Advertising Pretesting

If you advertise, you want to make sure that you get the most out of your advertising dollars. Hay Research International can help you do that. Whether you’re advertising on television or radio, in print or on billboards and bus shelters, we can help you choose a winning ad concept, refine and improve the creative, and ultimately launch an ad or campaign that will resonate with your target audience.

Putting Feelings into Ad Research

Hay Research International is proud to be a licensee for Add+Impact®, one of the world’s premier advertising pretesting systems. Add+Impact® measures attention (cut-through) and persuasion, coupled with an in-depth understanding of emotion and feelings – how advertising affects the brand-person relationship and levels of bonding between the customer and the brand.

We use a comprehensive but a straightforward online survey to capture both a qualitative and quantitative response to the ad. 58 quantitative measures, tested in more than 300 categories and refined through 20 years of testing and validation, capture the full spectrum of response to your ad and predict your ad’s attention (cut-through) and persuasion potential. A rigorous content analysis of the qualitative response provides context to the quantitative results, and provides insight into adjustments that could optimize the ad’s performance.

The Importance of Bonding

Modeling conducted on Add+Impact's® worldwide database involving over 1,100 brands has confirmed that “bonding” (the emotional connection between an individual and a brand) is the strongest predictor of purchase intent. This finding is consistent with the latest thinking about emotion, feelings and how the brain works, which suggests that rational processes, though important, often serve as support for decisions already made and preferences already held. Understanding how advertising affects bonding — and the brand-person relationship — is therefore key to predicting an ad’s in-market performance and effects on your brand.

World-Wide Standard: The Effective Ad Threshold

Effective ads successfully gain attention and help the consumer to connect with relevant brand ideas. Only when ads communicate these messages to a majority of the target audience do they become truly effective.

Add+Impact® starts by predicting an ad’s ability to attract attention, thereby giving the ad the opportunity to do its work. Attentive individuals will extract personally relevant messages from the ad, impacting their bonding (or personal relationship) with the brand. By measuring both attention and bonding, Add+Impact® predicts in-market success for any type of ad.

Each individual’s response to an ad is unique, and the Add+Impact® technique starts with this premise, assessing both Attention and Bonding for each ad test respondent. Effective ads are those for which a majority of respondents are Committed – that is, both Attentive and Bonded.

Once an ad’s effectiveness is known, Add+Impact®’s comprehensive quantitative diagnostics and in-depth content analysis help us to recommend changes to make the ad more effective. For instance, if an ad successfully holds Attention but fails to Bond the audience with the brand, Add+Impact® can reveal barriers to making that critical emotional connection and recommend appropriate solutions to turn an audience that is merely Entertained by the ad into one that becomes more Committed to the brand.

Why Add+Impact®?

Add+Impact® understands that emotion and brand bonding lie at the heart of all successful advertising.

Add+Impact®’s bonding measure has been demonstrated to be the most powerful element in predicting advertising success.

Add+Impact® includes the most comprehensive diagnostic system available of all major advertising pretesting techniques.

Add+Impact® is fast, with a one to two week turnaround on most studies.

Add+Impact® is the most flexible of all the pretesting systems and is adaptable to campaigns and many forms of advertising.

Add+Impact® is cost-effective and is ideal for testing a range of optional ad approaches.