Evaluation of Advertising Campaigns
Evaluations of advertising campaigns should not be carried out only in ex-post-facto terms. Evaluation of the scenario before and during the launch is also recommended.
By carrying out measures before and during the campaign, one can evaluate the level of awareness and recall of the product or service, as well as obtain valuable information about consumer tastes and preferences.
A more in-depth type of measurement can be made conducted directly evaluating the campaign that will be launched, and to do this, "storyboards" may be used. For television commercials, they can be carried out using the Perceptual Analyzer, a tool that CID Gallup makes available to its clients to carry out quantitative and detailed analyses of audiovisual material.
Related links
» Perceptual analyzer
» Monthly Advertising Follow-up
» Advertising Penetration
» Consumption, Use and Attitudes
» Image Studies
» Brand Presence
» Investigation of Names and Concepts
» Center for Qualitative Research
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Among all adult Costaricans, 18% live in a rented house.
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