| Our research has repeatedly shown that
ad awareness alone is not sufficient to assess the effectiveness
of advertising initiatives. In fact, in many instances
(such as repeated flights of the same campaign), ad
awareness can be quite misleading concerning the degree
to which a campaign is achieving its intended objectives.
Moreover, we have learned that advertising campaigns
with similar levels of awareness can have dramatically
different impacts of the brand equity of the advertised
product At Lang Research, we believe that the most
important measure of advertising effectiveness is the
extent to which advertising impacts the brand equity
of the product advertised and increases purchase consideration,
purchase preference and trail/repeat purchases.
AdPact,
our proprietary ad tracking system, is designed to provide
this vital feedback. In combination with campaign operational
performance indices, we have helped advertisers determine
why their campaign was effective, and more importantly
(if necessary), why their campaign did not achieve its
objectives, permitting corrective action to be taken
for future campaigns.
AdPact
is based on over 12 years of research and has been employed
to assess over 250 campaigns.
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