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RED Express Red Impact
Aim
To enable companies to evaluate their promotional below the line activities
impact on key business drivers.
Method
Test and Control samples of the target are recruited and interviewed
both immediately after the promotion/mailing and at a later date to
determine longevity of impact.
The questionnaire measures impact of promotional activity on emotional
brand drivers, including awareness, penetration, conversion, volume,
disposition & affinity.
It isolates any gains on these key measures driven by the promotion
through the use of a control sample & so providing a NET GAIN exclusive
of any other marketing activity.
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