Category: analysis
People who are 2+ and had access to (but did not necessarily use) an Internet-enabled computer within the time period.
Coverage is the percentage of all unique persons falling within a specific demograhic target that visited a particular website or used a particular application. For example, "12% of all 18-24 year olds visited Website A during the month of December."
Source: Nielsen
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A measure of the likelihood that the target audience will consider purchasing a product or service as a result of viewing an advertising campaign featuring the product or service. An example of a question utilized to elicit consider intent: The next time you are choosing a casual dining restaurant, how likely are you to consider Applebee’s?
Consideration is an important measure of brand health, and is often measured in advertising effectiveness studies. Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased consideration.
A measure of the likelihood that the target audience will purchase a product or service as a result of viewing an advertising campaign featuring the product or service. An example of a question utilized to elicit purchase intent: The next time you are choosing a casual dining restaurant, how likely are you to choose Applebee’s?
Purchase Intent is an important measure of brand health, and is often measured in advertising effectiveness studies. Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased consideration.
Purchase Intent is a key metric for analyzing the success of online or offline media spending based on ROI. “It is becoming very important because we constantly have to be able to say if investing in [certain] types of media will drive towards a response,” says an agency researcher in AdAge.
One way to increase intent to purchase is to diversify your media mix---adding print or online to TV for example,
according to a study by market researcher Advertiser Perceptions. Their research showed that consumers were more likely to express an intention to buy with multiple media across categories such as consumer electronics, apparel, automobiles, beer and toiletries.
A measure of how well the target audience is able to recall the specific messaging from an advertising campaign. An sample question: Which casual dining restaurant, if any, uses the following message in its advertising: “Welcome to the Neighborhood.” Typically the campaign message being measured is explicitly stated in all components of the campaign being measured.
Message Association is an important measure of brand health. Advertising effectiveness studies utilize a control exposed methodology to measure whether message association has increased as a result of an advertising campaign or marketing program.
A measnure of a respondent's overall opinion about a brand. A sample question to elicit the level of brand favorability would be: How would you describe your overall opinion about Applebee’s? Respondents are asked to rate their opinon on a scale similar to the following: Very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, very unfavorable.
Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased Brand Favorability.
Measures recall of a brand’s online advertising. An example of the type of question that would be utilized to elicit the level of online ad awareness: “Which of the following casual dining restaurants have you seen advertised online in the past 30 days?” Respondents would choose from a list of brands the casual dining restaurants they had seen advertised online in the past 30 days.
Online Ad Awareness is an important measure of online advertising effectiveness. Control exposed methodology is utilized to measure the level of online ad awareness.
A measure of the number of people who, when prompted, express knowledge of a brand or product.
A question to measure aided awareness for casual dining brand Applebees, for example, would be: Have you heard of the following casual dining restaurants? Survey respondents would be asked to choose from a list of brands, including Applebees, that follows the question.
Aided Awareness is an important measure of brand health, and is measured utilizing a control exposed methodology to determine advertising effectiveness.
A measure of the number of people who, without prompting, express knowledge of a brand or product.
An example of a question to measure unaided awareness for casual dining brand Applebees, would be: When thinking of casual dining, what restaurants come to mind?
Unaided Awareness is an important measure of brand health, and is measured utilizing a control exposed methodology to determine advertising effectiveness.
