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Advertising Research
Need to develop a new advertising message, determine the impact of an existing message, or assess the effectiveness of an advertising campaign on a target audience? Then consider Russell Research Copy Impact Testing and Russell Research Advertising Tracking.
Copy Impact Testing
All advertising copy testing methods are grounded in the belief that advertising impacts consumers in one or more of the following ways - saliency, effect, and behavior.
At Russell Research, we incorporate each of these elements into our copy impact testing methodology. Our belief is that a copy impact test should address the strategic objectives of each unique advertisement and that an advertisement should not be designed to meet the standards of an existing copy test. Copy Impact Testing is customized to meet the unique objectives of each brand and each campaign.
Advertising Tracking Research
Russell Research Advertising Tracking Studies monitor several aspects of client advertising effectiveness and strategy. We focus our research in relation to other client metrics (i.e. sales, etc.) to bring a greater understanding of advertising impact upon consumers. Our studies measure several questions clients may pose about their current advertising, such as:
Is advertising having the desired strategic impact on a target segment?
How effective has current advertising been in influencing consumer attitudes toward the product?
Which media outlets are the most effective?
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