New test procedure: Finally measuring, monitoring and controlling advertising impact
For people to wear a helmet, use a condom, drink mineral water, or eat yogurt, advertising must be effective. A new advertising effectiveness test developed by BildKom, the Zurich-based research institute for visual communication, ensures that this happens. That is the promise made by BildKom Managing Director Dr. Patrik Zwahlen.
Various pre- and post-tests supposedly measure how advertising works. But what do the percentages behind awareness, uniqueness, brand fit and likeability tell us? Little to nothing. "The impact of advertising has not yet been measurable," says Dr. Patrick Zwahlen, Managing Director of BildKom. That is now changing: Because Zwahlen has spent the last nine years working on a test with which he can now determine valid results on the impact of advertising measures for the first time - and within one to three weeks.
"Our service consists of accompanying the creation process of an advertising campaign so that the published version is perceived exactly as agreed in the briefing," explains Zwahlen in a press release on Monday. "We completely replace pre- and post-testing with analysis and quality control." Zwahlen uses various instruments to examine the actual perception of advertising media such as commercials, advertisements, posters and brochures and thus determine their communication performance. Based on his results, it is possible to improve the final design variant of a subject so that it meets the target specifications one hundred percent - and thus also to control and optimize the effectiveness of the communication strategy.
Blind advertisers and companies
According to Zwahlen, a major stumbling block to date has been the operational blindness of those involved, who are unable to assess their own performance. That is why it makes sense to commission an independent institute to review the effectiveness. Zwahlen's tools do not require market research support and were developed specifically for communication specialists in everyday advertising. They are therefore simple, inexpensive, fast and robust, according to the press release issued on Monday.
Zwahlen has tested the new advertising impact test on 450 subjects. He is now presenting his service to the public for the first time. If the test delivers what Zwahlen promises, it could revolutionize the world of advertising.
"Our service consists of accompanying the creation process of an advertising campaign so that the published version is perceived exactly as agreed in the briefing," explains Zwahlen in a press release on Monday. "We completely replace pre- and post-testing with analysis and quality control." Zwahlen uses various instruments to examine the actual perception of advertising media such as commercials, advertisements, posters and brochures and thus determine their communication performance. Based on his results, it is possible to improve the final design variant of a subject so that it meets the target specifications one hundred percent - and thus also to control and optimize the effectiveness of the communication strategy.
Blind advertisers and companies
According to Zwahlen, a major stumbling block to date has been the operational blindness of those involved, who are unable to assess their own performance. That is why it makes sense to commission an independent institute to review the effectiveness. Zwahlen's tools do not require market research support and were developed specifically for communication specialists in everyday advertising. They are therefore simple, inexpensive, fast and robust, according to the press release issued on Monday.
Zwahlen has tested the new advertising impact test on 450 subjects. He is now presenting his service to the public for the first time. If the test delivers what Zwahlen promises, it could revolutionize the world of advertising.
What does Zwahlen's test really do?
You can read an exclusive background article on Zwahlen's new test procedure in the next print edition of Werbewoche, which will be published on September 10.
Free test for Werbewoche readers
You will also find the access data for a free self-test, which BildKom is making available exclusively to readers of Werbewoche, in the next print edition of Werbewoche on September 10.
Anne-Friederike Wilhelm
