TNS Infratest

AdEval ^TM

Evaluating and optimising brand communication

The principle of AdEval™

AdEval™ combines

• validated evaluation of total performance
• detailed, exact insight into perception & effect of the message

This allows:

• determining the success potential of an advertising element
• understanding the effect of the message on the target audience
• deriving conclusive optimisation possibilities within the context
• gaining general insight into the effects of brand communication

This means:

Risk minimisation and efficacy maximisation at the same time!

Evaluation of total performance

• AdEval™ shows the impact of an advertising element as an effect process in a multi-dimensional and consistent way.
  
  Only like this it is possible:
  – to determine the actual impact of an advertising element
  (and to distinguish it from brand impact)
  – to separately analyse and evaluate the target group communication
  (= involvement) and the effect on brand image (=motivation)
   
• motivation is an indicator for advertising effectiveness, validated multiple times by sales figures
   
• motivation and involvement – the two central effectiveness dimensions – are compared to country-, industry- and media-specific benchmarks, taking also into consideration the product status, as well as – if necessary – the development status of the advertising element.
   
• By disclosing the top 10 % or top 25 % standards, comparisons are only drawn with the most successful comparable advertising elements.

Content analysis: explanation and optimisation

AdEval™ is probably the only advertising testing tool available, which combines quantitative results with content analysis.
This leads to insights, which explain the overall result on a content level and reveal (so far) unused potential as well as risks.
 

• how well are the single contents and the connections between them perceived?
• which perception images and interpretations contribute positively to the total performance?
• are there any aspects or connections, which are not understood, do not seem credible or distract from the offer and therefore impede a better total performance?
• can the design effectively support the (intended) product qualities?

Only if all these questions are answered, objective and actionable recommendations for optimising can be derived.

Flexible test design according to need

• applicable for advertising elements in all industries, media and every development stage – for all target groups!
• tests are usually carried out in test studio, but also possible in-home/in-office
• extremely flexible test design and very fast delivery of results
• classic unary approach (with 120 interviews), but also special designs for testing campaign effects available
• individual additional issues can be integrated easily, e.g.
  – customer-tailored brand modules
  – product fit
  – packing tests
  – sound logo test (SoLo)

Our further solutions:

• AdEval™ System 
• AdEval™ Idea 
• ConceptEval™

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