Abstract:

Over a two year period the authors have been involved in the development of a new commercial testing system, that brings together, for the first time, measures of on-air recall and persuasion. The system named AD-VISOR, became officially operational in September 1987, for use in all the major markets of western Europe. The paper illustrates the problems and opportunities of European testing. Practical experience of evaluating commercials across Europe is discussed with the aid of case histories.