Ad proof 1: advertising effectiveness of car campaigns

The new study from SPIEGEL-Verlag examines the communication performance of campaigns in the car industry. Unlike conventional advertising effectiveness studies, the Ad Proof model looks at media performance and its relation to the advertising effectiveness actually achieved. The objective of the study is to analyse the influencing factors arising from the media side. These include:
• the effectiveness of exclusive campaigns,
• optimum mix variants and
• marginal utility
What makes this study unique is the analysis at model level (and not brand level) and a survey geared to the media. This means, for example, that it is not the quality of advertising that is examined. The question as to whether a specific ad or spot is effective and what optimisation possibilities are available is better answered from a qualitative angle and with instruments that analyse content.

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