Phoenix Marketing International announced a breakthrough advertising effectiveness measurement: The AdPi ® (Advertising Performance Indicator) Express scorecard, which delivers key strategic and communication insights in a quick-turn format.
Restaurant brands now have the ability to test four finished television ads — theirs or their competitors — in 24 hours, with a national sample of consumers, for $9500. An ad’s potential is assessed using predictive response models developed in Phoenix’s category-specific Advertising Audit. In addition, individual ad performance is compared to category-specific norms developed also from the Audit. Phoenix has tested TV ads from over 25 of the most successful QSR and Fast Casual Dining firms in the U.S. including McDonald’s, Subway, Burger King, Taco Bell, Sonic, Applebee’s, Olive Garden, Red Lobster, and Chili’s to develop the models and establish norms. This cost-effective advertising testing approach provides clients with a quick way to assess ad performance, conduct in-market disaster checks, make ad rotation decisions, and compare their ad results to key competitors.
AdPi® Express surveys a minimum of 200 consumers, providing quantitative diagnostic results. Qualitative insights are also included, using a word cloud format that includes respondent verbatims around likeability and message clarity.
“The restaurant industry is competitive and innovative; clients don’t have the luxury of waiting weeks for reliable data. Our in-market overnight advertising results combined with detailed diagnostics will give our clients an edge to create more effective advertising,” said Anne-Marie Duffy, President of the Communications and Brand Analytics Practice at Phoenix Marketing International.
Phoenix Marketing International recently conducted an AdPi® Express project to test four QSR value menu TV ads. Jack-in-the-Box, KFC, Subway, and Wendy’s were included in the study. For a free copy of the report, visit www.phoenixmi.com/adpiexpress/
AdPi® Express is a service of Phoenix Marketing International. Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing research firms in the United States, with offices across the country and in Europe. In addition to having partnerships with many of the largest companies in the restaurant industry, Phoenix Marketing International also has worldwide partnerships with companies in financial services, consumer packaged goods, automotive, healthcare, media, technology and travel and leisure. Phoenix Marketing International offers advanced advertising and brand measurement, along with direct marketing expertise.
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Patrick J. Gorman
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