Advertising Effectiveness Evaluation

How effective is an advertising or public relations campaign? What made it work or fail? What can you do to make the next campaign better? Capitol Research Services helps clients answer these questions with advertising effectiveness studies.

The combined effect of the creative design and communication channel helps determine campaign success. Our experienced researchers will select the best tools to evaluate both of these factors.

Creative testing is ideally conducted before the ad placement, though post launch
testing is also conducted by many companies to identify problems. Pre-testing can be executed in almost every stage of the creative development, from text statements of ad concepts, story board or animation version to the complete version. The higher your production cost, the earlier you should put the idea to test. While qualitative tests are more common for pre-testing, quantitative tests are also used frequently to reach statistically valid conclusions.

Post-testing examines the actual reach and persuasion of the campaign, and is most commonly done quantitatively. Brand and ad awareness, content recall, motivation power and many other measures are used to gauge the overall effectiveness. The findings are an important component in calculating the return on communication investment.