Communications & Brand


Communications & Brand

  • Metrics that measure your communications


Communications & Brand

Our industry-specific, ad, communications and brand analytics programs were designed by researchers with expertise in marketing, advertising, brand analytics, predictive models, research, and advanced marketing mix modeling in each of the industries we support.

These programs are supported by some of our key tools. Phoenix’s proprietary AdPi and BrandPI measure historical ad performance databases including thousands of creative evaluations across all media categories. The combination of historical data with our predictive models and brand analytics expertise leads our clients to superior marketing decisions.

Our state-of-the-art, forward-looking market mix models help you to evaluate marketing investments by combining internal and external data sources. And our Multiple databases of category norms are  a comprehensive, comparative resource for new communications development.

The result is highly effective communications and brand programs tailored to your industry and to your company. This approach allows our clients to reach superior marketing decisions with positive impact on the bottom line.

Contact us to discuss how we can create effective, custom solutions for your operation.

Phoenix AdPi® Concept and Copy Testing

Our AdPi® (Advertising Performance Indicator) copy testing methodology can be applied to any stage of...

Our AdPi® (Advertising Performance Indicator) copy testing methodology can be applied to any stage of pre-market testing—Concept Testing, Developmental Copy Testing and Late Stage Copy Testing— in order to isolate which concepts, campaigns or individual executions have the greatest potential for in-market success. In categories where we have an audit, models are derived from in-market response data and validated by statistics, delivering greater confidence in the results of pre-market tests. The results highlight fundamental strengths and weaknesses via rich diagnostics, and enable actionable revisions to optimize the creative. In addition, our approach fits within tight production schedules with timelines that are among the fastest in the industry.

Phoenix AdPi® and BrandPi Models

Our response model-based AdPi® (Advertising Performance Indicator) and BrandPi testing methodologies can be applied to...

Our response model-based AdPi® (Advertising Performance Indicator) and BrandPi testing methodologies can be applied to any stage of pre-market testing—Ad testing, Brand Measurement, Concept Testing, Developmental Copy Testing and Late Stage Copy Testing— in order to isolate which concepts, campaigns or individual executions have the greatest potential for in-market success. Models are derived from in-market response data and validated by statistics, delivering greater confidence in the results of pre-market tests, highlighting fundamental strengths and weaknesses via rich diagnostics, and enabling actionable revisions to optimize the creative. In addition, our approach fits within tight production schedules with timelines that are among the fastest in the industry – 8-10 business days from receipt of the final test stimuli.

Phoenix AdPi® Express

For quick-turn copy testing, Phoenix Marketing offers its new AdPi® (Advertising Performance Indicator) Express advertising...

For quick-turn copy testing, Phoenix Marketing offers its new AdPi® (Advertising Performance Indicator) Express advertising effectiveness measurement scorecard. This new service provides detailed advertising performance metrics in a quick turn-around format. It is a cost-e­ffective approach that provides clients with in-depth feedback all within as little as a 24-hour timeframe. In addition, ad performance can be compared to industry norms developed in our ongoing category audits for best in class and competitive analysis.  Clients are now able to quickly assess their ad’s performance, conduct disaster checks, make ad rotation decisions, and compare their ad’s results to key advertisers in the category and against custom-built norms derived from our historical databases.

Phoenix BrandPi Express

Phoenix BrandPi Express:  a quick-turn study among high-incidence audiences that provides key brand metrics such...

Phoenix BrandPi Express:  a quick-turn study among high-incidence audiences that provides key brand metrics such as awareness, impression, consideration and recommendation among both customers and prospects of the client brand and up to three competitive brands.

Phoenix Brand Sponsorship Metrics

Phoenix Brand Sponsorship Metrics are custom-designed studies designed to quantify the impact of brand sponsorship activities...

Phoenix Brand Sponsorship Metrics are custom-designed studies designed to quantify the impact of brand sponsorship activities in terms of lift to awareness, lift to brand impression, lift to brand consideration, etc.

Phoenix Brand Express

Phoenix Brand Express is a research program that helps clients systematically develop and execute a winning...

Phoenix Brand Express is a research program that helps clients systematically develop and execute a winning communications strategy for their brand.  Brand Express employs a focused step-by-step approach to identifying a brand’s ideal narrative for communicating the target positioning to key constituencies.  The Brand Express methodology works effectively for both new (pre-launch) products and in-market products requiring a repositioning and/or communications strategy refresh.  We customize the Brand Express design to fit the specific circumstances of our client’s objectives, competitive dynamics, and current inventory of market intelligence.

Phoenix Virtual Mailbox®

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides...

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides clients with insightful, actionable feedback to new concepts and direct mail pieces (actual digital offers versus the competitive set) in a timeframe that meets their needs.  This solution provides a high return on your research investment, especially compared to a traditional in-market test.  By simulating the mail sorting experience, consumers open a digital mailbox, as they would in real-life, and take actions based on the mail received, providing reliable projections as to how your mail will perform in the marketplace. Virtual Mailbox delivers rich, insightful, actionable diagnostics without production or fulfillment costs, all within a 3-4 week timeframe.

Phoenix Atlas

The Phoenix Atlas helps clients understand the impact ads, campaigns, recalls, and various other marketing initiatives...

The Phoenix Atlas helps clients understand the impact ads, campaigns, recalls, and various other marketing initiatives have on their brand, both on a detailed and holistic level.  Examining online conversations to understand how a brand is being discussed is vitally important in the current environment where increasing amounts of information are sought and exchanged within the social media universe.  The Phoenix Atlas can help answer strategic questions such as:  What is being said online about our brand’s advertising?  How does this year’s campaign compare to last year’s campaign in terms of generating online buzz?  How are consumers describing our brand/products online and within their social networks?  Who do consumers compare us against most often?

Phoenix Digital Dimensions

Phoenix’s Digital Dimensions service is a breakthrough research platform that goes beyond click-through metrics to...

Phoenix’s Digital Dimensions service is a breakthrough research platform that goes beyond click-through metrics to give clients comprehensive insights into the effectiveness of their interactive media and the impact of interactive campaigns on their brand health. Armed with the insights provided, clients are able to take decisive action and maximize interactive campaign performance.  Our technology tracks who sees your interactive media, and when surveyed, compares their results to a non-exposed control group

Phoenix 360 PatientView Audit

Phoenix’s 360 PatientView Audit  is a customized brand and ad tracker specific to your vertical. ...

Phoenix’s 360 PatientView Audit  is a customized brand and ad tracker specific to your vertical.  Our program provides integrated marketing metrics to help brand teams guide the development and measure the success of both their brand and their multi-media consumer and B2B marketing programs.  Phoenix is the only company with 360 degree integration of advertising performance with behavior outcomes.  Over time, the cumulative data also allows category-specific response models to be built that measure the potential and in-market impact of creative across channels. Total market inclusion of ads (all brands across all media) evaluated in our custom studies allows the ability to look at campaigns and how individual elements perform alone, or in combination with other media.

PHOENIX PRINT EVALUATOR

Phoenix’s Print Evaluator provides marketers with a tool for copy testing print ads that combines...

Phoenix’s Print Evaluator provides marketers with a tool for copy testing print ads that combines the detailed commentary of a qualitative interview with the projectability and speed of an online, quantitative survey.  Designed as a next generation “Heat Map” tool, our Print Evaluator expands upon the standard print ad appeal open-end, enabling researchers to get “focus group-like” consumer feedback on different aspects of print ads on a quantitative basis.  Using their mouse, respondents select specific likes and dislikes and for each selection, respondents are asked to provide detailed feedback as to why that area stood out for them.  The result is a blueprint for ad optimization.  The tool can be applied to advertising/communications at all stages of development – from rough concepts through to finished creative.