Communication Effectiveness
"Half the money I spend
on advertising is wasted,
the trouble is, I don´t know
which half."
Henry Ford I on Advertising
1908 - Today
Since Henry Ford launched his “Model T“ in 1908, cars have developed substantially – and so has the measurement of advertising effectiveness. So if you want to find out which half of your advertising spending is useful and which isn´t, we can provide you with a clear answer.
Speaking of “useful“: We do not consider it particularly useful to employ standardised research methods (e.g. Impact Test, Ad Tracking). A clear definition of objectives marks the beginning of our work with you and your agency:
Thinking beyond one´s own back yard.
or
There are questions which our clients rarely ask us, but which we frequently ask our clients.
Such as: How is classical communication aligned with other instruments? Especially where the purchase decision-making process is complex and involves several stages, the secret to success frequently lies in the effective integration of different communication instruments and their messages: sponsoring, PR for awareness, radio and online marketing for building brand knowledge, print (magazine), TV and billboards for image building, direct mailings, customer care centre, promotions and homepage for convincing customers, POP advertising, sales support and tactical advertisements for triggering sales or churn. (Incidentally, what can be considered the ideal form of integration of different instruments differs widely across individual industries and target groups.)
It is obvious: isolated measurement of recall, impact and liking of individual means of advertising is not sufficient. What we achieve for our clients is data-based advertising consulting. marketmind is sparring partner for professionals in client organisations and agencies.
Our shared intention: Let us not conform ourselves with 50 percent!
on advertising is wasted,
the trouble is, I don´t know
which half."
Henry Ford I on Advertising
1908 - Today
Since Henry Ford launched his “Model T“ in 1908, cars have developed substantially – and so has the measurement of advertising effectiveness. So if you want to find out which half of your advertising spending is useful and which isn´t, we can provide you with a clear answer.
Speaking of “useful“: We do not consider it particularly useful to employ standardised research methods (e.g. Impact Test, Ad Tracking). A clear definition of objectives marks the beginning of our work with you and your agency:
- What is it that the campaign is meant to achieve? Does it aim to increase awareness, brand knowledge, image, or sales figures?
- And what can it achieve? What is realistic in the respective industry and what isn´t? Who is the core target group?
- Which levers does the campaign use? Which advertising techniques are applied?
- Is the media mix appropriate in view of the objectives, the target groups, and the techniques employed?
- Where are question marks, if any? What are potential weaknesses?
This approach acknowledges the strategic and creative work of advertising department and agency. And by the way: There are highly effective advertising campaigns which are successful particularly because nobody likes them.
Thinking beyond one´s own back yard.
or
There are questions which our clients rarely ask us, but which we frequently ask our clients.
Such as: How is classical communication aligned with other instruments? Especially where the purchase decision-making process is complex and involves several stages, the secret to success frequently lies in the effective integration of different communication instruments and their messages: sponsoring, PR for awareness, radio and online marketing for building brand knowledge, print (magazine), TV and billboards for image building, direct mailings, customer care centre, promotions and homepage for convincing customers, POP advertising, sales support and tactical advertisements for triggering sales or churn. (Incidentally, what can be considered the ideal form of integration of different instruments differs widely across individual industries and target groups.)
It is obvious: isolated measurement of recall, impact and liking of individual means of advertising is not sufficient. What we achieve for our clients is data-based advertising consulting. marketmind is sparring partner for professionals in client organisations and agencies.
Our shared intention: Let us not conform ourselves with 50 percent!
