At the pre-test stage the Agency clients could select the most effective advertising materials or determine the main focus for improvement to increase ROI.

Ad Potential® is a simulation technique which enables to model real-life scenario at a pre-test stage. This approach is ideally suited to uncover the marketing communication potential to create target audience involvement. Similar to Brand Vision System® tracking, Ad Potential® Testing helps to evaluate the creative potential for the studied marketing communication as well as estimated the required marketing investment.

The core of this approach is the evaluation for the creative design and the final total of the studied communication.



Ad Potential® Testing methodology helps to find answers for the following queries:

• Can the communication attract consumer attention (will it break through the competitive advertising clutter)?
• Is it unique to differentiate the studied brand from the competitors?
• Is the communication easily branded (builds up a link to the brand)?
• Does it deliver the brand message?
• Does it have an impact on the brand image?
• Does it stimulate the target audience to learn more about the brand, does it stimulate trial, purchase or more extensive use of the product/service?
• Does it reach the desired target audience (supports brand loyalty or drives switching from competitive brands, does it attract a younger or more mature target audience, etc.)?
• What are the strengths and weaknesses for the studied communication, what are the ways to improve its efficiency?
• Which communication elements drive involvement most and could be incorporated into different communication channels to increase the brand’s overall communication effort?

Ad Potential® Testing methodology uses a set of indicators similar to Brand Vision System tracker. This helps Business Analytica clients to evaluate the communication potential along with tracking communication driven brand changes to increase the future advertising campaigns efficiency.

Ad Potential® Testing has a modular structure and comprises 3 main modules:

• Ad Potential InSigths®. The study qualitative module (a study with a small number of respondents with focused discussion of the visual designs; the techniques used include focus groups and in-depth interviews). This study helps to evaluate the communication strengths and weaknesses early in the process (concept, animatic (storyboard), POS prototype, etc.). This stage helps to streamline advertising effort, reveal obvious problem areas and areas for improvement as well as reduce the amount of advertising materials for final stages of design and production. This study is best used at initial stages of advertising design.
• Ad Potential ExAct®. The study quantitative module. It uses large samples representative of the target audience. Data gathering techniques range from Computer Assisted Web Interviews (CAWI) to Computer Assisted Personal Interviews (CAPI) in specially equipped facilities.
  
  This study is best suited for testing semi-final advertising materials or selecting the final best concept. This module helps to evaluate the potential effectiveness in quantitative terms, determine the target audience percentage and specific features which could be reached by the studied advertising materials.
• Ad Potential Neuro®. This additional module helps to go deeper into the target audience psycho-emotional perception of the studied advertising designs. This technique is best suited to reveal the most appealing area of the studied advertising materials to be used in future brand communication to increase cross-channel efficiency and identify the best design layout. Depending on the objectives the study uses various equipment to separate the target audience conscious reaction to the studied advertising material from the subconscious: Eye Tracker (the process of measuring the point of gaze towards the studied advertising material), Electroencephalography (EEG) enables to gauge the audience rational vs. emotional perception of the studied advertising material, GSR (galvanic skin response) measures emotions in relation to the studied advertising materials and its potential to stimulate the target audience activity towards the tested product or service. This module is best suited for highly competitive markets with frequent advertising materials rotation. Traditionally it is used as a follow-on study after Ad Potential ExAct®.