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Advertising
Applications
How do we know
what information people retain from a media campaign? There is a new
technology that allows us to measure scientifically if specific information,
like a product brand, is
retained in a person’s memory. Brain Fingerprinting testing adds a whole new dimension to the methods of measuring advertising
effectiveness, going well beyond subjective surveys and focus groups. The
implications for the advertising Industry are very exciting! Here are some of the
possibilities:
What specific information do people retain from
advertising?
Do they remember the product, the company, the
retailer, the website, pricing and promotional information, etc.?
What specific elements in an ad campaign have
the most impact?
What do people pay attention to or respond to
the most in an ad — what gets their attention?
Which type of media is most effective?
If an advertising
campaign uses TV, radio, magazine, web banners, billboards, newspapers, email
and direct mail, which of the media have the most effect on which client base
and how do those results vary with demographics?
What commercial is the most effective for a
single product?
In an advertising campaign that uses multiple
commercials or multiple printed messages, which version is the most effective at
reaching the target audience?
How effective is the product branding strategy?
Does a person or group of people remember the
specific brand being advertised? If so, how does its recognition compare with
other brands? Which branding campaigns are most
effective for both new and established brands?
How effective is an ad campaign in
different parts of the world?
If
the same advertising campaign is run in various parts of the world, how does its
effectiveness vary from area to area? What specific aspects of the message are
retained by people in different countries? Do some areas respond differently to
types of media?
What is the correlation between
the campaign and the point-of-sale?
How do various
campaigns and types of media affect awareness at point-of-sale. For example,
which media is the most effective in raising awareness of a new product with
potential buyers in a superstore? How does this media type and frequency vary in
effectiveness with potential buyers on-line or with catalog users?
How do the
effects of campaigns vary with the influence of time?
How does the
specific information retained by an individual or group of people vary over
time? At what rate does the impact of an advertising campaign degrade or have
diminishing impact? For example, a specific advertising campaign may have a
strong impact short term, while another campaign causes the information to be
retained over a longer period of time. How do these results vary with multiple
types of media, product types and demographics?
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