AdUp®: Successful advertisement is neither a game of luck nor a coincidence!

AdUp® is MWResearch’s comprehensive advertisement research method:

Based on established models of communication science, advertising impact and findings of neuroscience – all put in relation to purchase intention, brand preference and brand fit – we help our clients with our AdUp®-System to develop, check and optimize their brand and product communication.

Our approach is always constructive and as your partner. We don’t want to “judge” advertisements but help you improve it with our experience and technology. We put a particular focus on the analysis of the implicit, emotional impact of communication as well as the role of the advertisement media and form that is used in the framework of the communication.

• FOR ALL ADVERTISEMENT MEDIA: QUALITATIVE AND QUANTATITAVE TEST METHODS OF THE ADUP® RESEARCH SYSTEM

  With our qualitative and quantitative AdUp® test methods we evaluate reliably the media-specific impact of classic offline communication (print, billboard, TV, radio, flyer), online communication (banner, prerolls, videos etc.), POS material and event and sponsoring activities. We accompany you from the initial communication idea to the ready executed ATL- or BTL campaign of all employed ad media – if need be also across media channels.
  For pre-tests, post-tests and tracking we use proven qualitative and quantitative off- and online tools such as focus groups, in-depth interviews and eye-tracking.

  …FOR RELEVANT INSIGHTS AND CONSTRUCTIVE RECOMMENDATIONS.

  The AdUp® system delivers both qualitative diagnosis and insights as well as valid quantitative, database-supported benchmarks for recommendations about impact and communicative power of ad media – always coordinated constructively with communication goals briefed earlier.

  Thus we call our complete advertisement research portfolio as AdUp®: Advertising Upgrade.

• FLOW AND MODULES OF A PRE-TEST

  The following example of a AdUp® Complete pre-test shows the modular structure of AdUp®:

  

  The traffic lights show relevant thresholds for benchmarks that are based on our data base and extensive studies. A tested advertisement should reach these benchmarks, or better still, excel them in order to be successful in a later tracking.

  Different modules allow a fine-tuning of the overall complexity and costs to suit your needs:

  • AdUp® Complete
  • AdUp® Medium
  • AdUp® Light

  • • Questions: KPI-relevant questions plus diagnostics, such as extended item batteries, scene analysis etc.
    • Sample size: n=120 (2 readable subgroups à n=60)
    • Time until report: 10 working days
  • • Questions: KPI-relevant questions without diagnostics
    • Sample size: n=120 (2 readable subgroups à n=60)
    • Time until report: 8 working days
  • • Questions: KPI-relevant questions without recall and diagnostics
    • Sample size: n=80
    • Time until report: 5 working days

• THE EMOTIONAL IMPACT: AN IMPORTANT ADDITION TO THE ADUP® RESEARCH SYSTEM

  Flanking to the regular test another test group can check and display the implicit, emotional impact of the advertisement on the brand. To do this relevant brand values will be measured before and after exposure to the advertisement in order to analyze target-orientation and congruency with brand values.
  The emotional impact will be evaluated with a response time measurement (RTM). This avoids rationalizations that are usually encountered when items need to attributed to a brand in a traditional approach. The RTM uncovers the underlying emotions that influence brand preferences significantly. This makes transparent any harmonies and dissonances between brand and advertisement experience that can be used to improve the development of the communication.

  Both phases of the test help to improve the success of your ads!