AdTrend is a tracking instrument to gauge the effect of TV advertising campaigns. Campaigns are analyzed continually over a one-year period. This enables the success of a variety of different advertising strategies to be examined. An analysis on a target group, product group or brand level is just as possible as an analysis of the effects of advertising pressure, regularity of contacts and class of contacts. It is a way to gauge the success of entire campaigns.
Besides evaluating specific campaigns, generalizing results can also be gained concerning the process behind advertising effectiveness by accruing data over a number of years from a variety of different campaigns. This results in fundamental knowledge which can be used to significantly improve media planning.
AdTrend also includes an annual examination and analysis of around 60 brands from almost 20 product groups. Every week, 300 computer-aided telephone interviews are carried out. The survey provides information on aided brand recall, aided campaign recall, sympathy for the campaign, willingness to buy and specific brand use.
Besides data from this survey, AdTrend also works with TV viewership data from GfK Television Research and tune-in data from Nielsen Media Research. Only when all this data has been brought together is it possible to make statements on the effect of TV contacts on the gauged effect of advertising.
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