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:
- 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
- Ad evaluation – respondents are shown the ad. 4 parameters: cognitive (is it enough information?), creative (is it original, and eye catchy?), affective (measuring
- 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?)
- 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
- has a better understanding of brand image
- gains insights in brand positioning
- leaves the meetings with more valuable information
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