The concept of campaign research/advertising effectiveness is much deeper than establishing whether respondents are ‘aware’ of the campaign/advertisement, or if it is simply ‘liked’. This is because a liked advert/campaign is not necessarily an effective one (and vice versa), nor does awareness have a direct correlation to actual behaviour.
It is a contentious issue to define what it means for an advertisement to be effective. Although different circles may debate the finer points, most will agree that for an advertisement to be effective, the following conditions must be fulfilled:
The nature of the third condition is obviously dependent on the second condition. Therefore much of the contention surrounding measuring campaign effectiveness surrounds the degree to which behaviour choice (condition 3) is influenced by the sensory registration (condition 2) of a commercial, and if these processes occur on a conscious level or unconscious level.
newfocus know that effective campaign research involves understanding how the audience processes each campaign and the general behaviour as it relates to the topic of interest. There are a number of both the episodic and semantic considerations that research must engage to understand the predicted behaviour of the target audience.
In our approach to communication and campaign research, newfocus ensures the following key stages are incorporated into research design: