CASE Studies

case studies Brand Track:
Ad-Evaluation Study


Background

The Client, a leading Education Player, wished to evaluate ad awareness and perception for their Brand X marketing campaign, before and after the campaign, with a repeat research study after 3 weeks





Objectives
  1. The objective of the study was to understand message comprehension from the Ad and assess the impact on Brand X on the key areas of recall and perception
  2. Derive metrics representing key ad elements for brand recall and perceptions there by track these after an interval of 3 weeks

Learnmile Approach
  1. Learnmile commenced with a Quantitative survey to assess reach and perception of the marketing campaign among the targetedInternet population
  2. The Target Audience was 28-35 years old men & women who experienced Brand X atleast once a month
  3. First objective of the study was to understand message comprehension from the Ad and identify elements & or sequences liked & or disliked in the Ad
  4. The second key objective was to derive metrics for key ad elements and establish their interactions and relative importance for brand recall and perceptions, thereby track these after an interval of 3 weeks
  5. The metrics was developed around two key parameters – Involvement & Persuasion.
  6. The questionnaire focused around building the key metrics of Involvement & Persuasion, measuring level of engagement with the ad, ease of understanding, relevance, uniqueness of the ad and its association with brand X.
  7. The marketing campaign was next evaluated on imagery parameters such as Friendly, Approachable, Knowledgeable, Aspirational, Stylish & so on.
  8. The final deliverables included a Topline report and a comprehensive report detailing out the findings.

Impact

Case study
The study helped our client to understand the construct with PER Bifurcation
The respondents were classified into two categories
a) I-PER  (Involved Persuasion)- % of those who are both involved and persuaded.
b) B-PER (Bypass Persuasion)- % of those who are not involved but persuaded.


Methodology Summary
  1. Offline & or Online survey
  2. Diverse geographies in India – chosen basis specific criterions important for the Brand
  3. Sample Size: 1000
  4. Target Audience detailed definition & clear “quotas” for the study
  5. Key Metrics
    • Involvement & Persuasion
    • Level of Engagement
    • Ad Content Recall
    • Ad Dislikes
  6. Ad Diagnostics
    • Ease of Understanding
    • Uniqueness
    • Ad Recall
    • Brand Imagery
  7. Ad Elements
    • Slogan/ Punch line Recall
    • Association with Brand X
    • Pace
    • Music
    • Liked & or most liked

A few Indicative Outputs

case study case study


Summary note

A leading Education Player, wished to evaluate ad awareness and perception for their Brand marketing campaign, before and after the campaign. The objective was to understand message comprehension and assess the impact onthe key areas of recall and perception, derive metrics & track after an interval of 3 weeks.


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