IN VIVO BVA
In Vivo BVA is a subsidiary of the BVA Group.In progress under maintenance under maintenance
Brand & Mix product
home >
Brand & Mix product >
Advertising effectiveness tests >
PostCom
Evaluatating the effects of your advertising based on standardized methods that use the PostCom database
With PostCom, In Vivo BVA gives you a full assessment of your campaign to answer the following questions:
PostCom assesses the campaign’s performance by estimating its visibility and its operation (recall, recognition, attribution, approval) as well as the changes induced by image, the relationship with the brand and behavior.
Through this work, we answer the main questions about this campaign and put the results into perspective using data from PostCom.
In today's media age, advertisers have more possible formats for their campaigns, but users only have a limited psychological capacity to take them in.
The main challenge of advertising is making your message stand out in a world that is facing communication overload.
PostCom gives you a precise idea of how consumers recognize and place your ads through an approach that eliminates false attribution.
Recognition and attribution are only the first step. They are essential, but not enough to guaranteeing ad performance, which is also influenced by how the ad is understood and how much people like it. To do this, one of PostCom's modules evaluates ad quality.
Even ads that people remember, like and can place may not stir up much change in consumers' behavior. In the same way, informative campaigns may not be as interesting, but have better performance. To take these factors into account, PostCom has a module on image, brand attachment and predisposition to buy to estimate all the benefits an ad campaign will have on the brand.
PostCom also uses a response charting model used to evaluate the effects of a campaign according to its Media exposure. This model provides the necessary levels of repetition to meet the ideal level of visibility and effectiveness.
These charts are drawn up by media form by:
PostCom gives you a full set of indicators on the ad's impact and how it works so you can assess its performance.
Your campaign's results are compared against standards from PostCom’s database to rank the campaign's effectiveness in relation to past campaigns.
PostCom
Campaign assessment post-testing
Evaluatating the effects of your advertising based on standardized methods that use the PostCom databaseWith PostCom, In Vivo BVA gives you a full assessment of your campaign to answer the following questions:
- What is the impact of your campaign?
- How does it stand out against the competition?
- Is it properly attributed to its communicator?
- Was the campaign properly understood?
- How do people like it?
- Does the copy strategy meet its target? What is the impact on the brand?
- Is advertising spending balanced?
PostCom assesses the campaign’s performance by estimating its visibility and its operation (recall, recognition, attribution, approval) as well as the changes induced by image, the relationship with the brand and behavior.
Through this work, we answer the main questions about this campaign and put the results into perspective using data from PostCom.
1. A precise measure of the ad's recognition and attribution
In today's media age, advertisers have more possible formats for their campaigns, but users only have a limited psychological capacity to take them in.
The main challenge of advertising is making your message stand out in a world that is facing communication overload.
PostCom gives you a precise idea of how consumers recognize and place your ads through an approach that eliminates false attribution.
2. An analysis of how advertising works
Recognition and attribution are only the first step. They are essential, but not enough to guaranteeing ad performance, which is also influenced by how the ad is understood and how much people like it. To do this, one of PostCom's modules evaluates ad quality.
3. An exhaustive evaluation of the advertising campaign’s benefits
Even ads that people remember, like and can place may not stir up much change in consumers' behavior. In the same way, informative campaigns may not be as interesting, but have better performance. To take these factors into account, PostCom has a module on image, brand attachment and predisposition to buy to estimate all the benefits an ad campaign will have on the brand.
4. A model for charting response
PostCom also uses a response charting model used to evaluate the effects of a campaign according to its Media exposure. This model provides the necessary levels of repetition to meet the ideal level of visibility and effectiveness.
These charts are drawn up by media form by:
- Individual media habits by TV/Radio /Press
- Travel and commuting habits
- From a Media standpoint by media form (each airing/broadcast generates a probability of contact per individual, and the sum of these probabilities is the individual’s theoretical number of exposures to the campaign).
Results
PostCom gives you a full set of indicators on the ad's impact and how it works so you can assess its performance.
Your campaign's results are compared against standards from PostCom’s database to rank the campaign's effectiveness in relation to past campaigns.