Studies give your sales team additional opportunities to contact advertisers. First, to promote the study, and later, to present the results.
On Target Studies
Use the On Target 4-page, 4-color study Promotional Report to recruit prospective advertisers.
An advertiser's diagnostic tool
The On Target Study is designed to be more of a diagnostic tool than the other studies. Rather than focusing on whether the ad was seen or was attention getting, questions about the ad’s creative aspects are asked. Such questions include:
- Is the ad visually appealing?
- Is it easy to read?
- Does it offer enough information?
- Does it clearly communicate the product’s/service’s benefit?
- The respondent is then asked to provide an overall effectiveness rating (on a scale of 1 - 5).
Find out what they're saying about the ads
An open-ended question is included to gather specific information about how the ad communicates with readers. They're asked, "What do you feel this ad could do differently to better communicate with you?" To provide additional insight, the responses are grouped according to the ad's overall effectiveness rating.
Deliverables
At the conclusion of the study, the publisher receives two individual advertiser reports for each studied ad (one for the advertiser and one for the agency) which can be dispersed as the publisher sees fit. Plus, the publisher is sent a complete report containing all results.