|What Is A.I.M.?
A.I.M is a technique designed to assess the operational
performance and dynamics of television and radio commercials. The
approach used reflects the fact that television and radio commercials
present information serially and require the individual to construct
story lines and themes and extract messages.
How A.I.M. Works
A.I.M. focuses particular attention on what information or
elements are extracted when respondents view commercial material and
how this information is integrated to form higher order constructs
(e.g., messages). In commercial pre-tests, respondents are exposed to
the commercials and asked to reconstruct the commercial script. They
are then asked to interpret and evaluate their reconstructed scripts
based on a series of standardized criteria.
What A.I.M. Provides
The result of this assessment is that advertisers learn how
their commercial material is processed and synthesized. This type of
assessment places considerable emphasis on commercial pacing and the
stream of information provided. It also allows advertisers to identify
the most salient features of their commercials that are driving the
interpretation of the material.
A.I.M. also provides insight as to how the commercial material is
operating at various levels. Thus it can identify execution issues as
well as aspects of the story-line and themes and messages which may be
hampering the effectiveness of a commercial.
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