“Half the money I spend on advertising is a waste of money, and the problem is I don’t know which half”
The most effective campaigns are built on consumer insight to help devise a compelling set of messages and targeted media strategy. This insight can come from a variety of sources and our usage and attitude (U&A) studies always identify the nuggets of insight that can make a difference.
Measuring the impact of campaigns is best achieved by looking at the response created e.g. sales, and the impact the campaign has on consumer behaviour. We use our own advertising tracking monitor (often combined with brand tracking) to achieve a full understanding of ‘how’ a campaign is working.