Abstract:

In recent times, simulated market models have been developed and validated to predict the penetration of new products in the real market situation. The copy quality input has been measured by two factors: the awareness and the persuasion. Copy tests, mostly applied in forced exposure situations have so far not been able to provide reliable and standardised recall and persuasion measures to be translated into the real market situation. Ad-Visor, a new copy test method from the Burke group in Europe has taken the related recall score from its DARs test experience and the persuasion measure from its BASES test market model to provide two copy quality benchmarks for measuring advertising effectiveness in the real market situation.