Testing of advertising products can be carried out both at the beginning, before the advertising campaign, and after it.

It is designed to increase the effectiveness of the impact of each advertising message (TV video, poster, outdoor advertising, packaging) on the target audience.

The tasks of testing are:

• determination of consumer response to the proposed options of promotional products
• identification of positive and negative assessments
• determination whether the advertisement is in line with the main idea/ concept
• assess how convincing it is for consumers (perception, cognitive and emotional effect, motivation are evaluated)
• making the necessary changes to the advertising messages prior to placement

In case where there are two or more alternatives, the test helps to choose the most effective.

The results of this study:

• qualitative assessment of advertising perception by the target audience
• identification of strengths and weaknesses
• parameters to be clarified and modified

Data collection is carried out through focus groups with the involvement of a professional moderator. It is also possible to use methods: in-depth interviews, Mini groups, Hall tests, the Tested market.