Market Research

• Advertising Evaluation & Performance Tracking

Evaluating and tracking the effectiveness of advertising is a challenging and diverse set of tasks. Advertising evaluation can mean testing of messages, measuring or tracking of awareness and attitudes, or measurement of outcomes tied to advertising efforts. Whatever its form, an effective test of advertising performance is vital to ensuring the enormous investment associated with advertising is being put to good use.

FMG monitors the effectiveness of advertisements through measurable dependent variables based on the goals of the evaluated communication campaigns and established best practices in the field. Evaluation metrics are interpreted in conjunction with other relevant data (e.g., media spend, media targeting, market segmentation characteristics) in order to provide critical insight on the marketplace and how it was affected by the advertiser's marketing messages and decisions. Key evaluation metrics include:  Awareness, recall, understanding, emotional reactions, behavioral intentions, brand imagery, attitudes toward the brand and targeted behavior, and purchase or similar behaviors.

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