Which measurement solution should be selected to determine if a campaign has increased purchase intent?

Choosing Brand Lift as the measurement solution to determine if a campaign has increased purchase intent is ideal because Brand Lift studies focus specifically on measuring changes in consumer perceptions and attitudes toward a brand after exposure to advertising. This includes evaluating metrics such as brand awareness, favorability, and purchase intent, making it a direct way to assess the effectiveness of a campaign in shaping consumer attitudes towards making a purchase.

In contrast, other options do not align as closely with measuring purchase intent. For instance, Sales Lift typically measures the increase in sales attributed to advertising efforts, which does not directly assess consumer intentions before they make a purchase. A Post-purchase survey gathers feedback from customers after they have bought a product, thus providing insights into purchase satisfaction rather than intent prior to purchasing. Media mix modeling analyzes the effectiveness of different marketing channels on overall sales, but it does not specifically evaluate shifts in brand perception or intent among consumers. This highlights why Brand Lift is the most suitable option for understanding changes in purchase intent resulting from a campaign.