Starch Research and Roper Canada. Media, Advertising and International research services

By: Starch Research  09-12-2011
Keywords: Surveys, Starch

The world's leading ad measurement service.

Starch provides advertisers with proof of advertising effectiveness. The surveys are conducted by means of personal interviews with readers of specific issues of newspapers, consumer magazines, business and professional publications.

The first objective of any ad is to be Noticed. Starch measures this fundamental aspect of advertising performance. Starch also measures the ads ability to communicate Brand Association and the extent of reader involvement in copy reading. These measures of Noting, Brand Association and Read Most are reported for each ad in a magazine issue. This permits a useful context for evaluation as ad effectiveness is related to scores for other ads of the same size, colour and product category.

Ad norms or averages for specific titles provide a further performance benchmark. Track your own campaign, measure competitive advertising and learn which elements contribute to high readership scores.

Advertisers can supplement this information at a modest cost with custom questions on ad meaning/message, believability, persuasiveness, purchase intent, etc…

Surveys can be sponsored by individual advertisers or by magazine publishers who often provide the results to clients free of charge. Let us know what magazines and issues you would like to see Starch measured.

Keywords: Starch, Surveys