Brand Value Check by de Persgroep

September 26, 2012 by  

, Senior Research Executive, de Persgroep spoke about how measuring and evaluating the advertising effects on brand perception. The BVC (Brand Value Check) was one of the topics of today’s Media Research Seminar at the INMA European Conference 2012.

In 1986 de Persgroep started a study – it was an impact barometer. This tool helped to measure the impact of ads in their newspapers, magazines and online. It consisted of two questions only: how many people saw the ad, and how many people recognized for which brand the ad appeared.

The results of such study were not always good, but this fact helped make people think (both advertisers and publisher): what’s the problem, what did we do wrong?

As the effect they came up with BVC – Brand value check. It gives much more information why some campaigns work and others don’t.

The BVC study consists of 3 phases:

  1. Brand impression. The respondents are given 10 contradictionary values (cool-dull, credible – not credible, etc.). By this they help find the current image of the brand
  2. Ad evaluation – respondents are shown the ad. 4 parameters: cognitive (is it enough information?), creative (is it original, and eye catchy?), affective (measuring
  3. emotional value), conative (will people have more interest in the brand or the product category). There is also an open question: what is the message of the ad?)
  4. 3. Branding effect. It helps measuring to what extent the ad has influenced the image of the brand. During that phase the respondents are asked a partially open question: “In this ad brand X seems to be a brand for ….. people”

The study helps both the advertisers and the publisher. The advertiser:

  • consults on how to improve his ads
  • is being informed on brand position

The publisher:

  • has a better understanding of brand image
  • gains insights in brand positioning
  • leaves the meetings with more valuable information


Feel free to leave a comment...
and oh, if you want a pic to show with your comment, go get a gravatar!

More recent stories

alt text Big data beyond the hype

Lutz Finger, Director Data Science and Data Engineering (LinkedIn) spoke at Digital Innovators Summit in Berlin about what big data really means and how it can be used. Finger sees that big data is big pain as the number of connected devices is growing. The... 

alt text F+W transformation from print publishing to e-commerce company

David Nussbaum, Chairman and CEO, F+W (USA) spoke at Digital Innovators’ Summit in Berlin about digital transformationof his company, and their new business models. F+W has gone through an amazing transformation from a print-focused niche publisher... 

alt text EMAP: Unlocking audience value

  At the Digital Innovators’ Summit in Berlin, Natasha Christie-Miller (CEO of EMAP) shedded some light on the transformation, as well as thoughts on how content-centric businesses can continue to unlock value in an uncertain world.   EMAP... 

alt text VICE: Changing of the guard in media for generation Y

Carsten Kritscher, Commercial Director, VICE Media (Germany) shared during Digital Innovators Summit how his company has collaborated with forward thinking brands to form unique partnerships and develop cutting-edge, disruptive solutions for their needs. The... 

alt text Condé Nast – Programmatic ad transactions for publishers

At Digital Innovators Summit, Rick Welch, Head of Programmatic Sales, Condé Nast (USA) provided an overview of the programmatic ad landscape, and ways magazine media companies can approach building programmatic capability. Condé Nast is home to some... 

alt text The Onion’s evolution towards digital only publication

Steve Hannah shared at the Digital Innovators Summit how they have transformed their weekly newspaper into a 24/7 digital media brand with new business models while staying true to their core brand. The U.S. satirical news brand The Onion has become more... 

alt text Staying on the interactive marketing rocket – discussion

Online adverting and marketing continues to increase its share of global advertising budgets. This session of Digital Innovators Summit featured the perspectives of global brands and a publisher on the state of online marketing – trends, what is working,...