Communication Research

Using communication research can assess and optimize the effectiveness of an advertising campaign at an early stage. Increasing competition and selectivity of the consumer call for ever more sophisticated advertising. Here, bad investments can be avoided if evaluation measures accompany the campaign development process as early as possible, measure their impact and therefore provide input for improvements before launch.

Thus, early insights are gained as to whether

• the presentation of the advertising ensures visibility and attention/engagement,
• the ad is remembered as intended and if
• the advertising campaign has the desired persuasiveness.

Pre-and post-test
The pre-test of an advertising campaign or an advertising medium allows the prognosis of the publicity value before launch. In a multi-stage pre-test approach, changes in the perception can be documented through comparison with the test of the revised promotion plan and successfully used for further development of the campaign.

Using a quantitative post-test, the real success of the advertising after launch can be measured. Tracking processes enable performance measurement over a longer period of time and show changes.

The use of instrumental techniques (e.g. eye-tracking) followed by memory tests and qualitative interviews allows the analysis of cognitive processing stages of consumers in addition to the spontaneous impressions, so that an in-depth view of the advertising effectiveness develops.

What we do for you
As an experienced expert in the field of communication research SKOPOS will assist you in assessing and improving your advertising efforts. Whether ads, flyers, websites, web banners, user manuals, TV spots, brochures and product packaging - we develop the research concept with you to put the awareness of your brand and product performance in perspective.

SKOPOS is available for advice and support during the entire evaluation project and supports you with the optimum implementation of the results, e.g. through joint implementation workshops.

Range of methods
The method spectrum used by SKOPOS is very broad and specifically tailored to the existing problem. Possible approaches are:

Image analysis

Advertising effectiveness analysis

Website evaluations