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 | | | AdEf - Measurement of print ad effectiveness | |
The task of optimizing advertising budgets is always relevant both for advertising agencies and advertisers. This is particularly important in the segment of the press, where a large variety of formats generates a price range. Therefore, the market has an objective need for statistical indicators that allows to choose a format for print advertising based not only on experts’ assessment, but marketing research data as well.
To solve these problems, COMCON’s experts developed and tested a unique method for analyzing relative effectiveness of advertising formats in the press. The results of the AdEf project allow to optimize placing advertisements in print media through a system of coefficients and comparative analysis of performance indicators in the context of the target groups.
AdEf combines two correlated components: AdEf Media - evaluation of media advertising effectiveness (placement by formats and “thirds” of a publication); and AdEf Creative - analyzes the influence of creative concept parameters on print ad recall, purchase intent for a brand, and evaluation of print ad.
Data for AdEf was collected in June-July 2009, glossy magazines were researched. data subscribers will have a unique data base with 500 tested ad prints.
Research objectives |
To evaluate the effectiveness of advertising formats in magazines in terms of
- ad recall
- ad liking
- purchase intent
- comparison to a standard page
To define factors that influence advertising effectiveness, including
- ad positioning (“thirds,” before content, etc.)
- publication type
- target groups
- brand awareness
- creativeness of advertising
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Tagret group and sample |
The sample size totaled 1,000 respondents among Muscovites aged 18-45 years assessing their financial situation as average/ above average, regular readers of publications. |
Research method |
Ëè÷íûå Hall-test face-to-face interviews |
Publications |
17 issues (May and June 2009) - Elle, Cosmopolitan, Bazaar, Vogue, Glamour, L’Officiel, Maxim, GQ, Esquire, Men’s Health, Forbes |
Categories researched |
Automobiles, strong spirits, beer, cosmetics, perfumery, shoes and clothes, accessories, watch, jewerly, tabacco, medicine, hygiene.
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Contact person:
Timofey Barsov,
Media Research Director
 +7 (495) 502 9898
 data_inquiry@comcon-2.com
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