In conjunction with our partner ad agencies and sponsoring organizations, we conduct qualitative and quantitative research to guide the strategic and creative development of our campaigns. Campaign impact is evaluated via media exposure, consumer response, web site analytics, and national pre- and post tracking surveys that measure awareness, attitudinal and behavioral shifts among the target audience.
Highlighted results from selected Ad Council campaigns
The central focus of the Ad Council’s mission is to make a measurable difference in society. Program evaluation is a critical component of every Ad Council campaign. In order to assess a campaign’s impact, we conduct research that encompasses a dashboard of indicators.
A report on the social impact of nine iconic Ad Council campaigns
A paper documenting the background, theoretical underpinnings, and strategic development of the Obesity Prevention campaign.
Empirical generalizations about the implementation of successful public service communications programs