B&A AdEffect
The B&A Advertising Effectiveness Tracking Model is an awareness and evaluation system which establishes The Total impact of consumer advertising, including insights into the relative merits of individual campaigns and/or channels of communications.
B&A AdEffect provides unambiguous measurements of the effectiveness of a campaign at a number of different levels by answering 10 questions which B&A consider essential to understanding the effectiveness of an advertising campaign.
B&A AdEffect uses a bank of norms for 75 campaigns, across all media. All norms are for the Irish market, and are at most 3 years old. We refresh the norms annually to keep up-to-date with the consumer mindset. Norms cover 9 main sectors; the norms are not skewed by any one brand or sector. Campaign performance is then measured against normative averages across the key diagnostic variables of Likeability, Persuasion, Involvement, Top of Class and Staying Power. We also assume clients will include 3-4 KPI statements to the model.
Additionally, B&A AdEffect includes a proven Return on Marketing Investment (RoMI) Model. David Ogilvy famously said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. Our ROMI Study For Tourism Ireland Answered That Question, and a lot more.
