Advertising Effectiveness

Learning from program content  effectiveness methodologies gives ASI analysts and clients insight into the advertising effectiveness of ad content.   ASI's unique blend of 50 years of TV program testing, advertising market research, and infomercial market research enables ASI to provide data that often yields actionable insights into advertising content effectiveness quickly and economically. 

At ASI we believe that advertisements are like episodes in your brand story. Our unique experience as a long term leader in pilot television program testing and as a leading advertising market research organization, working with many of the largest media and marketing organizations for half a century, provides significant benefits especially when it comes to evaluating attitude and perception in the context of story analysis and message elements for both advertising and television program professionals as well as specific point in time decision point data, which helps you discover whether content is effectively causing the desired results with your target consumers or audiences.

Strategy and Positioning Testing:

While in most cases our client's have already developed all their strategy and positioning alternatives and chosen a clear set of communication objectives in their advertising communication strategy, those with new brands or new companies choose to work with ASI to provide information during the development phase of marketing content.  Our focus in this area of service is to help identify the elements and ideas essential to advertising effectiveness and help insure that those elements and ideas are communicated consistently in advertising content executions.

An emphasis on content analysis and effectiveness:

In both programming and advertising we believe "content is still king."  ASI brings the experience of leadership in program content testing to advertising and in doing so our methodologies pay particular attention to content elements, such as characters, location, story elements, music, involvement, and dozens of other elements of content and how they impact the overall perception of content. The additional experience gained over years of testing advertising both in the classical TV commercial environment as well as direct marketing continues to reveal new insights for our clients. With an urgent demand to increase advertising effectiveness and the development of the PVR, ASI is able to integrate its long experience in TV program testing and advertising testing work areas such as embedded advertising and "brand integration," where having a solid grasp of how elements with in a story impact the over all content impact and being able to also understand how the context and sequencing of program elements can impact the perception of other elements within the story.

We believe Pre-Testing each execution of an ad is very valuable.

ASI has learned from experience that each execution of a new ad should be pre-tested with the target audience and that the findings should be discussed among all stake holders to gain objective insights that may help to optimize the message delivery and ensure that the intended message and the perceived message are as close as possible.

Consistent testing methodologies:

It is important to use consistent testing methodologies over time so as to begin to develop ad and brand specific metrics and related norms and equally important to allow all stake holders and users of the pre-testing systems data to become adroit in the langue of the system and the interpretation of the results. This fluency with the system allows efficient and effective communication among all its stakeholders.

ASI has been using consistent data acquisition metrics with biometrically compatible technology since the early 1960's in both program content testing, advertising content testing, and combined ad and program testing modes. We believe that this long range consistency and corresponding expertise in interpreting this data contribute to the depth of insight we provide to each of our clients. We continue to introduce new methodologies and technologies while maintaining consistency and continuity in proven methodologies over the long haul.

Early Stage Concept Testing:

ASI believes in the value of concept testing in the early phases of the creative process whether in the animatic or storyboard phase or in a rough cut stage.  ASI's proven audience response metrics  provide the creative developers and all stake holders an arena and context for input that can optimize the message effectiveness and can help establish a strong base line for the semantics of larger quantitative studies in the post production phase of ad research.   Using the same methodologies in pre-testing the product as it nears and reaches the commercial release stage provides confirmation that lessons learned have carried into production and that audience response is optimized.

By using the consistent methodologies over time and from the early creative stage through the commercial release you are able to develop your own norms for your category and your brand and can provide a major input into your overall model of advertising effectiveness.

ASI content marketing research can serve as one of the key variable inputs in your over all ad ROI model and can provide a strong content emphasis component as you evaluate a composite of overall measures of advertising effectiveness.

That's why advertisers, agencies, direct response marketers and media planners come to ASI to help them test and optimize their campaigns and seek to achieve optimum advertising ROI for their new and existing campaigns.