Advertising Campaign Evaluation Research

Tender description

Advertising Campaign Evaluation Research This is a requirement for Translink and returns for this section are due by: 15:00 UK Local Time on the 5th January 2011 This is an extract of the fuller and complete specification which is available within the Pre Qualification Questionnaire document via e-Sourcing NI OBJECTIVES The primary objectives of the proposed commission are to: (a) Undertake qualitative and quantitative brand research with key audiences across Northern Ireland to assess awareness and opinion of the Translink umbrella advertising campaign and other tactical brand campaigns. (b) Assess the impact of the campaign(s) on the general public (c) Assess the impact of the campaign(s) on key target markets (d) Evaluate the recall of the campaign(s) propositions and key campaign messages (e) Evaluate the advertising mediums selected for the campaign(s) (f) Assess the impact of the campaign(s) on perceptions of Translink and the service brands (g) Assess whether the campaign(s) have influenced the target markets to use Translink services (h) Compare the knowledge and attitudes between those who had exposure to the campaign(s) and those who did not (i) Evaluate return on investment and assess value for money (j) Provide a lessons learnt report with recommendations for future advertising (k) Any other advertising market research activities as reasonably required by Translink. SPECIFICATION The appointed contractor will be required to work collaboratively with Translink and their advertising agency in delivery of the following activities. The contractor will be required to attend tripartite meetings. 1 The contractor will be required to undertake qualitative and quantitative research with a representative sample of the following key audiences at frequencies to be agreed with Translink: • Customers • Non-customers • Staff (bus/rail/corporate)