Research Objective

• The client needed to evaluate the effectiveness of an advertisement by measuring recall of the message, the brand, the call to action, and the languages in which the ad was offered.

Scope & Methodology

• An online questionnaire was launched to more than 300 participants.
• The analysis revealed that:
  • ~70% recalled the call to action
  • ~80% recalled the messaging
  • ~90% recalled the brand
• Approximately 2/3 of participants saw or heard advertising for at least one brand in the category. About 7 in 10 recalled having seen or heard an advertisement for Brand A of the category.
• More than 1/3 of participants who had seen advertising for Brand A saw it in their regional language. About 1/3 reported seeing it in English, and over 1/5 reported seeing the ad in two languages.

Value Delivered

• The ad was found to effective for use as a video, audio, print, and online message campaign.

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