After the creative team has dazzled you with their concepts, let the concepts take the AdCheck test.

Consumer Insight will pre-test the TV, radio or print adverts on a sample representative of your target audience and using AdCheck, let you know their likely reaction to your advertising before you develop it or book space in the media.

This is a study done qualitatively or quantitatively - depending on the objectives of your research and nature of the test material - to check the effectiveness of new advertisements. AdCheck reveals if the concepts presented to you work without someone explaining the idea behind the creative. A sample representative of your target audience will view or listen to the concepts and let you know the likely reaction to your advertising before you sign a fat cheque to develop final creative executions or book space in the media.

Quantitative research is suitable for measuring the extent to which your advertising delivers the intended message. Qualitative research on the other hand gives you feedback on your concepts before you develop them, to determine if they connect with the target audience or fly over their heads. You’ll also understand how best to fine-tune the concepts to obtain maximum impact, comprehension and recall.

What AdCheck will do for you

Explore consumers’ reaction to ads, ideas and themes Determine if new ideas fit your brand Determine whether the message is in line with brand objectives Get feedback on strengths and weaknesses of the advertising ideas Measure the performance of proposed ads against key attributes on a scale of 1 to 10 along: 
- Entertainment 
- Relevance 
- Empathy 
- Familiarity 
- Alienation 
- Confusion

The norms chart shows the average scores for all the advertisements we have pre-tested along the generic attributes. Specifically, on entertainment, the average is 6.5 out of 10 and this means that if your ad scored below this score, it would be below norm as far as entertainment is concerned.

On other attributes on the right such as familiarity, alienation and confusion, a good ad should score below the averages showed. For example, if your ad scored 2.0 on confusion, it would be doing well above average which is 2.4 and the interpretation would be that it is not causing as much confusion.