Pre and Post Campaign Evaluation

Description

Pre and Post Campaign Evaluations are aimed at identifying recall, strengths and points for improvement both in the pre and post launch phases of communication campaigns, recommending the adjustments necessary to improve the return on investments and advertising results. It is possible to conduct a qualitative phase first to achieve in-depth understanding of what the campaign transmits and the messages it conveys. This would be followed by a quantitative phase to measure the campaign’s performance.

Research Objectives

• To evaluate the impact and receptiveness to a campaign
• To test whether the campaign transmits the intended message
• To understand the emotional and functional benefits it delivers
• To analyze elements of the form and content of the campaign
• To check the fit between the campaign and the product proposal and the company’s brand and values
• To test a campaign’s call to action
• To evaluate which options for a campaign would be potentially more effective

Measures Tested

• Recall of communication
• Impact
• Likes / dislikes
• Identification with the brand
• Understanding of message
• Degree of mobilization
• Identification with the target public
• Attractiveness and Involvement
• Purchase intention

Data Collection Technique

Focus Groups; Personal Interviews in a Central Location or via internet showing the campaign being tested, or by telephone only for spontaneous recall, without presenting the campaign

Stimuli

TV, radio, internet, magazines, newspaper advertisements, etc.; mailing pieces, folders and other promotional materials

Minimum Recommended Sample

4 to 8 Focus Groups; 150 Personal Interviews

Duration

6 to 8 weeks