AdProbe – Giving an Edge to the Advertisers

The industry of market research keeps on evolving. Organizations that are involved in this industry keep on conducting surveys and reviews to understand different market conditions and the effectiveness of marketing tools used for advertising and market communications. They keep on studying the effects of advertising, media and market communications.

 

The IPA, UK’s professional body for advertising and market communications carried out a study to understand the development and evaluation of advertising and market communications. They found that emotional campaigns are the most vital campaigns for driving more penetration, sales and market share.

Now, the question arises – What drives emotions the most?

The answer to it is creativity.

 

Creativity is very instrumental in driving emotions. Creating emotions triggers advertising because it generates more engagement. It further impacts the engagement of people with the advertising and communications. Another finding of IPA showed that creating buzz is also important for acquiring excellent results. Spreading more word of mouth is essential to advertising. Encouraging people to talk more about a brand also is effective to large extent. 

The next key finding of the study conducted by IPA was that many of the traditional indicators responsible for showing results for advertising were not accurate. The predictions of these indicators were not trustworthy and least accurate. So, in order to evaluate advertising accurately, IPA suggests “Metric of Metrics”.

 

In order to cater to sales and advertising campaigns effectively, organizations are adopting new metrics. They keep on introducing comprehensive ideas that can be applied at the creative development phase. One of the best examples of an advertising evaluation tool is AdProbe. It is a comprehensive tool that primarily focuses on metrics. It helps in measuring ways that can help in driving advertising in an effective way. The tool is packed with multitude of ideas which can be applied to bring amazing results in advertisements. It features new thinking and metrics that are designed to give an edge to the advertisers.

 

AdProbe gives a clear understanding of what the advertising is communicating to consumers. It helps advertisers know how advertising is more effective these days and how it is influencing consumers in a positive way. Also, it helps to know how customers respond or behave at advertising. AdProbe is a database that offers unique comparisons of all kinds of advertising. An advertiser can also explore the balance of advertising and the relationship between brand, messaging and other important creative elements without any hassle by using this tool.

 

AdProbe has all the ideas that can be implemented at the creative development phase. These ideas can be applied through qualitative focus groups and through quantitative pre-test, post-test or on-going tracking study. It has got all the new thinking that will help an advertiser to involve in advertising in a professional manner.

 

About the Author:

 

The author has developed a new frame work, AdProbe, a comprehensive evaluating tool for Customer satisfaction.