Communication tests
Testing of communication efforts can include a variety of advertising media: advertisements, posters and placards, TV spots, Internet banners, packagings etc. In addition to one-time testing of the success of these efforts, repeated surveys can serve as an early-warning or control instrument for the product or brand; e.g. tracking of advertisement recall, brand awareness and image.
(Foto) Examples of advertisements, placard advertising, posters, TV spots, etc.
Objective:
- Measurement of the general impact of advertisements or advertising motifs
- Determination of the assertiveness of advertising campaigns in the competitive environment (e.g. poster/ placard advertising)
- Image testing and determination of the activating impulses/ purchase triggers (e.g. TV spot, packaging, etc.)
Result:
- Recall (unsupported/ supported), recognition, recognized content of the advertisement/ advertising motif, emotional acceptance, profile of impressions/ visual appeal etc.
- Determination of the noticeability and attention-getting value of advertising media (e.g. advertisements, banners)
- Evaluation of image effect, activation; e.g. when searching for information or for purchase, preferences with regard to provider/ relevant set (possibly under consideration of information, decision-making and purchase behavior)
Applications:
- Advertisement tests: online, quantitative - but also possible as face-to-face/ qualitative; combinable with EyeTracking or Area of Interest analysis (see figure). One-time or as repeated measurement (Tracking)
- Result: Are the important elements (logo or brand) of the advertising motif seen? Is the message of the advertisement recognized? How quickly? How interesting are certain elements?
- Usage possibilities: Flexibly combinable with other methods, or as individual methods (e.g. Usability Lab). Option: Measurement of the emotional impact of motifs
- Different modules possible, such as Folder test, Click test/ Heatmap, qualitative feedback or comprehension
- Supplemental analyses: Heatmap-based click test (computer supported).
Applicable: Ex post (= recalled elements) and as Pretest (= spontaneous perceptions and interest). Also suitable for search tasks; for example as part of Usability Labs. Can be done online and offline (see figures).
Other approaches:
Managing Director
Dr. Frank Knapp
