EXAMINE ADVERTISING IMPACT
Commercials can have many different goals: From emotionalising the brand image to a purely rational effect on product sales.
But how can it be analysed whether an advertisement is perceived by the consumer as intended, whether it positively contributes to one’s own brand image or whether it provides the appropriate incentives to buy?
For this purpose, the INNOFACT Ad Lab is the ideal measuring instrument – regardless of whether a single commercial is to be tested or several commercials in comparison. Even if a spot or a campaign is still in the planning or implementation phase, the potential of the advertising concept can be determined in advance with the help of a storyboard.
Good to know
The standardised study design of the INNOFACT Ad Lab provides fast and differentiated statements on the effect of advertising media and can also be used in regularly recurring waves (trackings). Topline results are possible within just 48 hours, depending on requirements, sample size and target group.
SCHEMATIC DIAGRAM
SIMPLE, FAST, RELIABLE
In coordination with the client, the advertising material to be tested is integrated into the standardised questionnaire. The INNOFACT project procedures are adapted to the tight timings in the development of advertising media.
Both a single and up to five advertising spots can be tested. This is helpful for comparing different advertising ideas or comparing them with previous advertising campaigns. Here, the different spots are tested in separate but structurally identical subject groups (monadic). This ensures an unbiased and reliable evaluation for each spot.
STRUCTURE AND METHODOLOGY
The study is based on an extended AIDA concept. The results for each spot are shown on the basis of three aggregated performance scores, so that the potential of the commercials can be quickly seen and easily compared (see figure).
OPTIONAL ADDITIONAL MODULES
- Tachistoscope test
Analysis of the first impression of the advertising medium by means of a short presentation (e.g. 5 seconds) – ideal test for online advertising, among others. - Brand Image Pre- and Post-Test
Survey of the brand image before and after presentation of the advertising material. - Facial Coding
Recording and analysing the facial features of test persons during the advertising spot using a webcam.
INNOFACT FINDS THE ANSWERS
Among other things, the INNOFACT Ad Lab provides insights into the core indicators of successful advertising:
- What is the overall appeal?
- Is the message of the ad understood?
- How well is the ad linked to the brand?
- Is it perceived as fitting the brand?
- What is the emotional perception of the advertising?
- How strong is the purchase activation?
- Is the advertisement perceived as new/unique? Is it credible?