ars.screener SM -
Identify Winning Executions & Maximize your Business Building Power
ars.screener is an early stage pre-test, which is designed as a media-neutral communication content solution in today’s fast-paced advertising environment. From consumer reactions to a proposed stimulus, we provide pre-test measures of communication effectiveness for almost any contact point.
Applying our methodology alongside comparative advertising methodology, ars.screener is a tool that screens or sorts, and identifies winning executions before the next stage of development. ars.screener also provides the information needed to understand which creative and strategic methods of execution in the proposed communications are working and how to improve them before moving forward.
Questions Answered
Measurement Summary
We recognize that advertising success is determined by a variety of key elements including the consumer’s understanding and reaction to the communication messages, the connections they form emotionally and rationally, and the ability of the message to convince consumers that the brand will deliver on its promise.
For each individual execution, ars.screener provides model measures of Persuasion and Recall (iPersuasion and iRecall).
Additionally, we use comparative diagnostics to measure consumer’s opinions when comparing all ads in your project. This approach facilitates an increased understanding of the drivers of communication effectiveness which, when combined with the category knowledge of our consultants, results in actionable insight and business recommendations.
Additional Diagnostic Components
Color-Sense EmotionSM -This measurement component provides brands the ability to understand the strength of consumers’ emotional connections, the overall emotion tone and specific emotions evoked by marketing communications –in a non-cognitive manner.
Interest Trace with “In The Moment” SM - This tool provides brands and their agencies the ability to understand where an ad engages consumers, and pinpoints the aspects that drive interest.
Questions Answered
• Which proposed ad is most effective in communicating the brand message?
• Which proposed ad is most likely to be brand building?
• What are the creative and executional drivers, and what improvements can be made?
• Which ad elements are working well and which ones need improvement?
• Are my proposed ads working to establish and build on the brand’s equity?
• What is the likelihood of proposed ads qualifying?
• Diagnostically, what are the strengths and weaknesses of each proposed ad and in relation to all of the ads in your project?
Measurement Summary
We recognize that advertising success is determined by a variety of key elements including the consumer’s understanding and reaction to the communication messages, the connections they form emotionally and rationally, and the ability of the message to convince consumers that the brand will deliver on its promise.
For each individual execution, ars.screener provides model measures of Persuasion and Recall (iPersuasion and iRecall).
Additionally, we use comparative diagnostics to measure consumer’s opinions when comparing all ads in your project. This approach facilitates an increased understanding of the drivers of communication effectiveness which, when combined with the category knowledge of our consultants, results in actionable insight and business recommendations.
Additional Diagnostic Components
Color-Sense EmotionSM -This measurement component provides brands the ability to understand the strength of consumers’ emotional connections, the overall emotion tone and specific emotions evoked by marketing communications –in a non-cognitive manner.
Interest Trace with “In The Moment” SM - This tool provides brands and their agencies the ability to understand where an ad engages consumers, and pinpoints the aspects that drive interest.
Contact your ARSgroupSM account team for more information.