Effective advertising is critical in influencing brand perceptions and customer behavior. But developing effective advertising is tricky and expensive. Taking the time to gather and synthesize your audience’s opinions before, during and after the launch of a new ad campaign can pay huge dividends, saving money and time and minimizing reputational risk to your brand. But where do you start?
Cogent Syndicated’s Ad Effectiveness helps answer your big questions before you spend dollars on production and media to maximize your ROI:
Using guidance from our syndicated research as a starting point, develop winning advertising concepts. Explore the range of target audiences’ needs, values, expectations, motivations (emotional and rational) and language to identify motivating messages, themes, key words, symbols and the persuasive case to be made.
Test and refine preliminary advertising concepts before investing huge sums of money on final ad production or media spend. Present preliminary ads (e.g., taglines, storyboards, video animatics, rough-cut video) to your target audience to diagnose each ad’s effectiveness on preselected criteria and discover how to improve the ad before launch and/or making a “go/no-go” decision.
Measure the effectiveness of specific ads for short-term campaign purposes (e.g., a new or quarterly campaign, announcement of a name change or new product/ service). Analyze groups who are exposed to the ad (in media where it was run) versus not exposed to measure the lift the ad created on key brand health metrics, brand imagery attributes and key messages.
Measure the effectiveness of your brand’s advertising relative to that of your competition on an on-going basis. Identify needed mid-campaign adjustments, ad wear-out, and/or for use in Media Mix Modeling.
Cogent Syndicated is the industry’s leading source for insight on the attitudes, opinions and behaviors of key populations including financial advisors, DC plan sponsors, affluent individual investors and institutional investors.
