Make sure your campaign is a success
Analysing advertising communication
People want ads! But which ones? Led by theory, qualitative advertising research delivers findings across a mix of categories. It takes in rational and emotional aspects; takes spontaneous reactions seriously (Cover Story) and provides assistance by providing extensive structural analysis of initial reactions to the following
- advertising and marketing concepts
- copy strategies and verbal concepts
- product attributes and packaging
This helps understand and explain the deep psychological effect of advertising (Impact Story). Such an approach also explains why the initial response to an advertisement does not always have to be positive in order for the advertising to be highly effective and relevant.
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