Advertising Research
We make use of globally tested tools for advertising research developed by Ipsos ASI which has specialized in advertising research since 1962.
Ipsos-ASI's research products correspond to all stages of advertising campaign development and implementation.
All products within our product line have been successfully used in Russia. The obtained normative base supports the quality of our recommendations.
Advertising Strategy Test
Next*AdStrat - advertising strategies (messages) tested prior to development of any creative vehicles.
Creative development
Next*AdLab and Next*StratLab are the latest of Ipsos ASI's Next* pre-testing solutions. Comprised of a combination of quantitative interviews, followed by qualitative focus groups (among a smaller group of the same audience), helping our clients select the creative approach or strategy with the highest potential as the study takes place.
Next*Idea - advertising idea tested in the form of a video story board (storyboards, animatics)
Advertising pre-testing
Next*TV - in-home final TV copy test. This is the closest methodology to real TV viewership patterns (in-home exposure, watching the film, 2 ad clutters, self-erasable tape, real advertising efficacy measures)
Next*Print, Next*Outdoor, Next*Radio - test of print, outdoor or radio advertising.
Next*360 - pre-testing multimedia communication campaigns (TV, Radio, Website, POS, etc.) enabling you to focus your efforts on the strongest contributors, and even make modifications to less weaker performing channel vehicles to enhance their effectiveness.
Next*Kids - test of advertising targeted at children
Advertising post-testing
Next*On-air - one-off measurement of copy and media effectiveness at the end of the advertising campaign, creative and media planning efficacy, campaigns efficacy for TV and cinema (STC), outdoor (BAF), print (SIP), and radio (SIR) advertising
Qualitative evaluation of advertising pre- and post- testing
Next*Quali - True qualitative research based on ASI's proven philosophy of effective advertising, for deep understanding of the way in which the execution works
In-market assessment
Brand*Graph - continuous or dipstick campaign tracking for the purposes of monitoring its effectiveness and brand health. In addition to ad and brand dynamics may help you to monitor the attitude of respondents to the crisis and possible reactions to it.
Brand*Graph360 - in market evaluation of multichannel, multimedia, holistic communication campaigns which tracks the in-market reach, impact, and cost effectiveness of all your communications. The best anti-crisis solution in case you wish to optimize your media budget.
Brand*Graph Express is a new fast, affordable tool to assess and maximize copy and media performance. This light post-test instrument allows to evaluate ad in any media and answer if the ad had an impact on driving sales / consumption profile and created emotional response, should we use the same copy in future and what media plan is optimal in terms of achieving needed level of brand awareness, Equity parameters and purchase intent.
Brand Equity assessment
Equity*Builder - a in-depth brand health diagnostic tool allowing clients to track their brands' health along with competitive brands enabling actionable enhancements to brand strategies for future strengthening of their brands' position in market. It can help you to check if your brand equity is stable during the crisis and how the competitors perform.
For all questions please contact Elena Speer.
e-mail: elena.speer@ipsos.com
Tel.: +7 (495) 981 5646 Fax: +7 (495) 981 5647
