Getting the right message to your target market - communication effectiveness - is an elementary prerequisite to the competitive success of your brands or services. Beyond the explicit role of communications activity - whether it’s package design, advertising or promotional material - the very essence of a brand or product message is derived from the literal, logical, intellectual and emotional associations that consumers make with text, texture, size, shape, tone, mood, colour, style, symbols and icons.
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Knowing how to measure the influence of these components of
communications design and execution generates powerful competitive knowledge for the
marketer. While certain aspects of sending marketing messages are explicit and direct,
most of what is communicated is subtle and indirect. Consumers usually form impressions
and perceptions by association. 
empirically tests for the messages that these associations
deliver to your target market and their relevance to your communications strategy.
Kendric, Smith & Partners Inc. has developed a
highly effective method of testing for the communications impact of advertising, packaging
and promotional design. is an empirical approach that can provide insight
into the degree to which components and elements - individually or in the aggregate - in
your communications vehicle achieve your communications goals. The technique can measure
how a combination of elements - or a change in one element - will impact on market
perception of your brand or service.
is highly flexible in its application. It's primary
goal is to define - in quantitative terms - the degree to which communications
elements send the desired features-and-benefits "message". This approach is
superior to qualitative methods of research because it generates a base of normative
quantitative insight against which the communications effectiveness of subsequent or
alternate communication changes can be compared. While qualitative enquiry has a
significant role to play in exploring the potential impact of design change on perception
about a brand, can give you an empirical base of real knowledge that will
minimize the decision risk that goes with developing or evolving a communications vehicle.
offers four key benefits. It measures the degree to which
the communication vehicle...
- sends the desired information about the brand or service,
- sends the desired information about the producer of the brand or service,
- communicates the desired features and benefits,
- sends the desired information about who the brand or service is for.
By gathering information on trial intention, purchase
likelihood or loyalty support and using multivariate analysis, identifies the message
dimensionality that influences or drives brand trial, purchase likelihood or loyalty
support. In addition, Price Trac methodology can be
incorporated into a study to give you insight into the impact of design change
on value perception and price-level acceptance.
To be convinced that is your best choice for testing the
communications effectiveness of your package designs, advertising and promotional
materials, contact us for more information - or for a proposal - on how can make your
communication activity really effective at sending the right message to your target
markets.
is a trademark of Kendric, Smith & Partners
Inc.
40 Boteler Street, Suite 202, Ottawa, Ontario, Canada, K1N 9C8
Toll Free: 1-800-825-2290 Tel: (613) 594-2863 Fax: (613) 233-9527
Email: info@KendricSmith.com