Telecommunications
___________Tracking the notoriety of the Campaigns in Rwanda, Tanzania and the Democratic Republic of the Congo
INITIAL SITUATION
Our client, a leading company in the telecommunications market, wanted to establish a clear and consistent brand positioning by understanding the effectiveness and impact of advertisements and optimizing communication and messages.
METHODOLOGY
Tracking the notoriety and effectiveness of the advertisements that allowed us to evaluate the development of our client's advertising campaigns in relation to the benchmark. Multivariate analyzes were carried out as analysis Cluster Non-Hierarchical, Correspondence Factor Analysis and Discriminant Analysis that allowed defining the main Key Performance Indicators (KPI's) of each campaign and its evolution.
The structure of the research was based on understanding the profile differences between people who remembered having heard the advertisement and those who did not, analyzing the differences in the evaluation of communication when it was based on memory or when it was evaluated just after listening. ad. This methodological approach made it possible to cover pretest and posttest advertising objectives.
OBJECTIVES AND RESULTS
Definition of brand attributes and their ability to be transmitted through communication and messages.
Quantification of the main indicators of each campaign determining levels of success.
Recommendations for improvement of those elements that They could optimize the valuation of upcoming campaigns.
