MULTIMEDIA AD STUDY
By Adnews Staff
You can measure the effects of advertising in one medium on your target audience well enough, but how do you do it properly for a multimedia campaign? This is a question that and Tandemar Research are trying to answer with the Tandemar/MBS Secondary Media Research Project. The syndicated study has grown from the TV Advertising Awareness project the two Toronto-based firms have been working on for four years. The main focus of this work is to measure the impact of media scheduling and weight on advertising awareness. MBS says in a release that certain clients it shares with Tandemar have used data from this research to make media schedules more efficient, and some advertisers have asked for the same kind of analysis to be applied to "secondary media". The two companies began their new study in February and will continue it to the end of July, doing more than 1,400 home interviews. The study will measure advertising recall for the various media used in a multimedia campaign, levels of persuasion for individual media and combinations of media, and the relationship between advertising in various media and consumers' intent to buy or their actual purchase of brands.