Brand Value Check by de Persgroep

, 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

More recent stories

The road map to video development and monetization

(C) INMA The biggest revenue growth opportunity for news publishers in 2013 is video accompanied with high-CPM advertising, according to the INMA Board of Directors. During the INMA World Congress the innovators: Espen Egil Hansen (Executive Editor,... 

How does Fairfax Media deal with print, frequency, and the emerging multi-media dynamic

(C) INMA What does transition from print to digital look like? What are the steps that should be taken? What is the tipping point to make such a transition? Gregory Hywood (CEO, Fairfax Media) answered those questions in his presentation during the INMA... 

Winning the mobile centric consumer

(C) INMA What can premium news companies do to win the younger, Twitter-centric news consumer? During the INMA World Congress, Michael Lamb (Principal, McKinsey & Company) unveiled new research on the subject and recommended new ways to connect with... 

Disrupting the disruptors: Accelerating print and digital transformation

(C) INMA Three of the world’s leading news publishers spoke during the INMA World Congress in New York about what they are doing to accelerate their transformations on the road to multi-media. Lewis D’Vorkin (Chief Product Officer, Forbes... 

The advertising revolution at the Times of India

(C) INMA The Times of India is the world’s largest English-language newspaper with more than 4.6 million circulation daily. The company thinks big, even in an exponential age. The presentation done by Shrijeet Mishra (Chief Operating Officer, Times... 

The Huffington Post and the emerging new publishing model

(C) INMA The Huffington Post has changed the rules of publishing in its eight short years of operation as a news, blog and original content Web site: a clear point of view, citizen-powered contributions, clever traffic generation, social media infusion,... 

Digital disruption: Unleashing the next wave of innovation

(C) INMA Publishers can disrupt the digital disruptors with a risk-taking mindset that builds on existing platforms, seeks out adjacent possibilities, and shows a willingness to disrupt yourself before competitors do. Based on his book released in February...