The Magid Advertising Performance (MAP) program helps local advertisers enhance their advertising strategy, strengthen client relations and generate revenue.
How it works
Research development During initial kickoff meetings, Magid works with stations to identify the market’s ideal clients to invite to participate in the program. The Magid research team then works with each advertiser to plan their customized questionnaire and select advertising elements for testing (television, radio, print, digital, direct mail and outdoor materials for the advertiser or their competitors). In the research development phases, we explore each advertiser’s goals, advertising strategy, competitive landscape, Unique Selling Propositions (USPs), and more.
Our unique approach combines quantitative data – capturing anonymous, non-biased responses to dynamic and static advertising elements and follow-up questions for each creative element – and qualitative moment-by-moment and verbatim data by hosting a focus group to discuss the various creative elements and business categories.
Analysis and recommendations Following the research session, we evaluate the data to develop actionable recommendations for each advertiser, including how to improve advertising performance, category-specific information (buying behaviors, unaided recall and aided recall), media placement strategies, and comparison to Magid’s proprietary database of industry norms to identify specific areas of strength and weakness compared to normative benchmarks.
Ongoing support Our work doesn’t end once the research study is complete. Magid provides twelve months of continuing support of each advertiser’s marketing and advertising efforts, which can include reviewing scripts/creative concepts, discussing future creative strategy and direction, and sharing outside market examples from around the country.