29 YEARS SERVING THE PHARMACEUTICAL INDUSTRY

Trusted advertising research partner for pharma

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How effective will your ad(s) be when they run in the "real world?"  AdTest is the quantitative method with metrics that clearly answers that question.

Test ads are inserted into current issues of publications and sent to pre-recruited target audience members who are instructed to read the publication as they normally would.  They are then contacted the day after they receive and have read the publication to complete a series of established, norm-based questions that gather specific information related to the critical ad effectiveness measures below.    

To be effective ads must:

  1. Gain Attention (Stopping Power) - an ad's major elements must first garner enough interest to cause the reader to stop, then want to review, its content.
     
  2. Create Linkage - the reader must associate the copy and/or graphics to the brand or product.
     
  3. Communicate the desired message(s) - the content of the advertising must communicate features and/or benefits of the advertised product that the reader considers important and believable.

Unless all three of these criterion are met, an ad has little provable value beyond perhaps reminding readers of the product, reinforcing its availability.

For both new and in-line products, we also work with our clients to design custom questions to be included in their AdTest to elicit reactions to any unique information needs they may have beyond our standardized test measures.  

AdTest