Efficiency of Information Influence: Features of Measurement

Moscow is overloaded with outdoor advertisement that’s why analysis of advertising campaigns efficiency becomes an extremely actual matter. We use tracking to solve a lot of research tasks, such as determination of the population  percentage attracted by any advertisement, correlation between advertising images kept in mind  and number of brands or company names recognized, poster attractiveness for target groups of any products or services, etc. In spite of considerable measurements, regular sociological surveys in this sphere were only conducted in England and Australia.

Espar Analyst Research Agency has conducted the first monthly tracking surveys in the outdoor advising market in Russia. The objects of its research are advertising posters within the territory of Moscow and the matters are brands and companies.

The goal of the research is to determine an efficiency rate of an outdoor advertising campaign. Efficiency means here the rate of poster penetration and brand recognition. This goal may be achieved   in case if the main task of measuring general parameter for evaluation of each outdoor advertising campaign’s efficiency is resolved. 

The following factors shall be considered in the analysis of the data obtained:

-         number, type and  location of advertising media;

-         duration;

-         other media used for advertising the brand;

-         creative solution;

-         advertised product category.

One of the most important results of tracking campaigns is an opportunity to form a limited indicator basis for each group of products and services, which would allow to compare the campaigns and bring their characteristics into correlation with average indicators for different product categories or formats used. Such surveys are aimed at renewal the empirical basis of social sciences, which study the influence of different format advertising images of human consciousness that is extremely important when the so called visual culture is developed.