Diva
Detecting Interactively the Value of Audio
Anny WuytsVAR, Belgium
Dirk SoetensVAR, Belgium
DIVA IN GENERAL
An advertiser has various tools to measure the extent to which the objectives of an advertising campaign are achieved: rates of increase in sales, market share of volumes, brand/product recognition. Diva is just one element in that evaluation puzzle.
The Objectives: What does Diva Measure?
The ad recall, or the effective reach of the campaign, the number of people who have actually heard the campaign.
The product and brand screening before the campaign: the strength of the brand before the campaign, the...