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What? RAM's unique analysis tool provides its media customers the ability to chart purchasing habits in entire industries and then links these results together with individual ad measurements. This produces clearer results that not only map out different markets, but also detail the strengths of the medium and provide a foundation for sales pitches and specify communication targets with the advertisement. How and Why? In step 1 panel members respond to a general survey of purchasing habits – often by industry. Both current and potential advertisers (media customers) can be found among the options. The questions vary from industry to industry and provide basic answers on issues such as brand awareness, attitudes, preferences, visiting behavior and advertising flyers. Step 2 includes following-up with individual advertisers and connecting them with Step 1. A standardized RAM ad measurement measures a single advertiser or several advertisers – that were measured earlier in Step 1. The results are a graphic report displaying how the ad changed the consumer’s knowledge, attitudes and behavior. The report interface also shows the results, the actual return on the advertising investment (ROI). The following retailers, industries (and brands) can be studied in terms of purchasing habits:
Benefit? All companies or brands that are included are mapped to ensure their position. With the help of Step 1 and 2 measurements, the difference in attitude and behavior provides an idea of how far you can move the consumers using the relevant advertising media. This gives a good basis for beneficial discussions and suggestions. The media sales personnel and advertising producers get also a tool that can help prove important and fundamental theses. The consultative part of the sales work increases. For example, you can discover whether the ad campaign led to more store visits or whether it actually increased shopper loyalty towards a particular store/chain. |
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Measuring the value of communication
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