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ads@work
Make your advertising work for your brand
Advertising campaigns play a critical part in building brand
equity. So you need to be certain you’re getting it right—
achieving your advertising objectives, maximizing advertising
effectiveness and building the brand. Winning Brands®
ads@work™ provides a speedy, accurate assessment of how
real audiences will respond to your advertising—combining
leading-edge computer-aided measurement with truly
qualitative diagnosis tools.
ads@work is the only advertising research
system that provides rapid evaluation of
a commercial’s strengths and weaknesses,
combined with in-depth diagnosis to
improve your advertising and build brand
equity.
ads@work provides:
Fast Response
• Gives you time to make decisions
• Results when you need them—not
three weeks after the ad goes to air!
Diagnostics
• Tells you what you need to do to your
advertising to achieve the advertising
objectives
Sensitive to advertising objectives
• Doesn’t pass or fail ads on the basis of
one score objectives
• A four-dimensional approach means
you focus on the dimensions most relevant to the advertising objectives
Quantifiable performance measures on
key dimensions
• Enables you to benchmark against
previous advertising campaigns, and
against best-in-class
Making advertising work
Your advertising can work for you in many
ways. It can:
• Change behavior—convert or persuade
consumers to try
• Educate or remind—communicate
availability or remind of a promise
• Evoke an emotional response—improve
brand affinity or association
• Improve brand recognition—stand out
from the others
ads@work allows you to understand the
way consumers interpret the message of
your advertising, and whether that interpretation fits the advertising objectives.
Fine-tune advertising campaigns with
ads@work, and create ads that build brand
equity and achieve advertising objectives.
Key Information:
• Produce better advertising
• Reduce risks
• Build realistic performance
measures
Empathy · Persuasion · Impact · Communication
ads@work uses the Nielsen E.P.I.C.
approach to advertising research.
E.P.I.C. determines there are four
critical dimensions to measuring the
effectiveness of advertising—Empathy,
Persuasion, Impact, Communication—
and for different advertising campaigns
these dimensions take on different
levels of importance, depending on the
advertising objectives.
E.P.I.C. dimensions of advertising effectiveness
Empathy
Do they like it, and importantly, how relevant
is it to them personally? How well does it
improve brand affinity?
Persuasion
Improvement or reinforcement of brand
disposition, effect on purchase intent &
interest in the brand
Impact
Stand-out, differentiation and involvement
Communication
Recall of main message, comprehension,
strength of impression of key messages
Empathy
What makes ads@work measures
more effective?
• ads@work enables you to interpret the
importance of the dimensions relative
to advertising objectives.
• E.P.I.C. measures are robust and relevant. Measures are based on responses
to at least three different questions,
making them more robust for intersurvey comparisons and more relevant
to what they are measuring.
Impact
Persuasion
To guarantee your ads are working,
you need ads@work.
Communication
All
Heavy TV
Pro-Ad
Product Users
For more information, contact your Nielsen representative
at 800-988-4226 or visit www.nielsen.com
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