GfK NOP

Ad-tracking Buyers' Guide
sponsored by Ipsos MORI

www.gfknop.com

Tracking philosophy
GfK NOP’s approach to tracking can be described as:

holistic and action-orientated
designed to help clients understand

both the efficiency with which they are achieving marketing activity awareness and the effectiveness of those activities in achieving their strategic brand goals.

Every client is different, and needs different things from their advertising; our approach does not favour any one advertising style or any one medium, so brand owners and advertising agencies are confident in using us across any media mix and advertising style – whichever is best suited to achieving their brand’s objectives. By matching consultants who specialise in your industry sector with consultants who specialise in brand and communications research, you get the best in sensitive design and interpretation relevant to your market.

In addition to fully customised brand and advertising tracking programmes, GfK NOP offers two tracking tools based on the same model of brand health management.

Brand Vitality Tracking (BVT): a diagnostic and action-orientated approach to tracking a brand’s health and vitality, as well as the effectiveness of brand management activities. For clients whose primary research requirement is to track brand health and positioning.
Communications Vitality Tracking (CVT): a benchmarked, media-neutral approach to evaluating the impact of marketing communications on brand health and vitality. For clients whose primary research requirement is to track the performance of their advertising activity.

Distinctive features
The investment you make to achieve advertising awareness is wasted if that awareness doesn’t at least reinforce brand health (for big brands) or stimulate growth (for smaller brands). The GfK NOP approach identifies the advertising and communications activities that help you achieve your brand objectives sooner and more cost efficiently.

Ad PotencyTM quantifies the value of the awareness and brand contacts you achieved via advertising and brand experiences. Our primary evaluation metrics – Investment Efficiency and Ad Potency – provide a holistic view of the efficiency and effectiveness of all advertising, including advertising in non-traditional and non-TV media and emotive communications.

Our approach uses a range of data collection methods, tailored to your market, category and country/ies. We have true online benchmarks developed from our extensive experience across a broad range of brands and product/service categories, using online data collection; not benchmarks that have calibrated from another data collection medium. Clients are able to reference ‘All Ads’ as a benchmark or choose a relevant subset of ads according to product/service category, ad style, media weight, etc.

CVT is our solution for clients investing heavily in marketing communications activities (whether traditional or nontraditional) and requiring frequent or even continuous measurement. CVTs are customised to individual client needs with the primary goal being to explain and quantify the impact of the main advertising and marketing activities on brand health and vitality.

Measures:

Correctly branded recognition (per execution, campaign or activity)*
Advertising diagnostics*
Message communication*
Investment efficiency (per execution, campaign or activity)*
Ad potency*
Brand awareness*
Total brand communications awareness (recall)*
Brand image/values/personality*
Brand consideration, loyalty*
Brand purchasing/brand behaviour*

(* indicates key measure)

Media	Track	Specialise

TV

Press

Word of mouth

Radio

Cinema

Posters

Direct mail

Internet

Sponsorship

PR

Sample design and method
Our sampling is designed to produce a demographically representative sample of the target audience/consumer for each client’s market. BVT and CVT samples are fully customised, and the data may be collected by any method: online, face-toface/CAPI, telephone/CATI.

Modelling and analysis
Modelling: various, including return on marketing investment modelling, to isolate and quantify the impact of spend or specific marketing activities on sales and/or key brand health metrics.
Analysis software: SPSS and Quanvert.
Syndication: none.

Frequency
Data collection: collection: continuous, monthly, quarterly or seasonally
Reporting: tailored to client needs.
Data: tailored to client needs.
Personal presentation: tailored to client needs.

Experience
No. execs with tracking experience:
approximately 40 sector executives, partnering with specialists from our Marketing Effectiveness Centre of Excellence. GfK NOP has been engaged in ad tracking for more than 50 years.

International service available:
yes, 120 GfK offices/subsidiaries in more than 70 countries.

Contact details
Tracy Hubbard

GfK NOP,
Ludgate House,
245 Blackfriars Road,
London
SE1 9UL

Tel + 44 (0)207 890 9815
Fax +44 (0)207 890 9819
Email
tracy.hubbard@gfk.com

www.gfknop.co.uk

Contact for overseas offices:
for international research, please contact our UK head office, who will organise the individual countries for you, via our international GfK network. Alternatively, you can visit to our group website www.gfknop.com, for direct country contacts.