ars.360 SM - Integrating your Marketing Communications
Today’s marketers must have a way of evaluating how all their communications influence consumers, both as individual media experiences and as combined, holistic media campaigns. ARS® provides the necessary measurement discipline and research consulting for ensuring holistic advertising individually and collectively meets your marketing objectives.
ars.360 utilizes consistent cross-media metrics to capture the impact of the campaign as a whole. This media-neutral testing solution is specifically designed for today’s fragmented media landscape. By applying a factorial design methodology, ars.360 provides direction into how the various campaign touch points work together, and how they can be improved to maximize their collective effect.
Questions Answered
Measurement Summary
ars.360 provides modeled measures of Persuasion and Recall (iPersuasion and iRecall) for each execution and for the overall integrated marketing campaign.
Measures of the emotional, rational and motivational consumer connections are provided and are elaborated upon with verbatim and specific diagnostics and consumer-based drivers of advertising effectiveness to diagnose campaign/ad performance.
We also examine consumer verbalizations to provide pinpoint insights regarding the brand’s ability to differentiate, communicate and connect creatively.
Questions Answered
• How effective will my total campaign likely be in-market and how effective is each ad within the campaign?
• Is my campaign working as a unifying idea across touch points and meeting its strategic objectives?
• What are the synergistic effects of exposure to multiple ads in the campaign?
• Which elements of my campaign are working well together?
• Is the campaign working to establish and build equity?
• What is the likelihood of my message breaking through and delivering a memorable brand impression?
• To what extent does my campaign convey intended messages about my brand?
• How can the campaign in total and individual elements be improved?
• What are the key variables that drive successful campaigns in-market?
• How can I optimize my media choices?
Measurement Summary
ars.360 provides modeled measures of Persuasion and Recall (iPersuasion and iRecall) for each execution and for the overall integrated marketing campaign.
Measures of the emotional, rational and motivational consumer connections are provided and are elaborated upon with verbatim and specific diagnostics and consumer-based drivers of advertising effectiveness to diagnose campaign/ad performance.
We also examine consumer verbalizations to provide pinpoint insights regarding the brand’s ability to differentiate, communicate and connect creatively.
Contact your ARSgroup account team for more information.