Marketing Communications

ADVERTISING CAMPAIGN EVALUATION RESEARCH 305

Finally, the communications eff ect of a campaign can be measured on the basis of the

intention to buy of a target group of consumers. It is important that the question on the pur-

chase intention is related to the near future or the next purchase, e.g. ‘Th e next time you buy

coff ee, what is the chance that you will buy brand X (as a percentage, or on a 10-point scale)?’

An alternative measure is the net promoter score which is based on the question: ‘To which

Chart 3 gives the score of the market leader on a number of image attributes. The market leader has a better

image on all the criteria measured.

Chart 2 Brand preference

Chart 3 Relative strengths of market leader

Chart 1 Top-of-mind brand awareness

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