ADVERTISING TESTING
 

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.
 
  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.
 
  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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