BDRC Debuts Ad Evaluation Service

London-based market research agency BDRC has launched an ad evaluation service, AdForensics, which enables clients to test up to three creative executions simultaneously with a 200-strong sample of their target audience.

Results are delivered within ten days and include details of message take-out, persuasiveness, brand impact, and recommendations on how to maximise the effectiveness of a campaign.

AdForensics combines prompted and unprompted metrics. The latter is evaluated using a 'quick reveal' exposure to recreate the time available in a live marketing environment.

Prompted metrics are used to determine whether the execution generates the desired response and meets the creative brief.

Where competitor ads are available, benchmarking data can be applied to establish how a campaign compares with others targeting a similar audience or demographic group.

Business Propositions Director Mark Long comments: 'Clients understand that it is more important than ever to maximise the effectiveness of their campaigns. We are responding to that need by providing a robust ad-evaluation service that won't break the bank.'

Founded in 1991, Business Development Research Consultants (BDRC) specialises in the hotel, finance, travel and tourism and mobile telephony sectors. Last year, the firm added media and advertising, public sector and technology research to its portfolio, through the acquisition of Continental Research from ratings giant Arbitron.

Web site: www.bdrc.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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