Once the advertising with the highest potential of achieving the communication aims has been selected, this proven international GfK instrument is put to work.
The research approach was developed twenty years ago and has since been enhanced as a strategic planning instrument which meets all the requirements of modern and efficient monitoring of advertising effectiveness. Today, many renowned branded product manufacturers use the GfK Advertising Tracking System, ATS®, for prompt and detailed evaluation of their advertising performance in the relevant markets.
The approach centers on the research aspect of illustrating the specific advertising effect as a comprehensive process. In addition to the financial background of advertising effectiveness, qualitative aspects are continuously analyzed. Depending on individual requirements and demands, surveys are designed on the basis of CAPI, CATI or face-to-face interviews.
The GfK Advertising Tracking System, ATS®, provides solutions to the following aspects:
How does interest in your brand develop as a result of advertising efforts?
How efficient is your ad spend compared with that of direct competitors in your category and the wider competition?
Are you succeeding in anchoring your advertising, or do consumer only recall your campaign superficially and for a short while?
How do consumers judge your advertising?
Is it unique and striking enough to hold its own in the fierce competition surrounding the supply of information? Does it generate interest in your product?
Are the intended advertising messages understood in line with the communication goals?
How does the brand image develop with the help of advertising activities?
Does the advertising succeed in creating a preference for your brand?
Carsten Stein
Tel. +49 (0)911 395-3429
Fax +49 (0)911 395-2650
carsten.stein@gfk.com