Barnes/Hollander was established in 1983 and introduced the tip-in method to the
industry to help pharmaceutical advertisers develop more effective print advertising.
Over 20 years experience with the method has revealed the keys to effectiveness
that impact all critical elements of advertising including copy, graphics,
and physical aspects.

Barnes/Hollander has a robust database of norms for print advertising across
Professional, OTC, and DTC ads, including:

• Over 40 professional specialties and consumer sufferers/caregivers
• Over 75 different medical and consumer publications

We offer two quantitative methods of print ad research:

1. AdTest or Tip-In Method – a measure of the effectiveness of finished
   ads under real world ad exposure conditions. The method offers
   metrics of Proved Day-After Recall and Persuasion Diagnostics.
2. Internet ConcepTest© – an internet-based measure for multiple print
   ad concepts that identifies the concept(s) “most likely to succeed”
   under real world conditions. The method employs a structured
   self-administered program of exposure via secure high-speed internet
   access. The question battery yields findings that correlate with our
   tip-in testing experience.

Barnes/Hollander is committed to delivering timely, actionable,
clear, and concise reporting to our clients.