• Roy Morgan Research recognises and rewards great ideas.
• Natural ExposureSM methodology proven over thousands of ad tests.
• Effectiveness measures include recall, idea communication & persuasion.
• Monthly (syndicated) tests with 200 respondents from $19,800 (+GST).
• Customised tests (up to six ads) recruited from Roy Morgan Single Source.
• Other benefits and options including the online Reactor.

Although no advertising works unless it gets noticed in the first place, some testing techniques begin by showing the ads, immediately eliminating the ad’s pulling power as a criterion. This is usually in an entirely artificial context and, as if to add insult to injury, some then proceed to ask the respondents ‘what they think of the ads or concepts’. No wonder ad tests often meet resistance from creative people & enlightened clients!

• Your ads/concepts are placed in their natural environment to which the respondent is exposed, usually at home.
• Respondents (who believe they are rating the program or content) indicate their brand preferences before and after exposure to the ads, which form the basis of Natural ExposureSM Persuasion scores.
• Natural ExposureSM delivers the most accurate and detailed predictions of how your concepts and ads will perform in the real world.
• Proven with thousands of ad tests over more than thirty years by Mapes & Ross, Roy Morgan's specialist ad testing division headquartered in New York.

"The world’s most proven, effective ad testing research methodology"

In the real world, advertising doesn’t have the luxury of someone physically showing the ad to you. It either stands out in the competitive media environment, gets noticed and remembered, or it doesn’t. Natural ExposureSM ensures that your ad is seamlessly inserted in the intended medium (magazine/newspaper, television/radio program or web site) so it seems to be a natural part of the medium.

• Respondents are recruited to agreed segments/criteria.
• Pre-exposure interview includes brand preferences (without brand name prompting).
• Natural exposure to medium (e.g. magazine or TV show) in their own home.
• Day-after interview re-tests brand preferences. (Shifts signify Persuasion).
• 'Advertising' is then mentioned for the first time for in-depth recall & impressions.
• Recall, Brand Preference and Persuasion are compared to category norms from 30,000 ad tests over 30 years.

Our tests reveal the weaknesses of hackneyed, stereotypical ideas and prove that creativity sells. 'Recall' doesn't necessarily result in changes in brand preference, whereas there is usually a direct correlation with 'persuasion' scores.

• Syndicated Print Ad tests the 1st week of each month.
• Syndicated TVC tests the 2nd week of each month.
• 200 respondents 18-65 years (100 each in Sydney & Melbourne).
• Fast turnaround (topline in 3 days - full report in 3 weeks) and highly cost-effective.
• Extensive quantitative measures including Recall, Idea Communication & Persuasion.
• Qualitative report includes Verbatims for all open-ended questions.
• Deliverables include Guidance for adding value to your advertising.
• Total cost for one advertisement is $19,800 (+10% GST).

• Great ad research recognises great ideas.
• The medium is not the message but it can have a profound influence on how the message is perceived.
• Advertisements can only be effective if they’re noticed in the first place.
• Increasingly, consumers are able to choose to accept or reject advertising (and, increasingly, they do).
• Ads that raise interest within the first few seconds are more effective than those that don’t.
• Entertainment is an effective vehicle, not an advertising objective.
• ‘Relevance’ is a key to persuasiveness and brand linkage.
• Otherwise ‘effective’ advertisements fail without strong brand linkage.
• How people about what was ‘said’ is far more important than what was said.
• Some memorable, persuasive, effective ‘communication’ is wordless.
• Effective appeals to prospects who are not ‘open to buy’ are ineffective.
• Respondents who are not ‘open to buy’ should never be allowed to drag ad effectiveness scores down.
• Ads that are recalled for twice as long are usually twice as cost-effective.
• Maximising sales data helps focus & refine targeting - the secret to cost effectiveness.

Additional AdValue benefits and Options.

Customised Natural Exposure^SM tests can include up to 6 ads and/or concepts and may also include competitors’ advertisements. Additional diagnostics available include likeability, imagery and brand loyalty.

Natural Exposure^SM respondents may be recruited from Roy Morgan Single Source, ensuring that they are true target prospects. Most likely we have your current customers and your competitors’ customers already identified.

Pre and Post questionnaires can be administered online (while the ad is still appearing), taking advantage of the internet’s immediacy and cost effectiveness.

In conjunction with Online Natural ExposureSM tests, The Reactor can provide a second-by-second graph of respondents reactions to every scene, every promise or benefit, every nuance - as consumers are re-exposed to your ad or TVC online.

Over more than 30 years, Mapes & Ross has been one of the world’s most respected ad testing specialists.With established norms in a wide range of categories from testing thousands of ads, the acquisition of the company in 2004 has added invaluable experience to the Roy Morgan team.

This highly effective diagnostic ad research is usually conducted at a central location (e.g. shopping centre) with exposure in a cluttered environment. CoreSearch provides immediate recall measures, followed by a second focused exposure with detailed reaction data-gathering for any medium.

Tracking brand recall, ad recognition, message retention and appeal is all the more powerful when segmented by owners, intenders and competitor’s customers and tracked against media weights and performance. Actual buyer profiles from SalesTrack help refine and focus future prospect profiling.

Developed by Josh McQueen, BEST helps marketers identify their Core Customers and focus resources and effort for maximum ROI. BEST is internationally recognised as a premier brand valuation system.

Roy Morgan’s Global Communications Centre is located in Melbourne where our telephone interviewers train and operate, as they have for more than 20 years.

Our proprietary data management & analysis software is universally acknowledged as a leading tabulation software package.

Email: AdValue@roymorgan.com