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Evaluation Services |
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| Media is among most companies’ largest out-sourced investments, yet few advertisers have sufficient, if any, internal expertise to manage it. EMM recognises that accountability is becoming more evident in every area of significant spending. EMM’s advertiser-focused services are designed to deliver reliable, quantifiable read-outs of media performance. Our evaluation services fall into 3 areas: | ||
| Media auditing | ||
| Auditing is an advertiser’s ‘rear-view mirror’ on past activity. It evaluates media buys against objectives, targets, the market and other relevant Key media Performance Indicators (KmPI’s). | ||
| Cost/quality benchmarking | ||
| Whereas auditing looks backwards at past activities, benchmarking provides a forward-looking, pro-active framework for arriving at an optimal set of future objectives, both qualitative and quantitative, and gaining assurance that those objectives will be achieved cost-efficiently. | ||
| PoPA – specialised Point-of-Purchase Audits | ||
| Three-quarters of consumer purchase decisions are made in-store, yet evidence suggests that up to half of the PoP investment directed at influencing those decisions goes to waste. EMM’s service aims to quantify the level of wastage, and also to determine the value of PoP communication in media terms. | ||
