1. Role: 

Advertising assessment is a study that measures the effectiveness of bringning business's message to consumers.

This is an important step of advertising and approaching consumers. SMILE model (Simple - Memorable - Interesting - Linked to brand - Emotional) of J Walter Thompson's is one of the concept models that can evaluate whether an idea is effective or not.

S – SIMPLE:

The message brings to consumers should be simple, easy to understand and concentration, help customer to associate and understand the message of advertisement as quick as possible.

M – MEMORABLE:

This is an important factor on evaluating the effectiveness of an advertising. In advertising, there can be a story, or many images, but at the end, the last point stays in the audience's memory should be the message that the business wants to convey.

I – INTERESTING:

To assess an interesting advertising, it should be unique and creative on ideas, images, and content that the audience may not have seen and heard before.

L – LINK TO THE BRAND:

After watching the advertisement, the consumer cannot remember or recognize the relation between the brand and the product, it reflects that the advertisement has not been effective and successful.

E – EMOTIONAL:

Emotion is one of the factors that play an essential role in connecting viewers. Advertising is successful when it can touch the emotions of the audience.

2. Purpose: 

Evaluating the effectiveness of advertising is very important, it helps businesses to know the advantages and disadvantages of their advertising campaigns. Therefore, they will have timely and reasonable adjustments. So, it helps businesses can be increased awareness (make more popular), brand sales (sell more products), and also sales of the category (ie. motivate people to buy more products).

3. Methods: 

a. Quantitative method: 

• Designing questionnaires based on research objectives and customer requirements

• Selecting a target consumers

• Conducting brand surveys: ask consumers to listen to or watch advertisements for a while and ask them to take a survey related to satisfaction or dissatisfaction, likes or dislikes, comments and reasons of viewers, etc.

• Data processing, analysis, reporting and conclusions

b. Quality method: Group

• Designing discussion guide for team leaders based on research objectives and client requirements

• Conducting group or in-depth interviews: ask consumers to listen to or watch advertisements for a while and ask them to take a survey related to the advertisement, giving their opinions on satisfaction or dissatisfaction, likes or dislikes, comments and reasons of viewers, etc.

• Analyzing and reporting to conclude the final option

We can combine two methods, in order to provide a consolidated report and conclusion to the client.