Advertising pretests

GfK EMO Sensor

The GfK EMO Sensor identifies the emotions experienced by a consumer when coming into contact with a brand.
GfK developed EMO Sensor in collaboration with the Institute for Consumer and Behavioral Research at Saarland University (IKV) in Saarbrücken, Germany. The tool measures the broad array of emotions that consumers may experience when coming into contact with a brand, for example when viewing a television commercial. The GfK EMO Sensor was tested in a large-scale international research project investigating the effectiveness of advertising.

AD*CREATOR®

AD*CREATOR® focuses on all the relevant criteria for advertising effectiveness in the early development phase of TV and cinema advertisements. As a result, this is a meaningful instrument which is used to ensure quality and precisely manage communication content from the outset.

AD*VANTAGE*/ACT

AD*VANTAGE*/ACT is an international pre-test system used to carry out standardized studio tests to assess the strengths and weaknesses of advertising spots before they are run on TV. A new feature now makes it possible to integrate the whole advertising mix.

Eye Tracking

Eye tracking procedure monitors the eye movements of viewers when they are shown test advertisements. The information gained provides insight into contact frequency and duration as well as about the elements of the test advertisement which primarily attract attention.

Flight TrackTM

Flight TrackTM is an instrument measuring the advertising effectiveness of TV spots before they are broadcast on TV. This information is of particular assistance to marketing specialists in the automotive industry when implementing and adopting advertising campaigns.

Pre-TV

GfK’s Pre-TV is a comprehensive instrument assessesing the potential of advertising spots as a whole.

TV spots that withstand the GfK pretest are intelligible to the target viewers, speak to them on an emotional and rational level and generate purchase intentions. Although this is no guarantee of market success, it creates optimum opportunity.

It tests the implementation potential in a competitive environment, the communicative performance of the advertisements and corresponding purchase intentions.