Lang Research has developed approaches to advertising
testing that reflect the unique natures of different media. Our
advertising testing simulates how the advertising material is
processed in order to assess its effectiveness and appeal.
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Television and Radio Commercials:
Advertising Impact Model (A.I.M.)
TV and radio commercials use a sequential presentation of
information consisting of auditory and visual material. Lang
Research applies its proprietary Advertising
Impact Model ( A.I.M.)
to assess the operational performance and dynamics of television
and radio commercials. A.I.M. places its distinctive focus
on determining the information or elements that are extracted when
respondents view commercial material and how this information is
integrated to form higher order constructs (e.g., themes,
story-lines, messages). The emotive impact of the material also is
analysed at each level of integration.
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Print Advertisements: Brief Exposure Testing
In contrast to television and radio, print advertising
presents all stimuli to the reader simultaneously. To reflect the
unique nature of this medium, Lang Research uses a technique
called Brief Exposure Testing to assess print advertising.
Respondents are exposed to the test material for a brief interval
then asked to complete a thorough assessment of the test ad after
this exposure. The process is repeated a second time with a longer
exposure to assess changes in the amount and type of material
extracted. Finally, respondents are led through a series of
exercises (e.g., ad element evaluation, ad reconstruction) to
thoroughly assess the operational characteristics of the test ad. |
In both types of advertising tests, respondents are not placed in
the position of being advertising critics; but rather, act as
consumers of the commercial material. The results are compared to Lang
Research’s normative database constructed from our assessments of
hundreds of campaigns to show clients how their test material compares
to others evaluated using the same process.
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