Languages


Next*Print, Next*Outdoor


Pre-test of a printed advert (press or outdoor)


Why and when?

  • In order to check the effectiveness of a printed advert in its natural setting:
    » its power of making a mark compared to other adverts
    » whether comprehension of the advert is in line with the adopted strategy
    » whether it evokes the desired changes in behaviour and brand perception


What do you get?

  • Assessment of the effectiveness of a printed advert (press / outdoor) in regard to noticeability and reaction evoked (persuasiveness / impact on brand)
  • Full diagnosis of strengths and weaknesses of the advert based also on non-verbal reactions (hot-spot analysis)


How?

  • Concealed test: respondent unaware that he/she will be assessing an advert (placed in its natural setting depending on the medium, among other adverts)
  • Monadic test (each respondent only rates a single advert)
  • Experimental model: comparing the results to a control group not coming into contact with the advert making it possible to assess its impact in relation the brand's current situation on the market in question

Learn more

Magdalena Lewandowska
Ipsos Connect Director