Products
S&D's AdTrack™
1. The objectives of AdTrack™
The purpose of advertising is to "communicate the product
and brand message to the consumers", the direct effectiveness
will be, even though may not lead to behavior, the change
of consumer attitude and perceptions towards certain product.
The objective of advertising lies on changing the targets'
attitudes. In the course of this change, six stages can be
found: unawareness, awareness, comprehension, conviction,
desire and purchasing behavior. Therefore, to decrease unknown
rate and increase the rate of awareness, comprehension, conviction,
desire and behavior are the objectives of advertising.
S&D's AdTrack™ is especially
designed to judge whether the objectives mentioned are achieved
or not. AdTrack™ not only
reveals the effectiveness within certain period of time, but
also provides benchmark for the next stage of the campaign.
2. The structure of AdTrack™
The effectiveness of advertising is measured by the change
of consumers' knowledge and attitude towards the advertised
product. Therefore, AdTrack™
is usually conducted by several waves in different stages
of the campaign. Every wave owns a specific objective. The
conclusion of those waves will lead to a comprehensive and
accurate judgment on an advertising campaign. A whole AdTrack™
contains four waves, which can be selected according to the
specific situation of clients.
| Stage |
Timing |
Objectives |
| Stage I |
Pre-campaign |
Understand the current status of the market
and the product and set as benchmark for the campaign.
|
| Stage II |
In the course of the campaign (e.g. one
and half month after it launches) |
Evaluate the effectiveness of the campaign,
and adjust it in time to maximize the profit. |
| Stage III |
Right after the campaign |
Understand the influence the campaign leaves
on the consumers' perception of the product, estimate
its effectiveness and judge whether the objectives are
achieved. |
| Stage IV |
One month after the campaign |
Understand the long-term influence of the
campaign to consumers, make reference for the next campaign
while estimating the finally effectiveness of it. |
3. The methodology of
AdTrack™
AdTrack™is usually conducted
in one of the three formats with individuals who meet the
"Conceptual Target" criteria:
- 200-300 Central Location Interviews: 2-3 locations are
selected in one city. Through interception or reservation,
qualified respondents are invited to the research venue,
where five TVCs in clutter reel are shown to them. In order
to create a real watching setting, the test TVC is arranged
in the third one. After watching once, the respondents are
asked to recall what they saw. The test TVC will be played
once more, and then specific questions to it will be asked.
- 200-400 In-doors Interviews, using possibility sampling
method: With higher representative meaning than central
location interview. However, limited by the researching
method, key visual pictures, rather than the real TVCs,
are used to show to respondents.
- 300-400 CATI, using possibility sampling method: Since
the whole procedure is totally controlled and monitored
by computer, CATI provides qualified data with low cost
and in limited timing. However, no visual aids can be shown
in CATI, and the quesionnaire may needs to be designed within
10 min.
4.The theoretic base of AdTrack™
What is the ad effectiveness: It includes the psychological
effect and purchasing effect.
Psychological effect. As we already know, through the advertising,
consumers' perception towards certain product involves six
continuous stages. Normally, after experiencing the six stages,
the consumers will be finally evoked to purchase the product
with influence of promotion. To express the ration of knowing,
understanding, likeability, and purchasing intention by graph,
which is called communicating range modality. It clearly shows
the proportion of the consumers who reaches each stage of
the communicating level of the brand. The measured change
of the modality before and after the campaign is just the
psychological effect of the advertising. According to this,
clients can generally judge whether the prospective psychological
effect is achieved or not.
Purchasing effect. The key to judge an advertising is to
see whether it promotes the consumers to buy the product or
not, i.e. the purchasing effect. The purchasing effect can
be measured by investigating: (1) if the consumers ever seen
the advertising? (2) do they bought the advertised product?
The purchasing effect can be measured by advertising effectiveness
index (AEI).
¡¡a£ºconsumers
who were reached by the advertising and purchased the product.
¡¡b£ºconsumers
who were not reached by the advertising but purchased the
product.
¡¡c£ºconsumers
who were reached by the advertising but never purchased the
product.
¡¡d£ºconsumers
who were not reached by the advertising and never purchased
the product.
The theory of the formula is: even though never seen the
advertising, still b/(b+d) consumers purchase the advertised
product. Therefore, the number of the ones who are really
evoked by the advertising is a (who have seen the advertising
and purchased the product) minus (a+c) * b/(b+d) (who purchased
the product because of the reasons other than the advertising).
AEI is the total number of consumers divided by this figure.
The higher the AEI is, the better effectiveness the advertising
achieved.
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