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PRINT Ameritest® - SPECIFIC MEASURES
Portfolio Test ? Attention and Branding
Respondents are shown a series of print ads (incl. our test ad) on-screen, or they are given a portfolio, if the test is administered off-line. The positions of the ads in the portfolio are randomised. Respondents are then asked which ads they found "interesting". We are testing the attention getting power of the ad in a cluttered environment.
The % of readers nominating the ad as "interesting" is the figure we take as our Attention score. The % out of those who mention the brand by name when they nominate an ad as "interesting", we take as our Branding score.
Stickiness
Stickiness is a diagnostic measure used to help understand an ad's Attention and Brand Linkage performance. For this measure, a reader is asked how likely they would be to continue looking at an ad if it were in a magazine/newspaper. The stickiness graph reflects the number of readers that would continue looking at the ad after the half- second, one-second and four-second flash test exposures. Results are plotted as a decay function.
There are no absolute, desirable levels of stickiness. A sticky ad does not necessarily equate to a strong ad. An ad could be a very effective "quick read," and therefore have very low levels of stickiness. On the other hand, an ad could have high levels of stickiness due to reader confusion. Stickiness results must be looked at in context to the other key performance measures.
Overall, the average reader will spend an average of two seconds on an ad.
Flow of Attention®
After the portfolio test, the Ameritest® Flow of Attention® technique?is included. For this part of the interview, the ad, having been scanned into a computer, is shown to the respondents for brief, controlled periods of time as described earlier.
The questioning is as follows: "Please click on the square or squares on the grid to mark the locations where you looked at the ad." This information is recorded on a response grid. "If this ad had been in a magazine, how likely would you have been to continue looking at or reading the ad?"
The answers to these questions provide insights into the ad's "entry point" (or hook) the order in which the respondent "shopped the information" in the ad, the "Stickiness" or holding power of the ad, and how long it takes respondents to register the brand identifier or logo.
Flow of EmotionR
Flow of Emotion is a measure of affective response. It relates to the drama being created by imagery in the ad and is a primary diagnostic used to explain the Motivation Score. Specific visual elements or chunks of the ad are isolated in a further diagnostic process where we gain a read on the emotional response to each element. If there are elements that are causing undue negativity or key elements that need to be boosted, this analysis will provide that feedback.
