Assessing Advertising & Promotions Effectiveness

Objective

To measure the effectiveness of advertising and promotional activity geared to specific periods of above-the-line expenditure, either on a pre and post campaign basis or as a continuous tracking study, as appropriate.

Coverage

• ‘Brand’ awareness in terms of spontaneous and prompted mention of the Centre as a shopping destination, and other competing Centres throughout the region

• Spontaneous and prompted recall of any recent advertising/promotion for the centre (and competing centres)

• Source of advertising awareness for the centre

• Recall of the advertising content and its perceived main message

• Prompted advertising recall in response to exposure of stimulus material from the campaign itself

• By analysis, the effect of the advertising upon visitation frequency, shopping behaviour and attitudes towards/appreciation of the centre

Methodology

Face to face interviews involving the administration of a formal structured questionnaire amongst individuals in the target market sector for the campaign, recruited on the basis of appropriate demographic quota controls. Fieldwork undertaken at specific pre-determined locations throughout the catchment area covered by the campaign.

Data Presentation

Detailed tabulations of response to each question, plus a management summary of the key findings and implications for action.

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