Measuring Ad Effectiveness

One of the toughest chores of a marketer is to understand how well an ad is performing and whether the intended message is being communicated to the target audience. Readership recall studies provide a very good tool for measuring advertising effectiveness. It is logical to assume that the higher an ad scores in an advertising recall study, the greater the impact it has made on the minds of potential buyers. Higher scores mean increased awareness of your company and its products, and increased awareness means increased sales. This even holds true in the case of an ad designed for inquiry generation, because only when you communicate your message to the readers will you get them to take an action.

The AdGauge® study is a readership recall study. AdGauge® was developed by IDG Research Services Group in order to improve upon the information provided by the existing ad testing services. AdGauge® has many unique features in both the methods used to conduct it, as well as in the information the study is designed to collect about each ad, which are described below.

AdGauge® is designed to test recall, interest generated, readership, as well as whether the reader comprehended the advertising message.

AdGauge® is a registered trademark of International Data Group, Inc.