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GIM Ad Evaluation

Pre-testing to prevent failure of advertising materials

Topic
With GIM Ad Evaluation, we test the potential of your advertising materials prior to their launch. This means we verify, whether or not, their performance with regard to recall (prevailing over the competitors) and impact (influence on brand perception), the central criteria of success, is satisfactory. We use pre-tests to evaluate your print and OOH ads, all possible variants of commercials, and all forms of online and mobile advertising.

In this context, we explore the message communicated by the advertising material and, at the same time, the way it is experienced at a motivational and emotional level. This is the only way to evaluate an advertising material in a holistic way in the framework of a pre-test: identifying and understanding its rational, emotional and motivational impact.

GIM Ad Evaluation also takes into account that consumers, or persons who are part of your target group, evaluate advertising materials in different ways, because there is no such thing as “the one and only message“ of an advertising material! The message of such a creation must rather be explored in the light of the consumers‘ individual characteristics.

Fields of application
For ads (print and OOH), commercials and online or mobile advertising alike, GIM Ad Evaluation takes into the account the following parameters of effectiveness:

  • Prevalence: The crucial first step of every advertising material: It must prevail in the field of competitors (“clutter“) and catch attention. We test these factors by presenting the materials at the beginning of the Ad Evaluation study in their respective competitive environment.
  • Message: This parameter is about the consumers‘ “cognitive response“: What message do they receive? This must be tested in order to verify whether, and to what extent, an advertising material influences the perception of a product, or a brand, again taking into account the individual differences between the consumers (How do they perceive and process advertising messages?).
  • Experience: Another dimension of the evaluation is the way the advertising material is experienced. GIM Ad Evaluation studies distinguish between motivational and emotional experience: The former meaning the capacity of the material to retain the consumer’s interest (involvement), while the latter refers to the affective evaluation of the material. They can be explored after or during the viewing of the advertising material (e.g. facial coding).

Toolbox 
We evaluate your advertising materials in face-to-face or online interviews. To be evaluated, the creations are presented one by one, as this is the only way of achieving a valid evaluation of their performance. If possible, we integrate benchmarks in the form of other brands’ advertising materials.