CTR brings you the insights and Information of brand marketing strategy, communication effectiveness solution and AD assessment and evaluation method.

Brand Communication Strategy

CTR helps advertisers and brand managers get the most from their advertising investments. Our tools allow you to: take the pulse of your brand, whenever needed; understand the developments and changes to not only your brand, but also your competitors; and lay down appropriate advertising strategies accordingly. Our tools and insights provide continuous momentum towards efforts raising the value of products and services.


  • Brand Endorsement
    Developed in conjunction with VR Company, CTR’s Brand Endorsement research is an ongoing study of popular celebrities in China and abroad. Insights gained are used by advertising companies, enterprises, television stations and others when choosing celebrity spokespersons or program stars. The study is based on a survey of 1,200 individuals between the age of 15 and 45, living in Beijing, Shanghai or Guangzhou. Covering both Chinese celebrities and popular foreign stars, the survey assesses and records subject impressions of a total of more than 300 famous personalities.
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  • Brand Positioning
    Providing support for building strong and clearly differentiated brands, our Brand Positioning service identifies, at all levels, consumer needs that your brand fulfills or potentially fulfills. Resulting insights are used to help you shape your brand's unique characteristics and determine a clearly differentiated brand position that meets the most underlying needs of your consumers.
  • Brand Health
    CTR helps you assess the health of your brand and understand the reasons behind changes in key brand indicators. Using our unique brand diagnosis model, ad monitoring data and the results of regular evaluations of your brand's performance, we provide professional insights and advice to help guide your brand building efforts.
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  • Public Opinion Monitoring
    With a national cross-media news monitoring service that covers nearly 200 cities and the vast CTR audience survey network, CTR is your window onto public opinion. We provide you with extensive cross-media information monitoring, multidimensional tracking and interpretation of public news information, and broadcast efficacy analysis. The information we provide serves as comprehensive support for crisis management, and for assessments of reputation management, commercial intelligence gathering and effectiveness of PR campaigns.
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CTR helps advertisers and brand managers get the most from their advertising investments. Our tools allow you to: take the pulse of your brand, whenever needed; understand the developments and changes to not only your brand, but also your competitors; and lay down appropriate advertising strategies accordingly. Our tools and insights provide continuous momentum towards efforts raising the value of products and services.
Advertising Effectiveness

With advertisers' increasingly stringent requirements for precise targeting and effective ad delivery, assessments of ad placement effectiveness are in strong demand. By measuring key indicators -- viewing rate, recall, evaluation, intention to buy -- at each point of the purchasing decision chain, CTR weighs the actual effect of advertisements on their intended audience. The service assesses the collective effectiveness of a brand's advertisements in a given mode of media, and covers all channels (newspaper, magazine, radio and TV station, outdoor, Internet and other new media).


  • Advertising Strategy
    Armed with data from more than ten years of continuously monitoring China's advertising market, CTR helps you comprehensively grasp advertising development trends in your industry, interpret the market effects produced by your ads, and compare the differences between your own advertising strategy and that of your competitors. Simultaneously, we use our advanced cross-media assessment system to help you effectively manage your advertising budget, determine the best advertising solutions for your company and measure advertising effectiveness.
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  • Media Impact
    CTR examines audience purchasing behavior so as to assessparticular media impact on individuals,in order to help you layout a media buying plan for a given targeted audience. We provide customized, strategic assessment tools that measure real rates of return for various given media (TV or digital media).
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  • Ad Creative Impact
    Having the largest ad monitoring network in China, CTRhas the capability to acquire the latest creative advertising content and provide competitive analysis of such. Using our professional research model to study your ad's effect on audience recall and opinion, brand influence and audience behavior, we carry out preliminary ad testing and tracking in order to realize optimization of your media investments.
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With advertisers' increasingly stringent requirements for precise targeting and effective ad delivery, assessments of ad placement effectiveness are in strong demand. By measuring key indicators -- viewing rate, recall, evaluation, intention to buy -- at each point of the purchasing decision chain, CTR weighs the actual effect of advertisements on their intended audience. The service assesses the collective effectiveness of a brand's advertisements in a given mode of media, and covers all channels (newspaper, magazine, radio and TV station, outdoor, Internet and other new media).
Pan-Media Habit & Consumption

Given the current trends of decentralization and fragmentation in media consumption, an understanding of cross-media consumption habits is now critical for building precise and effective integrated marketing strategies. CTR provides objective research and data support to help its clients achieve such understanding. Our continuous analysis of cross-media consumption patterns for China's urban residents and key consumer groups (business executives, upper class women, etc.) makes us experts in this area.

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Given the current trends of decentralization and fragmentation in media consumption, an understanding of cross-media consumption habits is now critical for building precise and effective integrated marketing strategies. CTR provides objective research and data support to help its clients achieve such understanding. Our continuous analysis of cross-media consumption patterns for China's urban residents and key consumer groups (business executives, upper class women, etc.) makes us experts in this area.

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