Advertising Research

Wilkerson & Associates has developed research methodologies to support each phase of the advertising development cycle. Advertising Agency / PR Clients Advertising Research Clients Report Example Advertising/Positioning Idea Development Exploratory research and in-depth customer interviews to identify areas of opportunity for new high impact messages Analysis of recent internal and external research to identify areas of dissatisfaction and low levels of satisfaction Customer satisfaction surveys Brand positioning research findings

Advertising Concept and Positioning Testing Cross functional development teams screen and rank ideas Concepts are screened and ranked based on costs to develop Concepts are ranked based on communications potential and current goals The “Best of the good ideas” are selected for implementation Prototypes are developed in rough form

Advertising Pre-Testing Exploratory research to test consumer reaction to “new” ads Quantitative study to confirm exploratory research findings “Day After” telephone or web surveys to measure recall and impact in test markets Tests of the copy in the field Analyze performance of new advertising – solicit customer likes and dislikes Conduct competitive positioning studies to evaluate changes due to advertising Evaluate market position over time

Awareness, Attitude, and Usage Tracking Studies Track customer awareness and behavior as a result of advertising over time Identify size of non-aware segment Define strategies to convert non-aware consumers Evaluate impact and effectiveness of advertising and promotional effects

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