To effectively measure if an advertisement is working, firstly, we need to know what it is trying to do?
Often research tries to measure advertising effectiveness by measuring everything which simply results in consumer fatigue!
We recognise that each brand is different and in many mature markets the role of advertising is often to keep the brand salient than to overtly “persuade” consumers to buy the product.
Before we even begin talking to consumers we agree with you some fundamentals:
What are the advertising objectives and who are we trying to talk to? Once we know the brand’s landscape we can develop a customised questionnaire to measure all the relevant criteria.
The key word here is relevance; we only measure what’s important and not everything about the advertisement which just leads to consumer disengagement. We can measure a range of issues: ENGAGEMENT, RELEVANCE, PERSUASION but we only do this if it makes sense in what you are trying to achieve!
Armed with all of the above information you receive clear feedback on the IMPACT of current advertising amongst your target audience.