| AdPact (i.e., Advertising Impact) is an innovative approach to
assessing advertising effectiveness developed over the past twelve
years by Lang Research. In contrast to other advertising effectiveness
methodologies, AdPact is designed to assess "advertising impact".
AdPact not only tells you whether the target audience recalled your
advertising, but also whether they had an opportunity to see your
advertising, understood it, linked it to your brand, believed it, and
were emotively affected by it. Moreover, AdPact determines whether
your advertising is significantly enhancing product brand equity and
purchase consideration and preference.
What
AdPact Contains
AdPact is an array of measurement and analytic strategies
that provides feedback concerning:
- Unaided/Aided awareness of campaign material
- Message comprehension and depth
- Emotive response to the campaign material
- Unaided and aided brand registration
- Campaign information yield
- Campaign reaction/response
AdPact also assesses the brand equity of a product relative to its
competitive set, including:
- Unaided/Aided awareness of a brand relative to
key competitors
- Product image strengths and weaknesses and
current positioning
- Product consideration, preference, purchase
trial, repeat purchase and customer loyalty
- Perceived advertising share-of-voice relative to
key competitors
AdPact Impact Tests
One of the unique features of AdPact is that it permits the
impact of advertising on brand equity to be assessed through a
technique known as Impact Testing. Statistical models are used to
predict the attitudes and disposition of individuals had they not been
exposed to the advertising. The statistical deviation from this
predicted value among campaign recallers is used to indicate the
extent to which the campaign impacted each aspect of brand equity.
AdPact Norms
AdPact has been employed to assess over 250 campaigns
involving over 400 advertisements. Because of this, the results from
AdPact can then be compared to the AdPact normative database providing
a clear indication of a campaign's success relative to other
campaigns.
Applications
AdPact can be used to assess television, radio, print,
outdoor or direct mail campaigns, or any combinations of these. AdPact
may be used to assess the relative impact of each component of a
campaign relative to expenditure to provide guidance in the selection
of media mix.
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