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Case Studies

How to improve the effectiveness of your advertising

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A major brand has carried out a large advertising campaign and has recently appointed Pointlogic to evaluate its effectiveness. During the campaign the advertiser undertook weekly interviews among its target audience to track the effectiveness of its campaign. Among other things, the advertiser asked the respondents about their awareness and consideration of different brands. The graph below shows how the brand awareness level evolved during the campaign, and how much media was used. The brand wanted to know how effective their campaign was and if they could have improved it even further using another media strategy.

FKM and the rewards of scenario planning

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FKM Advertising turned to Pointlogic's Compose platform in order to help their many clients optimise their channel planning strategies while giving transparency to the process. Recently the senior management at one client company decided to move away from the prior media mix, which was largely based on a blend of national TV and online media.

They wanted to shift the media mix to focus on national magazine and online, with out-of-home media in four key DMAs. While local market emphasis had never been a priority in the past, it was now important to cover these markets with local media support. FKM's experience with Compose taught them that TV was an important channel for their client, and they were concerned that moving away from this channel would result in loss of communication efficacy.

World Cup 2010 Sponsorship Effectiveness: ESPN XP Cross-Platform Research

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Sponsoring the World Cup. How Pointlogic helped ESPN demonstrate effectiveness

The World Cup, known as the World Championship Soccer 2010 in the US is the world’s biggest sporting event. Pointlogic helped ESPN to pull together a massive evaluation program for its sponsorship offers around the event. The research supporting it was diverse and this article is in part about the results of the program, but also offers insights into the techniques needed when pulling together evaluation programs with multiple inputs. For ESPN, it was not enough just to generate insights, they wanted to be able to help those insights come to life in a planning tool.
ESPN is an American cable television network dedicated to broadcasting and producing sports-related programming 24 hours a day. Ten different brands participated in sponsoring the World Cup 2010 within ESPN’s media platforms. Various kinds of research were done during the broadcasting period.