Ipsos-ASI

Tracking philosophy
Ipsos-ASI has evaluated hundreds of campaigns and many thousands of ads over the past 30 years. We have experienced first hand the complexity of advertising and the growing complexity of the media environment, and realise that one size of tracking can never fit all scenarios. Our focus is on designing bespoke tracking research programmes that can help our clients unravel the contribution that all their media activities are making to sustaining the health of their brands.


Reach and response
While ‘one size can never fit all’, we have learnt that, for a campaign to be effective, it has to be noticed and it has to trigger an emotional and/or rational brand response, i.e. it has to achieve reach and response.


Nimble and focused
We focus on what is important to the brand, the category and the campaign, but we are flexible enough to adapt to the unique needs of the campaign and the client.

While we are flexible, we are also consistent – enabling our tracking tools to be applied globally by our international team of experts. As a result we count many of the world’s top advertisers among our clients, and track some of the world’s most prestigious brands.


Distinctive features
Our research approach follows our Reach and Response philosophy.

Brand*Graph 360^o provides our clients with the option to enhance their tracking studies with a holistic campaign evaluation module. By analysing the reach and the response to each marketing touchpoint we help focus future channels on the media channels and the creative executions that generate the best response. With our unique Penalty-Reward analysis we overcome many of the issues associated with multiple regression analysis to provide a stable picture of which media are driving performance and where upweighting and downweighting specific activity is likely to be most effective.

Our Intrusion Index, a modelled measure of advertising cut-through, provides a sensitive measure of advertising impact and efficiency. In addition, we measure recognition and brand linkage to determine branded cut-through.

To measure the equity response we have a unique, simple and validated model called Equity*Builder, which can easily be included within any tracking questionnaire.

To measure the emotional response we have our unique Emoti*Scape approach – respondents are asked to select those ‘emoticons’ (caricatures and words expressing known emotions) that best reflect their feelings when viewing or hearing the ad, and best represent their feelings about the brand.

Most measures are databased and can be compared across major markets. We mine these for ‘lessons learned’, and share these added-value insights with our clients.


Sponsorship
We have specific expertise in the evaluation of sports, broadcast and other sponsorships, both independently and as part of integrated campaigns.


Measures:

• Brand awareness*
• Brand usage consideration and commitment*
• Brand equity and imagery*
• Category involvement and brand substitutability
• Absolute and relative price evaluation
• Claimed ad awareness by medium
• Proven recall*
• Recognition and brand linkage*
• Advertising diagnostics *
• Media consumption
• Ad hoc measures to cover specific issues, e.g. sponsorship awareness, customer satisfaction

Media	Track	Specialise
TV
Press
Radio
Cinema
Posters
Direct mail
Internet
Sponsorship
PR
Other: as appropriate to the client/campaign