intended message. The various types of advertising research represent one of the most widely used areas of marketing research.

Advertising Testing

At the pre-testing stage, research can be used to help guide the creative strategy. Copy testing is conducted to evaluate storyboards, videos and other creative materials, in semi-finished or completed states. The TNS AdTest is used to identify problems, explore options and assess viewer reaction before too much money and effort are committed to the project. In the post-testing phase, we collect feedback from consumers after the advertising has been launched to evaluate whether it communicated as intended to the target audience.

Advertising Tracking

Tracking studies evaluate the ongoing effectiveness of advertising in terms of advertising awareness or cut-through, brand recall, recall of the advertising images and messages and brand imagery. Taken over a period of time, ad tracking can help monitor the performance of an ad and to determine when it’s time to develop new advertising because the old campaign is no longer memorable or effective.