How successful was your Integrated Marketing Program? - Ipsos

How successful was your Integrated
Marketing Program?
I P S O S A S I • B R A N D G R A P H *3 6 0
How Brand Graph 360 Works
Brand Graph 360 tracks the in-market reach, impact, and cost effectiveness of all of the
communications within an integrated marketing campaign. We use our proprietary consumermix model to show you the contributions made by every major touchpoint – traditional media
as well as your point-of-sale communications, packaging, sponsorships – even uncontrolled
communication like word of mouth.
Brand communications across touchpoints are not alwaysWe
optimized
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strength well
as well together.
as missed opportunity
individual
touchpoints
andfragmented,
combinations of touchpoints
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they drive. By analyzing
rent agencies are working on different elements. But in this
competitive
andmarketing
evolving
environment
the effects on brand equity, purchase intent, and other measures, we can help you to identify
it is more important than ever that brands communicate the
effectively,
efficiently and holistically.
messages and mediums that worked best.
Ipsos ASI’s Brand Graph 360 is a valuable future planning tool because it takes a holistic look at your integrated marketing efforts so you can:
• Determine if you achieved your objectives both for
the initiative and your brand
• Learn what worked, what did not, and why
• Evaluate the return on your investment
• Apply what you have learned to future campaigns,
for improved efficiency and efficacy
How Brand Graph Digital Works
Brand Graph 360 tracks the in-market reach, impact,
and cost effectiveness of all of the communications
within an integrated marketing campaign. We use
our proprietary consumermix model to show you the
contributions made by every major touchpoint – traditional media as well as your point-of-sale communications, packaging, sponsorships – even uncontrolled
communication like word of mouth.
We pinpoint areas of strength as well as missed opportunity – linking individual touchpoints and combinations of touchpoints to the various marketing objectives they drive. By analyzing the effects on brand
equity, purchase intent, and other measures, we can
help you to identify the messages and mediums that
worked best.
Strategy
Target
Touchpoints
Product Related Touchpoints
Brand Familiarity
1
Brand Associations
Paid Media Touchpoints
Desire / Equity
Intent
Unpaid Touchpoints
2
3
Trial
Usage
In-Store & Channel Touchpoints
4
Advocacy
How
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Campaign evaluation via Brand Graph 360, aided by our rich database of norms and past
learnings, ensures we can gauge effectiveness and guide improvement so you will know:
Campaign evaluation via Brand Graph 360, aided
• How consumers perceived and responded to your campaign
by our rich database of norms and past learnings,
• How well all the elements of your campaign fit together
ensures we can gauge effectiveness and guide
• The contribution of each element of a campaign to the overall result
improvement so you will know:
• If the elements of your campaign were a good fit with your existing brand character
• What you can do to improve your next campaign
• How consumers perceived and responded to your
About
Ipsos ASI
campaign
Ipsos ASI is a leading global research agency specializing in advertising and brand
• How wellOffering
all the
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fitpredictive
communications.
state-of-the
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employ measures
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Our
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expertise include allof
aspects
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• The
contribution
each
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of a campaign
across
emerging media. Ipsos ASI’s goal is to help clients deliver the right
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overallandresult
message at the right time across the right media to deliver the best return for their brand.
• If the elements of your campaign were a good fit
The Ipsos ASI team of brand and communications research experts is a global community
with your
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production,
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andimprove
into post-implementation
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we help inform
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client decisions at every stage of the process.
To learn more about Ipsos ASI, visit www.ipsos.com/asi
2
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IPSOS ASI
About Ipsos ASI
Ipsos ASI is a leading global research agency specializing in advertising and brand communications. Offering
state-of-the art research solutions that employ measures
predictive of in-market performance, our research helps
clients build stronger brands. Our areas of expertise include all aspects of advertising development and in-market
evaluation across traditional and emerging media. Ipsos
ASI’s goal is to help clients deliver the right message at
the right time across the right media to deliver the best
return for their brand. The Ipsos ASI team of brand and
communications research experts is a global community
of specialists who are passionate about advertising. From
concept development to production, from final execution and into post-implementation performance, we help
inform client decisions at every stage of the process. To
learn more about Ipsos ASI, visit www.ipsos.com/asi
For more information please
contact:
Shaun Dix
Fon +49 (0)40 800 96 4189
[email protected]
Stephan Bradersen
Fon +49 (0)40 800 96 4417
[email protected]
Foto © Sergey Nivens - Fotolia.com
Foto © violetkaipa - Fotolia.com
NOBODY‘S UNPREDICTABLE
About Ipsos
Ipsos is an innovative and client-oriented service company, and one of the leading market research institutes in Germany
and worldwide. In order to be able to offer our clients in-depths expert knowledge, we have specialised in six areas of research. Supported by these structures, we can deploy all instruments and methods, e.g. for market potentials, trends of the
market, for testing products, advertising and services, exploring media effects and making the public opinion audible. We
do that in 85 countries on all continents. In Germany, we employ more than 500 associates in our “Home of Researchers”
in Hamburg, Mölln, Munich, Frankfurt and Berlin.
www.ipsos.de
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Juli 2013

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