GfK NOPwww.gfknop.com
Pre-testing philosophy
GfK NOP’s primary role in the creative development process is to help brand owners deliver more effective communication.
AD*VANTAGE®MultiMedia evaluation technique is based on exposing the ad(s) in a controlled but low-involvement environment that is as realistic as possible. This provides the optimum research setting in which to best understand how the ad(s) work, as sensitively as possible.
Our approach to ad evaluation is based on the principle that an advertisement is effective if it moves the brand forward consistently with its strategic objectives, not only because it is executionally remembered, liked or creates purchase intent. Our evaluation approach is based on using a combination of diagnostic and evaluative insights.
Helping our clients deliver superior advertising requires: - an understanding of the brand’s heritage, strategy, communication objectives & issues
- a realistic exposure environment
- multiple exposure of the ad(s)
- a comprehensive assessment and understanding of how and why the advertising works
- exposing creative in a sufficiently sensitive way to allow for discrimination between very similar creative routes.
Our approach delivers a highly sensitive measurement of how advertising works. The detailed level of understanding is particularly helpful when wishing to understand the contribution of supporting media/alternative advertising treatment, which is virtually the same as the first ad/or has to work with another media.
Our carefully designed multi-media technique allows for rigorous evaluation of single-media and multiple-media campaigns.
Each test is customised to not only evaluate performance of advertising but also to provide learnings for future creative strategies.
Distinctive features
- AD*VANTAGE® MultiMedia helps to diagnose the impact and the influence on the advertised brand either within a single media or as part of multi-media package.
Our multi-media approach is essential for today’s changing media landscape. Our approach allows clients to understand the interplay effect of using multiple media channels:- incremental up lift generated by each media
- each media’s contribution.
- Our low-involvement approach is based on the principle that, in most cases, people do not ‘consume’ media in order to be exposed to the advertising.
Many advertising research approaches invite respondents to express their views and reactions explicitly in order to produce a picture of how the advertising is working and so aid development. Our approach does not do this, but, in the initial stages of the research process, the ultimate aim of the study is disguised.
The benefits of low-involvement exposure include:- it does not focus up-front on client test ad
- the aim of the survey is disguised
- respondents are not pre-sensitised to ads
- ads are exposed within their natural media context.
- Our approach has key validated measures: Branded stand out and Brand Persuasion.
- Controlled test situation: provides a robust and sensitive measurement test after test.
Measures:- Stand out
- Brand attribution*
- Brand persuasion*
- Content recall
- Likeability*
- Involvement (emotional/message/creative)*
- Communication*
- Brand imagery
(* indicates key measure)
Additional diagnostics:
Ad Tonality; User Imagery; Slogan assessment; Scene-scene analysis (TV); Hot Spot analysis (Print/Outdoor), and other customised diagnostics.
Media and disciplines tested and presentation method
| TV* | Realistic environment | | | | Press* | Realistic environment | | | | Radio* | Realistic environment | | | | Cinema* | Realistic environment | | | | Posters* | Realistic environment | | | | Direct mail | Realistic environment | | | | Internet* | Realistic environment | | | | Packaging* | Realistic environment | | | | Multimedia campaigns* | Realistic environment |
(* indicates specialisation)
Sample design and method
Universe: Client/category specific
Sample size: 100–150 per cell
Sampling method: Quota sampling
Interview method: Online or central location
How finished does the test material need to be?
We can test finished/animatics/photomatics/stealomatics
Interpretation of findings
Benchmarks International and UK available. Client-related and category-related benchmarks.
Evidence of predictive validity
AD*VANTAGE® offers the security of providing validated measurement criteria.
Comprehensive validation studies have shown the predictive characteristics of the key measurement criteria used in our approaches.
Number of execs with pre-testing experience: 12
GfK NOP has been engaged in pre-testing for 20+ years.
International service available:
Yes – global network covering 90+ countries. Most countries around the world.
Further information
We offer a full qualitative advertising development service, working with concepts, narrative tapes, animatics or finished materials. We usually use focus groups but including private-response self-completion questionnaires to gauge individual initial take-out.
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