AdPre – The Advertising Pretest.
For concept screening of advertising campaigns we developed the extensively standardized AdPre method that we use both for testing of printed motifs and posters as well as for radio and TV spots.
By using this pretesting method you are informed at an early stage which performance your concepts can achieve as far as buying behaviour, consumer adoption and brand image are concerned. You get information on strengths and weaknesses, the estimated reach and the consumer acceptance of the product.
At the same time we work out proposals to optimize your drafts and campaigns and support you in decision making between different drafts and concepts.
Default survey items are:
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Spontaneous awareness and recollection of details in a real test environment (e.g. test journals, waiting room music, motif posting in waiting areas) | |
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Supported awareness and recollection of details in a real test environment | |
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Spontaneous associations | |
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Likes, dislikes and recommendations for modification | |
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Assumed advertising message, assumed target groups | |
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Scaled appraisal of consumer adoption, image and advertising effectiveness | |
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Image of the product or the brand communicated by advertisement | |
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Willingness to purchase, resell or change a product | |
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Buying/usage behaviour in the branches concerned | |
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Brand awareness, brand usage, brand preference, shift of preferences | |
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Statistics |
With the help of AdPre we are able to improve the efficiency of campaigns strategically and minimize the flop risk. The interview contents are customized.
Data Survey
We conduct qualitative surveys as studio tests. With a sample size between 50 and 250 interviews we can guarantee not only a qualitative statement but also a statistical interpretation. The samples are quoted according to branch and product. The surveys are generally conducted in a semi-monadic design, monadic design is also possible.