Advertising Pre-testing Research Company
Building on the ground-breaking report by Les Binet and Peter Field into advertising effectiveness in their report ‘Marketing in the Era of Accountability‘, Vision One have developed a new framework and approach to advertising evaluation AdProbe.
AdProbe Video Example
AdProbe is a comprehensive evaluation tool that uniquely focuses on metrics and measures that are known to drive advertising effectiveness. These have been built on what we describe as the five secrets to advertising effectiveness which our outlined in our short video below:
Whilst focus group studies play an important part of the advertising development and are a valuable role in exploring different ideas or strategies, its use in evaluating specific creative treatments is not recommended for two reasons.
- Firstly, in a group discussion respondents are inevitably influenced by other participants.
- Secondly, most people view TV advertising in home (on their own or with their family), focus groups are often conducted in unfamiliar locations such as a viewing facility or hotel.
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If you are interested in finding out more about our Advertising and communications research tools and techniques, then please call us on 0203 693 3150 or contact us below.