• The potential of your commercial to impact sales
• How it is contributing to brand equity
• How well it is in line with your advertising strategy and objectives
• How to optimize its effectiveness

1. Differentiation - Do consumers see the brand as being distinctive from other brands and products?

2. Relevance - Do consumers see the brand as being appropriate for them?

3. Respect - Do consumers trust the brand?

4. Understanding - Do consumers understand the brand well enough to create a relationship with the brand?

• Consumers are recruited to evaluate a television program.
• Ads are embedded into a TV program (sit com, soap opera, etc.) as they would be on local prime time television.
• Consumers view the program (and advertising) on a videotape in-home, providing natural advertising delivery.
• Consumer responses are collected on day after exposure.

• In-home exposure - a patented self-erasing video tape technology which makes it possible to measure advertising effectiveness where it originates: in-home. One of the most difficult tasks an ad has is to break through the clutter and gain the viewer's attention. By measuring this where it occurs - in-home - you get a more accurate assessment of whether the ad is successful breaking through.
• Delayed Recall - successful advertising is remembered over time. By measuring recall one day after exposure, we can determine if your ad is remembered.
• Better sample - the videotape technology allows us to move away from the convenience samples used by other systems toward a more national sample.
• Multiple persuasion measures - persuasion is an important component of advertising effectiveness to determine the ability of your ad to favorably influence consumers toward your brand, but it is important to use the right measure. By providing several alternative measures, we are able to appropriately measure your brand and strategy.
• Validated evaluative and diagnostic measures - to tell you if your ad is working, and how to make it better.

• Pop Up è capacity to cut through, "top of mind" recall measure
• Persuasion, Enthusiasm & Influence è two fold persuasion measure; capacity to generate kids longing & preference for product and trigger request to mother & projection of mother's Purchase Intent
• Involvement & Relevance è capacity to involve, to establish a bonding with kids
• Communication & Brand Effect è perceived product benefits, product image, advertising functioning

• Are less vulnerable to a competitor's marketing activities
• Show increased responsiveness to their own marketing activities
• Can justify higher prices
• Have more loyal customers
• Have higher shares
• Are more profitable

• Did your sales go up as much as they should have? Why/why not?
• Is your media plan efficient?
• Is your creative wearing-out? Should you pool-out, or move on to a new campaign?
• Is each piece of creative in your marketing mix working equally well, or should some parts be dropped in favour of the stronger aspects?
• How have the different brand parameters evolved as a consequence of your marketing activity? Which consumer targets or groups were most affected?
• How has your Brand Equity and Brand Health been supported? What "drives" your brand equity and did your advertising support this?
• How is your new line extension or new introduction doing versus norms at month 3, 6, 9 and 12?

• Our Continuous tracking offers an on-going market monitor for your activities, and competitors, as they happen, with quick topline learning as needed, any time.
• Different brand parameters change at different rates, and category marketing activities are constantly changing. Continuous tracking ensures you always have an information system monitoring the dynamics, layered on top of media schedules, price changes, promotions, and so on.
• Continuous tracking is not always appropriate or affordable. Our "Light" service, comprised of one, two or more waves, allows us to apply the media model from our 'Continuous' database, even if you only commissioned a Pre & Post Wave study. As well, all of the database norms apply here too.
• Ad*Graph Light also covers the same interview content as our Continuous service to offer a complete picture of analysis of key brand parameters and advertising performance. This approach is simply not continuous and is therefore less robust for time-sensitive changes.
• "Express" is a very affordable, quick, and easy review of the advertising itself. All the key advertising questions are asked and contrasted against norms, adjusted for the media weights and category. This is our most affordable and quick review.
• Ideal for a quick check if ad performance is in doubt, to assess several different executions within a campaign to see which is not pulling its weight, to assess attitudinal wear-out, to verify pre-market copy-tests once in-market, and so on.
• How is your new line extension or new introduction doing versus norms at month 3, 6, 9 and 12?

• Strong Recall correlations between ASI-Next*TV CopyTest + Ad*Graph in-market tracking (81% correlation at 1000 TRP's)

• Norms/Action Standards to offer added-value insight and benchmarks

• For all media types.

• Developed from over 1000 North American in-market tracking studies, week-to-week.

• By category, target, product life stage, commercial status, etc.

• Media Model & Analysis to improve media decisions

• Separates creative from media.

• Achieve media spending efficiencies!

• Experienced with impact of different media schedules (continuous, blinking, flighted).

• Understand the contribution of reach vs. frequency.

• Optimize your usage of multi-media.

• Flexible Client Servicing to adapt to your needs to make this work

• We adapt to your needs. You are not forced to fit our process!

• We have tracking experience in 60+ different product categories, and recognize their difference in our design.

• Brand Equity/Health Model - Our "Equity Builder" can be integrated

• Our 'Equity Module' lets us assess how marketing efforts are impacting your brand equity. "Equity Builder" measures are integrated into our tracking as diagnostics.

• This is trackable over time, as well as "point-in-time".

• R&D Work to constantly bring new leading-edge innovation

• Each year, we continually challenge ourselves to learn more and add more for our client's insights to advertising. This includes free "Lessons Learned" seminars for clients (only).

• We conduct our own R&D work, bringing leading edge insight to the table covering media, creative, brand equity, secondary media, and so on.

• 'Creative' is king … accounting for 70+% of advertising impact.
• Strong creative often performs well at low weights, and has slower decay.
• Weak branding is the largest single problem in North America.
• Since weak advertising does not typically respond to greater exposure, measuring intrusion and branding early can save you wasted media dollars.
• Strategic relevance and uniqueness are also key drivers, that are often lacking in poor creative.

• Reach, not frequency is key!
• Advertising builds quickly. Pooling out helps.
• Our media model can save you $$$.
• Alternate media plans can have differing consumer impact (which Ad*Graph can measure).

• Building brand loyalty without equity may not lead to greater profit margins.
• Advertising impact wears out quickly. Measuring it improves efficiencies.
• Many brands have high aided awareness, but weaker "brand familiarity". Building knowledge, not just awareness is key.