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eAdTesttm - Cutting-Edge Copy Testing

 

eAdTest is a comprehensive television, radio and print advertising evaluation platform that provides strategic intelligence on crucial ad performance criteria, including message impact, recall and persuasiveness/vote/purchase likelihood. Using our comprehensive ad rating library, eAdTest provides a benchmark for your ad by comparing it with hundreds of other similar ads

 

How it works

 

Respondents (our database contains over 11 million of them) are invited via e-mail to an eAdTest web server.  Streaming video or audio (or static print ads) is viewed through any recent web browser, and no plug-in media player is required, thereby minimizing user complications and maximizing reach throughout the Internet population. Video transmission is accelerated through an extensive network of servers, which enables eAdTest to bypass Web traffic and ensure fast, high-quality ad streaming. Respondents answer a battery of pre/post evaluative questions and results are then compared to the eAdTest benchmark database.

 

Why is it superior?

 

eAdTest is extremely cost-effective, with a 75% lower per-respondent cost compared to a typical focus group dial-test.  This service allows for larger and more representative sample sizes relative to conventional qualitative ad evaluation—clients can expose ads to 1,000 respondents compared to 50-100 in standard dial-test groups. Larger sample sizes also equate to more meaningful subsample analyses of gender, age, education differences. Robust open-ended data and fast turnaround time (1,000 interviews can be completed in 72 hours) combined with pure experimental research designs allow for quick, thorough, and unbiased results so that clients can obtain “clean reads” on multiple ads.

 

Moment-to-Moment Evaluation

 

  • Respondents use an onscreen sliding scale to rate what they are seeing/reading/hearing on a moment-to-moment basis
  • This allows us to record second-by-second respondent reactions to television ads or radio spots
  • Moment-to-Moment data lines allow for the assessment of the strongest and weakest parts of the ad execution
  • Build a composite score based on moment-to-moment rating

Diagnostic Evaluation

 

  • Evaluate ads based on a series of diagnostic questions
  • Determine effectiveness of ad in terms of:

    1. Main message clarity/importance
    2. Visual appeal
    3. Credibility
    4. Recall
    5. Persuasiveness
  • Compare responses with other benchmarked ads

Comparative Evaluation

  • Use trade-off/forced choice analysis to clarify respondent preferences
    1. Helps assess positioning of statements, brand attributes, candidate positions/qualities, etc.
  • Utilize conjoint analysis of ad characteristics/messages

 

 

 
                 
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