Advertising Effectiveness

What is it?

An advertising effectiveness study from TABS Analytics measures the short-term impact of media advertising.  It can measure any type of media as long as certain criteria are met i.e.: 1) the investment must be significant enough to be measured, 2) the measurement time period from a pre-advertising condition must be sufficient, and 3) the advertising must be executed during a well-defined period of time.  These studies can be more broadly defined as measuring all forms of consumer marketing investment:  advertising, consumer promotions (such as FSI’s), and public relations.

What are we buying?

You are buying the modeling expertise of TABS Analytics in order to quantify the impact of your marketing investment.   We measure the impact on three dimensions:  1) the effect on brand awareness – aided and unaided, 2) the effect on brand favorability and perceptions, and 3) the effect on sales.  While ideally advertising affects sales, it can also greatly impact brand awareness and favorability, which adds value to the brand.  You are not just buying a black box model but a customized tool to meet your needs.  The deliverables come in easy-to-understand power point slides and appropriate support data.

How will it help us?

You will be able to make adjustments to your marketing budget much earlier in the process.  Instead of waiting 3-6 months to get a read, we provide an effectiveness read within the first 30 days of the start date, and monthly updates thereafter.

How is it different?

Our modeling is based on, and validates the academic foundation established by, Dr. John Philip Jones in When Ads Work: New Proof That Advertising Triggers Sales1. His fundamental premise was, when ads work, the impact is immediate and measurable.  In addition, our measurement of marketing investment includes consumer survey work, household panel data (if available), and point-of-sale data analysis.  Our distribution-based analytics methodology and our TABS AccuBase® ensure you receive the most accurate measurement of marketing investment available.

How can we get started?

The cost of this study is approximately $15,000 for setup, and $7,500 for each monthly or quarterly update.  If possible, we look for a 60 Day pre-period so that the marketing measurement would occur in month three.  Study costs include the charge for survey data, but not the cost of scan data.  The study can be cancelled with a 30 days notice.  Investing in this knowledge is just a fraction of your marketing campaign.  But it can save you millions of dollars, or provide the catalyst for making changes in your marketing efforts.

Footnote:

  1. When Ads Work: New Proof That Advertising Triggers Sales by John Philip Jones Publication Date: October 12, 2006 | ISBN-10: 0765617390 | ISBN-13: 978-0765617392 | Edition: 2