Abstract:

The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the model’s internal measures rather than external comparisons such as pre- and post-test validations. The model states that all effective advertising, anywhere in the world, must accomplish three goals: attract an audience, clearly link the ad to the brand in the viewer's mind, and motivate the viewer to take action. The model clearly defines key measures that determine Attention, Brand Linkage and Motivation scores. This paper reports data obtained from over one hundred thirty (130) pre-tests conducted in the United States, Europe and Asia Pacific for multiple clients.