Researching Advertising

Effective advertising evaluation

This course will provide an overview of the different methodologies available for assessing the effectiveness of advertising campaigns; placing this in the context of the changing world of advertising and evaluation

Aims and objectives

This course is designed to enable delegates to understand the latest developments and methods available for advertising research.

Learning outcomes

By the end of the course, delegates should understand:

• How marketers are changing their marketing mix to meet the challenges of the current economic climate and the developing nature of the digital world.
• The various approaches being offered by agencies in helping advertisers evaluate the success of their campaigns.
• Some of the newer evaluation techniques which are available, focusing particularly on digital advertising.
• How to integrate different strands of data and understanding to provide businesses with a holistic picture of why a campaign has/hasn’t been successful

Who will benefit?

This course will benefit anyone responsible for understanding the success of their company’s advertising campaigns. This is likely to include advertising managers, client-side researchers, planners from media/creative agencies, and anyone working in advertising research at a research agency.

Price

• Members £305 + VAT
• Non-members £455 + VAT

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