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Company description::
Hamburg, March 16th 2004 – Since the beginning of this year, MWResearch Hamburg has been conducting advertising media tests with the add+impact® system, which means that branded article companies now have the opportu-nity to make use of this worldwide service in Germany.
The basis for add+impact® is the latest, scientifically acquired knowledge of the advertising effect processes (ADMAP March 2002). The system is fully concentrated upon the effect that advertising has on a brand. The focal point of this process is the individual Brand Person Relationship (BPR), that is, the deep-rooted, existing perceptions, ideas, thoughts and experience in relation to a brand and its competitors. The BPR can be imagined as a multi-dimensional cloud that includes all those diffuse, unresolved feelings con-cerning a brand. Pieces of advertising can be thought of as arrows that pass through the cloud. Each arranges many or few of the particles and then is gone. The arrow itself does not assume a visible form. The only evidence of its effect is the altered structure of the cloud. This is where add+impact® comes in: The effect of a piece of advertising on the BPR can be obtained by measuring the cloud, comparing the brand perception of matched samples with and without the stimulus. If there is no difference, then the advertising arrow has no impact on the brand.
Most advertising measurement systems focus on the advertising arrow in-stead of the brand cloud, the BPR.
add+impact® is currently available in 50 countries around the world. Global companies such as Nestlé, Sara Lee, Kraft Foods, Campbells, Kelloggs, Master Food, Bayer, Johnson & Johnson, Vodafone or Danone make use of it. A benchmark file, drawn from 3,400 studies for over 900 brands, is used to assist the interpretation and validation of the findings.
Further information:
MWResearch GmbH
Marketing Research Consultants
Kerstin Busching
Schlossstraße 8g
22041 Hamburg
Tel. 040 / 65 80 06-16 Fax: 040 / 65 80 06-10
E-Mail: kerstin.busching@mwresearch.de
www.mwresearch.de
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