“By using the new products, clients can ensure that the investments made in effective advertising activities pay off, by achieving the desired reach and response from target audiences,” explains Susan Moerdyk, the business unit director for the new venture. “Researching a concept from the start can avoid expensive mistakes.”

The products offered by ASI include products that identify specific actions that can be taken to improve brand equity, to tracking the brand's position in the market, and all the steps in between. The effectiveness of the creative approach can be tested at each point, enabling immediate correction if a concept is not working. “We have some exciting new models that could help revolutionise how marketers approach advertising,” says Moerdyk.

Ipsos-Markinor is one of the largest providers of advertising pre-testing services in the world, with services in the areas of tracking and equity evaluation. Some global clients include P&G, Danone, SC Johnson, Ferrero, InBev, Colgate Palmolive and Bayer.

[2 Sep 2008 09:28]

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