Ad-tracking Buyers' Guide
sponsored by Ipsos MORI
sponsored by Ipsos MORI
Hall & Partners Europewww.hall-and-partners.co.uk Tracking philosophy
While we believe that building stronger brand relationships lies at the heart of all marketing communication strategies, we likewise believe that all communications disciplines work in particular, individual ways, so we can identify precisely how PR, DM, sponsorship, brand entertainment and so on make their contributions, rather than assume they all work like advertising (let alone work by creating awareness). Our conversations with leading agencies have also helped us crystallise how the communications environment is changing. Digital is at the heart of much of the change and has in large part enabled what we call a move from monologue to dialogue. Brands are increasingly inviting today’s empowered consumer to explore, participate, play with and to share their brand – rather than solely trying to shape attitudes through interruption (typically via the 30 second TV spot). We also believe that every campaign is different in its execution, individually targeted in both creative and media terms, so every survey and every sample is, in consequence, individually tailored. Some of the defining characteristics of our philosophy lie in what we do not believe. We do not believe ad awareness is a sufficient indicator of effectiveness (it tells you nothing about brand effect, nor about how the campaign worked). And we do not believe that it’s just about asking a set of questions, but rather about knowing what responses really mean, based on real expertise in marketing communications. Distinctive features Our trademark is ‘creative thinking with discipline’. The discipline comes from the intellectual rigour of using models to ensure we have diagnosed comprehensively and sensitively how a campaign is working. This discipline extends to all marketing communications channels, so we have, uniquely, models and therefore measurement tools specific to PR, sponsorship, DM, design, brand entertainment, word of mouth, customer magazines, brand experience and culture engineering – the complete model of integrated communications. The creative thinking that enabled us to develop these models way ahead of our competitors flows through every member of the agency, which gives us a unique reputation for contributing challenging ideas with genuine enthusiasm for, and commitment to, building stronger brand relationships for the client brands on which we are proud to work. We further benefit from a strong US presence with large, successful Hall & Partners agencies in New York, Los Angeles and Chicago, as well as an office in Paris. Measures:
Sample design and method Syndicated/tailor-made for each client? Client-specific service. Sample size: target market. Sampling method: random location quota sampling. Survey method: face-to-face, telephone, internet, central locations, CAPI. Modelling and analysis Modelling: if required. Analysis software: Memphis for data mining. Frequency Fieldwork: 4-weekly periods, depending on objectives. Reporting: to suit client. Data: to suit client. Personal presentation: to suit client. Experience No. execs with tracking experience: 60 Hall & Partners Europe has been engaged in ad tracking for 15 years. International service available: yes, global with preferred partners tailored to specific jobs. Other special features
|  Contact details Jane Bloomfield Hall & Partners Europe Ltd 82 Charing Cross Road, London WC2H 0BA Tel + 44 (0)207 173 4600 Fax +44 (0)207 173 4601 j.bloomfield@hall-and-partners.co.uk www.hall-and-partners.co.uk | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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