TV Ameritest® - MODEL

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

1. It must get noticed and attract an audience ( Attention )
2. The audience must know who is sending the message ( Brand Linkage )
3. It must sell the audience something ( Motivation )

Attention is a measure of how large an audience your commercial will capture. It is a function of two aspects of the execution:

1. Does the execution entertain or reward viewers with an enjoyable or likable experience in return for the 15 or 30 seconds you are asking them to spend with you?
2. Is the execution a well-edited piece of film that leads viewers' attention and focuses their thoughts on the important ideas and images in the commercial at a pace they can easily keep up with?

Branding 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 edited film focus viewer's attention on the identity of the brand sending them a message?
2. How well does the execution fit the brand?

Motivation is a measure of audience response to the message/s in the ad. It is also a function of two variables:

1. How relevant, believable, and brand 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 compelling?

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