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New Ingredients for GfK Print Ad Product
GfK Starch Communications, a division of GfK Custom Research North America, has launched the eStarch Ad Readership service, which uses new metrics to measure a print ad's impact on motivating consumer purchase behavior.
The service taps Starch's more than 80 years of experience of in-person print ad readership surveys and combines them with new online responses from participants who have read the publication in question.
eStarch weaves together a number of the firm's existing readership metrics, including percentages who have Noted the ad, Associated it with a clear brand or advertiser, Read Some of the ad copy and those who have Read Most - literally more than half the written material in the ad. New measures to help evaluate an ad's impact are:- Reader Actions Taken - the number of Noters of an ad who took an action as a result
- Brand Disposition - the extent to which readers of the publication are favorably disposed towards specific advertised brands.
- Advertising Effect on Brand Disposition - whether attitudes towards the brand have been enhanced by the ad - especially important where purchasing is infrequent and/or purchase data scarce
- Advertising Influence on Purchases/Purchase Interest; ProductRecommendations
- Word of Mouth Opportunity (WOMO) - the extent to which readers of the publication recommend a product or brand to others.
- Noting and Read Most/Engagement - correlates high levels of engagament with a reader's 'Note' and 'Read Most' ratings for the publication.
Philip Sawyer, Senior Vice President of GfK Starch, says the new metrics answer 'more completely than ever before the $64,000 ROI question' - 'whether their ad campaigns drive consumers to think positively about their brands and to open their wallets'. Sawyer says he 'expects the impact on the industry to be significant.'
Headquartered in New York, GfK Custom Research North America is part of the GfK Group, and is online at www.gfkamerica.com/starch. The GfK Group has 115 operational companies and a current total of 8,400 employees.
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