Market research on media planning and the effects of advertising
GfK offers an excellent and certainly unique opportunity to plan your complete marketing and advertising activities more efficiently. We measure your advertising success and fully aim to optimise the effect of your advertising.
While the continual marketing reports help you to understand customer motives, demands and their information-seeking behaviour, individual marketing projects offer you the opportunity to target your relevant target groups and address them efficiently.
GfK Media Profiler – Media planning based on authentic customer data
With GfK’s MediaProfiler, you are in the position to plan your media usage on a basis of concrete consumer groups (for example DIY store shoppers) and thus maximise the efficiency of your advertising.
The insights gained from the purchasing data of 20,000 households collected monthly by GfK’s HouseholdPanel and the detailed information of their media usage (television, radio, internet, and newspapers) offers a wide scope of possibilities for you to select and target specific consumer groups directly and efficiently. (For example, customers of competitors, Premium shoppers etc.).
GfK Media Optimiser - Impact of advertising on your sales
Mixing qualitative studies on the effects of advertising (the differences in imagery associated with your adverts etc) and quantitative analyses of consumer behaviour (Brands that were in the relevant set during the purchasing process, the brands actually purchased etc) we are in the position to analyse and interpret the actual "added value” of your advertising campaigns.
Therefore the short and middle term effects of individual promotions can be analysed(for example 20% promotions), as well as long-term changes to your image.
In addition, the analysis of customer loyalty, buyer flow and buyer overlap provide a concrete approach for planning and implementing future advertising campaigns or individual marketing activities.
