Advertising Research Leader Launches Quick Turnaround Ad Tracking Tool

Toronto, ON - Ipsos ASI, Canada's leading provider of advertising and brand equity research, today announced the launch of Ad*Graph Express, a new tool to help companies see how their ad or campaign is doing at a fraction of the cost of a full tracking study.

Ad*Graph Express costs $9,500 for 1,000 interviews conducted nationally, and results are delivered within one week.

"Continuous tracking" is an important part of any advertising research process. It can provide information on ad performance "in market" where the environment is constantly changing. It can also provide important feedback on the success of media plans. Ipsos ASI's Ad*Graph Tracking Service is proven, and has been used in 100+ categories since 1986. The company's approach is based on experience, comprehensive databases and a sophisticated media model. These features combine to provide clients with "added value" and ensure sound decision-making based on both creative quality and media inputs.

"But continuous tracking is not always appropriate or affordable for everyone, so we've introduced a very quick, and focused review of the advertising itself," said Bernie Malinoff, a vice president with Ipsos ASI Canada. "All the key advertising questions are asked and contrasted against norms, adjusted for the media weights and category. And we'll apply nearly 20 years of Ipsos ASI learning using the same questions that are used in our wave or continuous tracking programs."

Ad*Graph Express is ideal for companies that want to know how their ad(s) are doing, to assess several different executions within a campaign to see which is working best, and to assess if the ad is wearing-out, Malinoff added.

"Practically everything a marketing manager does is designed to increase sales and profits," Malinoff said, "But in order to manage the efficiency of advertising, one has to measure it. And if you don't measure it thoroughly, how do you manage it? Now managers have an affordable tool to confirm whether their advertising is breaking through well and whether advertising memories are linked to their brand."

For more information on this news release, please contact:
Bernie Malinoff
Vice-President
Ipsos ASI, Eastern Canada
514.934.5555 ext. 225
[email protected]

Majid Khoury
Vice-President
Ipsos ASI, Western Canada
604.891.3776
[email protected]

Ipsos ASI (Canada)
Ipsos ASI is a leading provider of advertising and brand equity research expertise around the world. In Canada, Ipsos ASI has offices in Toronto, Montreal, and Vancouver offering validated research solutions needed to help marketers make the best decisions throughout all stages of the advertising and brand equity building process. They are committed to providing the best research decision-making criteria to maximize the expected return on investment. This is done at the development stage of advertising to increase in-market success; through active in-market monitoring to keep a vital pulse on the brand's equity dynamics; by capturing the impact from marketing initiatives; and importantly, in a competitive context, providing consultation on achieving optimal media mix and spend levels. Our staff has expertise in advertising, media, and brand equity, and share a passion to help marketers build better brands. Ipsos ASI is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca/asi.

Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2004, Ipsos generated global revenues of e 605.6 million ($752.8 million U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.