Case Study: Advertising Effectiveness

GAUGING CAMPAIGN EFFECTIVENESS BY MEDIA TYPE

The Situation
The client had already been running its advertising campaign across its media mix (print, radio, TV, online). They wanted to measure the effectiveness of the campaign in raising brand awareness, consideration and perceptions.

Our Approach
AOR designed a targeted online study to measure both spontaneous and prompted brand awareness, brand perceptions, and exposure to the campaign across the different media types.

The Result
Through AOR’s innovative approach to gauging both spontaneous and prompted recall of the campaign, we were able to demonstrate to the client the uplift achieved by exposure to the campaign overall, and the incremental uplift generated by each media type and by multiple exposures.