Advertisingandcommunicationresearch

Going “on air” with an advertising or communication campaign without having tested it in advance is a big risk. Will the campaign work as desired? Will the target groups understand the messages? Will the campaign appeal emotionally? Will it trigger interest in the advertised offer and create an incentive to buy or use the offer?

An advertising pre-test by intervista provides certainty in this regard – and is a small investment that is always worthwhile: not only as a safeguard against advertising expenditure that could fizzle out ineffectively, but also because it can massively increase the return on investment of the campaign. An advertising pretest, for example, clearly shows which design variant performs best and which optimisation measures are possible. In this way, the impact potential of each individual advertising contact can be increased in a relevant way.

Marketing managers and advertising agencies like to rely on advertising pretests from intervista. Because we respond to individual campaign goals and use proven and innovative research techniques. And because our broad experience and commitment is simply tangible – from the conception of the research design to the concrete recommendations for action.

Campaign tracking is a valuable instrument in marketing controlling. In a zero measurement before the start of the campaign, possibly in intermediate measurements during the campaign and in a post measurement after the campaign, the central KPIs are collected – in a sample representative of the target group in the intervista Online-Panel.

By comparing the measurement times, it can be clearly demonstrated how well the marketing activities achieved the set goals: How much has brand awareness increased? Has the image improved in the relevant dimensions? To what extent have attitudes and knowledge changed? Is there now more interest and a higher purchase or usage intention?

In the post measurement of the campaign tracking – or with an advertising post test, if no zero measurement was carried out – valuable insights into the concrete implementation of the campaign can also be determined: Did the campaign leave a lasting impression on the intended target groups? Which advertising materials were remembered? Were the messages understood? Did the campaign appeal and appeal emotionally? Was the campaign a concrete trigger to obtain further information, change behaviour or buy the advertised product?

intervista has a lot of know-how in the conception, implementation and interpretation of campaign tracking and advertising post-tests. We have already provided research support for hundreds of campaigns – from small, subtle marketing activities to large-scale information and awareness-raising projects – and are always pleased to provide our clients with important learnings and concrete input for their next campaigns. We don’t just measure impact and success, we actively contribute to it.