TNS Infratest

AdEffect

Analysing advertising effects under media influences

To evaluate the efficiency of an advertising campaign, the AdEffect test distinguishes:

Quality of the campaign
(creative performance)
+
efficiency of the media plan
=
efficiency of the campaign

Unlike many perspective, traditional advertising effect analyses, this test measures the extent to which a target group has actually been reached through the media approach of a campaign. Respondents having no chance of contact with the campaign can be compared with those having a low or high likelihood of exposure. Against this backdrop, the test measures the penetration (increase of brand awareness, ad awareness, recognition), communication performance (“correct” perception and interpretation of the communicated content) and persuasive power (enhancement of brand sympathy and consumer acceptance) of a campaign.

These effect parameters are analysed, taking into account the media plan being used.

The AdEffect approach is therefore able to ascertain:

• whether a campaign is working in terms of the set targets.
   
• what the optimum advertising pressure is (saturation effects = optimum contact dose), or whether too much or too little is being invested.
   
• how well individual media are performing (assessment of the media mix / cross-media analyses).

In this way the effects of the media plan can analytically be separated from the evaluation of the campaign quality.

AdEffect is not a tracking instrument. It is a singular ex-post evaluation of an entire campaign, taking into account the media being used.

Classical control-group measurements (e.g. pre-campaign TO measurements) may be replaced by groups of respondents who have had no contact with the campaign, in case that a pre-campaign (T0) measurement is missing.

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