Advertising Awareness Tracking in Rwanda, Tanzania and the Democratic Republic of the Congo
Situation and main goals: Our client, a leading telecom company, wished to establish clear and consistent brand positioning across the markets under study, gauging the effectiveness and impact of adverts and optimizing communication and messages.
Methodology: Ad-hoc quantification through an advertising awareness and effectiveness tracking process that allowed the performance of our client’s campaigns to be appraised and compared with a benchmark. A series of multi-variable analyses were carried out, including a Non-Hierarchical Cluster Analysis, a Correspondence Factor Analysis and a Discriminant Analysis, which allowed the main KPIs in each campaign and their evolution to be defined.
The structure of the research was based on understanding the profile differences between those who remembered having heard the advert and those who did not, ascertaining the differences in the appraisal of communication when it was based on memory or when it was evaluated right after listening to the advert. This methodological approach allows advertising pre-test and post-test objectives to be fulfilled.
- Definition of the brand attributes and their capacity to be conveyed by means of communication and messages.
- Quantification of the main key performance indicators of each campaign, gauging degrees of success.
- Recommendations for improvement of the elements that may optimize the appraisal of future campaigns.