PRINT Ameritest® - MODEL

Our model says that for any print ad to be effective it must accomplish three things:

1. It must get noticed and attract a reader.
2. The reader must know the identity of the brand sending the advertising message.
3. Once the ad has the reader's attention it must motivate - e.g. an interest in buying.

ATTENTION

Attention is a measure of how large an audience your ad will capture.

It is a function of two aspects of the ad:

1. Does the ad reward readers with an involving experience in return for the time you are asking them to spend with your ad?
2. Is the execution a well designed layout that leads readers attention and focuses their thoughts on the important ideas and images in the ad?

BRAND LINKAGE

Brand Linkage is a measure of how aware the audience is of who is sending them a message.

It is also a function of two aspects:

1. How clearly does the layout focus viewers attention on the identity of the company/brand sending them a message?
2. How well does the execution fit the company/brand?

MOTIVATION

Motivation is a measure of audience response to the message.

It is also a function of two variables:

1. How relevant, believable, and differentiating is the strategic promise you are communicating to your customer, and
2. How much emotional drama have you created and wrapped around that promise to make it seem larger than life and even more

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