l Phase 4: Mass Media Advertising l

Motherhood, but all too often not heeded: To be effective, advertising needs:

1. a relevant message for its target group
2. an adequate creative execution to carry the idea
3. a media plan that focusses on the potential user group.

This last objective is impossible to reach with standard media planning data, since they are not brand-specific. CHANCE^® Methodology includes an instrument to gather brand-specific media planning data.

Our methods cover all advertsing test aspects:

• Concept testing
• Treatment/ storyboard/ layout tests
• Pretests of finished spots/ads
• Placement CHANCE^®, the innovative method to determine those TV programmes/ magazines whose users are most likely to buy the advertised brand after having seen the advertisement. Results of this study also indicate areas of improvement of the test spot/ad, and they help control the relative media weight of new user potential vs. current users.

go on to: l Phase 1 l Phase 2 l Phase 3 l l

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