Measurement of media programs help to insure that the program stays on track. There are several types of measurement tools available. Since measurement is related to the specific customer needs there is no one-size all solution. Types of measurement utilized include but are not limited to:
Awareness/Benchmark Studies
Awareness/Benchmark studies can be formulated to measure specific details of a company’s perception, image, and competitive position in the market and product usage.
Online Measurement
Web activity reports through companies like Web Trends are essential for understanding the level of response rate for online advertising programs. Customized reports can be developed with online partners depending on their reporting services.
Volume Tracking Measurement
Tracking volume of product movement as pre-, during and post-campaign periods help to determine lift as well as sustained product lift. This data is either customer supplied or available through vendors such as those using customer loyalty databases.
Readership Studies
These studies will measure criteria such as information value, notice-ability and believability. Some studies such as Readex provide reader verbatim comments related to the overall appearance of the ad and the significance the message has with that reader. Participation in studies is dependant on advertising in Ad Study issues; these will be incorporated into print schedules as available.
