Abstract:

At ad agencies, through pretest we measure the content of advertising, the concept, the mnemonics, the salient selling points, and visuals (typography, pictures/illustrations, copy) for the purpose of testing clarity, comprehension, accuracy, personality projections and a series of demographic and psychographic inferences. We posttest our tv commercials aired on tv to measure recall and recognition, brand and product concepts, attitude change, intent to buy, media effectiveness and a list of other variables.