Advertising Awareness Survey

Telephone Surveys & Online Research Surveys

For evaluating the impact of an ad campaign among various groups, look to our Advertising Awareness Survey. You'll learn what the competition is doing and how you're viewed in the market. You'll also gain invaluable information on how to shape your messaging and increase recognition among the audiences you need to reach, be it industry peers, competitors, prospects, or clients.

Uncovering information that has the power
...to connect corporations with their customers.

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  • Advertising Awareness Survey

    As a marketing director, you need to measure the effectiveness of your organization's planned or ongoing advertising campaigns. Perhaps you need to evaluate awareness of specific promotions, or generate awareness of your ads and brand among industry insiders. You may have noticed rivals are beginning to reallocate media dollars and you need to understand why and where.

    Direct Opinions' ad awareness surveys can help your business maximize the return on your advertising dollars in three key areas:

    Competitive advertising analysis: Advertising awareness surveys can aid in assessing how your product or service offerings are perceived as compared to your competition. The use of these surveys can identify customer expectations about product quality, price, technical support, and other aspects of their experience as it relates to you and your competition.

    Creative testing: What headlines, value propositions, and call-to-actions have the greatest marketing impact in your advertising? Ad awareness surveys can uncover the most influential messaging in print ads, online marketing, direct mailers, and collateral.

    Measuring advertising effectiveness and ROI: Information from ad awareness surveys can help determine which advertisements will cut through the clutter and leave a lasting impression. Determine if a campaign reached its target audience and measure the recall of the ad and the recognition it achieved. Ensure that your marketing dollars are achieving the campaign goals that you expect.

    At Direct Opinions, each advertising awareness survey is tailored to your specific information objectives. Want to learn more? Read on for more information about our methodologies, solutions, and case studies. Or contact us for a quote on an advertising awareness survey.

    Advertising Awareness Survey

    As a marketing director, you need to measure the effectiveness of your organization's planned or ongoing advertising campaigns. Perhaps you need to evaluate awareness of specific promotions, or generate awareness of your ads and brand among industry insiders. You may have noticed rivals are beginning to reallocate media dollars and you need to understand why and where.

    Direct Opinions' ad awareness surveys can help your business maximize the return on your advertising dollars in three key areas:

    Competitive advertising analysis: Advertising awareness surveys can aid in assessing how your product or service offerings are perceived as compared to your competition. The use of these surveys can identify customer expectations about product quality, price, technical support, and other aspects of their experience as it relates to you and your competition.

    Creative testing: What headlines, value propositions, and call-to-actions have the greatest marketing impact in your advertising? Ad awareness surveys can uncover the most influential messaging in print ads, online marketing, direct mailers, and collateral.

    Measuring advertising effectiveness and ROI: Information from ad awareness surveys can help determine which advertisements will cut through the clutter and leave a lasting impression. Determine if a campaign reached its target audience and measure the recall of the ad and the recognition it achieved. Ensure that your marketing dollars are achieving the campaign goals that you expect.

    At Direct Opinions, each advertising awareness survey is tailored to your specific information objectives. Want to learn more? Read on for more information about our methodologies, solutions, and case studies. Or contact us for a quote on an advertising awareness survey.

  • Advertising Awareness Survey Methodologies

    Measuring the effectiveness of your advertising is essential to the survival of your business, but choosing among the many ways to collect that kind of information can be bewildering. The success or failure of surveying customers relies on knowing not only which questions to ask, but which survey strategy is best given your unique situation. We have the real world business experience to recommend the right survey for your competitive analysis, creative testing, and ROI purposes.

    Here are six important factors to consider as you develop a methodology for your advertising awareness surveys:

    Who should you survey and how many surveys should you conduct? What age groups, geographical regions, job titles, or income ranges do you want to gather opinions from? If you are researching healthcare topics, for example, the outlook of the retired set will be much different from that of young parents. And how large of a sample size do you need to get an accurate picture of each group?

    How should you contact people? Advertising awareness studies are commonly conducted using face-to-face interviews or via phone, mail, or online surveys. Face-to-face interviewing can be expensive to conduct, often including travel expenses and fees or perks for customer participation. Online surveys limit the participation of older adults, however, and mail surveys generally produce a poorer response rate. For these reasons, and because we believe it gets directly to the voice of your customer, our preferred method is telephone surveys. The personal interaction provides a special touch that can separate you from your competition and generates the highest level of customer relationship insight in a timely manner. Telephone surveys provide the opportunity to have a conversation with people versus simply conducting a survey.

    Are you looking for feedback and ideas, or measurable data? Qualitative surveys tend to be used to collect thoughts and ideas about your products, services, and presence in the marketplace, and typically feature open-ended questions directed at smaller numbers of people and in focus groups. Direct Opinions advertising awareness surveys typically focus on gathering quantitative information from larger groups, giving you perspective, benchmarks and direction for measurement of the topics you are interested in.

    When and how often should you conduct an advertising awareness survey? Before or after your company launches a new advertising campaign? After a competitor has launched a new campaign?

    What exactly do you want the survey to accomplish? Your survey of advertising awareness should produce data you can take action on -- whether it's knowing who to promote, what department to expand, or determining what operational process to fix that will have the most positive impact on your customer base. We have extensive experience with both concise and complex analytics and can help you create a survey solution that will reveal patterns from which you can develop strategy and recommendations to drive customer loyalty and increase your profits.

    Which type of advertising awareness survey should you use and how should the questionnaire be designed? Understanding the objectives of your advertising awareness study and how the information will be used by your company allows us to better help you design the best survey methodology, and ensure that your information objectives are achieved. We can assist you in determining the ideal length, question order, and rating scales for the questionnaire, and in phrasing questions that will generate responses that translate into actionable reporting and analysis.

    At Direct Opinions we tailor each advertising awareness survey to your information objectives and use custom, not canned, presentations that accurately capture the voice of your customer. The results of your survey will provide data that will help your business grow.

  • Advertising Awareness

    Background: For a large distributer of consumer products, Direct Opinions conducts an ongoing advertising awareness study to determine the effectiveness of their advertising campaigns in specified target markets.

    Project Overview: Direct Opinions conducts a representative number of random-sample telephone surveys each week in targeted areas to determine if the advertising conducted has lifted awareness and purchase intent of targeted audience. Telephone surveys allow for more randomized sampling and the interviewer remains in control of the sampling process, as opposed to respondent "self-selection" which can occur in mail and email survey methodologies. This randomized sampling approach also provides more accuracy for projecting the data to the larger universe.

    Results: Survey results are provided weekly to the client. Because telephone surveys provide a much more rapid and timely read on the marketplace and can be deployed quickly compared to mail or web surveys, the information is used to quickly help management prioritize product marketing strategies and execute an advertising and brand strategy ensure maximum return for the marketing dollars spent.

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