TNS

Pre-testing philosophy
Fundamental to the TNS approach to advertising research is the conviction that, in order to influence how consumers behave, advertising must do much more than merely communicate the desired messages and generate awareness. While these are important, advertising must be both involving and motivating if it is to be effective. The conceptual framework underlying AdEval™ covers the following premises.

1. Advertising is the execution of a brand’s positioning. This is not simply a matter of communicating the elements of the brand’s positioning in a distinctive way – communication alone does not equal effect. Effective advertising must differentiate the brand in a way that is personally meaningful to the consumer – to link the consumer to the brand.
2. Consumers’ responses to advertising cannot simply be measured by how they react to individual elements of an ad or what is said. Their response is a holistic one, which is embodied in the notion of relevance and motivational effect.
3. Effective advertising allows the consumer to make the connection between his or her world and the brand. This is TNS’s notion of ‘unlocking’. This happens through: involvement with the ad, relevance of the ad and being motivated.

• Communication (nature, strength and focus)*
• Emotive response*
• Impact/standout/clutter awareness*
• Recall of brand advertised
• Brand imagery (rational and emotional)*
• Involvement and motivation*
• Open-ended diagnostics*
• Client-specific – ad hoc measures

• AdEval™ is a flexible approach that offers a solution tailored to each stage of the development process, whether strategic ideas and concepts or fully developed creative work.
• AdEval ‘Idea’ (Workshop) screens ideas at the earliest stages, so clients can prioritise based on what really appeals to their customers. It is ideally suited to handling unstructured ideas as it adopts a ‘workshop’-orientated style.
• AdEval ‘Concept’ sorts multiple concepts simultaneously as well as optimising fully developed concepts. It is particularly suited to more structured advertising concepts. It ensures that the advertising is developed in line with clients’ strategic objectives.
• AdEval ‘Pre-test’ ensures that concepts are translated into effective creative executions. It analyses fully developed advertising and identifies which creative elements need more emphasis to make sure the key messages are being communicated to greatest effect.