Among consumer attitudes towards a purchase, mass advertisements such as television commercials often contribute to early stages of attitude change, brand recognition, etc. There are many cases, and the final goal We have made it difficult to elucidate the causal relationship between sales that is a major factor in sales. Among various influencing factors such as over-the-counter promotion/price, season, competitors' movements, can we measure the effect of the only advertisement?
Remove the non-advertising influencing factors and make appropriate measurements
The most important point in evaluating the impact of advertising on sales is to eliminate factors that affect sales other than advertising. In the conventional advertisement effectiveness measurement, based on data such as "Sales of ○% in the month when advertisement was submitted", "A person who saw the advertisement purchased ○% purchased", evaluation of the influence on sales I often do. In this case, it is a big issue that you can not remove "selling even without advertisement". We have overestimated the effectiveness of advertisements including 'selling even without advertisements'.
Nomura Research Institute scientifically evaluates the effect of advertisement on sales using the search method called single source data. Single source data is a survey of media contacts, purchase intentions and actual conditions of products, etc. for the same survey target, and it is necessary to change attitudes of the same person before and after the presence or absence of contact with the media By looking at it is a way of measuring the true advertising effectiveness of each media.
People who touched the TV commercial increased the proportion of purchasing target products from 21.4% to 24.9%. This increment of "+ 3.5%" is an increment of purchase due to contact of the television commercial, originally evaluated except for the ratio of 21.4% purchased before contacting the television commercial.