Advertising in modern markets is as complex as it gets. These days major ad campaigns must combine several types of media, which interact in multiple ways. Correspondingly, consumers, depending on their lifestyles and demographic characteristics, are exposed in various degrees and with various outcomes. And on top of this, very often creative ideas are interpreted differently from what communication gurus plan. Making sense of all these factors to evaluate advertisement is indeed a daunting task for any marketer.

As a response TNS has developed AdEffect, a sophisticated yet intuitive research tool to measure performance of ad campaigns amid intricate market conditions. AdEffect helps our clients untangle all elements to precisely evaluate whether a given marketing communications scheme is achieving the intended objectives and why.

Benefits of AdEffect™

• Models the relationship between media pressure and campaign performance for a particular case, thus identifying audience response patterns and determining optimal repeat (GRP)
• Reveals the synergistic effects among the different types of media used in the campaign and their individual contributions to overall performance, determining optimal combinations
• Because several brand metrics can be linked, it determines whether the creative concept is being perceived correctly and whether it is actually enhancing brand equity
• Can simulate potential effects of changes in distribution or levels of spend by medium, helping to determine best media deployment.

AdEffect™ Output Examples