commVANTAGE
Q: "What is the real in-market impact of our advertising campaign, separate from other market forces?"
At the end of your advertising year, you know how your brand performed in market – but how much of this was a direct result of the advertising versus other market forces, such as word of mouth, competitive influences, the weather or the economy? The
commVANTAGE system provides a comprehensive in-market evaluation of your advertising, isolating the actual impact of your campaign on your brand. You’ll know what would have happened to your brand without advertising, and be able to utilize the extensive knowledge gained to refine plans for future advertising initiatives. The
commVANTAGE system uses our unique longitudinal design, interviewing the same respondents at two points in time (
PREcomm and
AIRwave phases).
PREcomm
Are those who will notice your advertising already favorable towards your brand?
The
PREcomm wave identifies pre-existing brand/competitive awareness, perceptions, and usage patterns among a specific group of target audience individuals; this is the only way to isolate and control for selective perception. This first phase of the
commVANTAGE system is conducted prior to campaign launch (or at the beginning of a new campaign period).
AIRwave
The
AIRwave is conducted among a subset of
PREcomm respondents late in the advertising period. The
AIRwave includes Communicus measurements of each ad execution within your campaign that has appeared in-market since the
PREcomm wave, along with selected competitive.
The Communicus ability to accurately determine advertising engagement on an execution-specific level, with no media biases, is critical to the ability of the commVANTAGE system to quantify the impact of each medium within a multimedia campaign.
Informed by our extensive normative database, the
AIRwave provides a complete evaluation and diagnosis of campaign engagement and impact on the brand. Using our proprietary analytic methods, we compare changes in brand measures (e.g., awareness, perceptions, purchase intent, purchasing/usage) among those who have seen advertising versus those who have not.
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