Who needs it?

• Companies who use TV to advertise their products to kids

What questions will it answer?

• How do I know if my commercial will really work to drive sell-thru?
•  Is spending $1 million on media behind this spot a good investment? 
• How should I split my media budget between :30's and "15's? 
• If my commercial isn't persuasive, how can I fix it? 
• How strong will my product sell-through likely to be before advertising starts?

When do I need it?

• After I complete the commercial, but before I finalize my media plan

Persuasion Power Delivers!

Persuasiveness Rating on your commercial

Persuasiveness rating compared against industry norms

Pre and Post Exposure Purchase Interest measures for your product and competitive set

• Conveys pre-advertising viability

Optional diagnostics about likes, dislikes, and communication

Data broken out by age groupings (and gender if tested with both boys and girls)

Persuasion Power Methodology

We pool commercials from different companies so the costs can be shared.  A girls test and a boys test is available (age segmentation will vary depending on the commercials pooled but usually 5-10 year olds.)  A random sampling of 150 age-appropriate kids will be pre-recruited and tested in malls from three geographically dispersed locations.

Four to six kids will be tested at a time; each group will go through four phases of testing:

• Phase I: Pre-Exposure Purchase Intent-  Each test product is evaluated against three competitive products. The child is asked to select the product they would like most and mark it in a corresponding booklet.
• Phase II: Commercial Exposure-  An entertainment video program which includes commercials is then shown (test commercials are exposed twice).
• Phase III: Post Exposure Purchase Intent- This phase is identical to phase I; child chooses preferred product after viewing commercials.
• Phase IV (Optional): Diagnostics
  • What is the key communications or message playback?
  • What do kids like or dislike about the commercial?
  • Demonstrate product (if available)
  • How different is their perception of the actual product versus what they see on T.V.?
  • What are their perceptions of the key features and benefits of the product after it's demonstration?

Costs and Fees

Fees:

• 1-2 Commercials:                    $8,000 each
• 3+ Commercials:                     $7,000 each
• Diagnostic cost:                      $3,000 for each commercial

Fee includes:

• Project management including set up, execution, and final report of test
• Production of research materials including:
  • Production of 150 photos for test & competitive product
  • Production of 150 booklets
  • Video compilation and editing

Client Responsibility:

• Submit commercial, test product and competitive product for photography
• If demonstrating for diagnostics, two works-like, looks-like products and an explanation of the product will also be needed.
• Provide 150 incentives worth $15 retail 

Timing:

• Concurrent with February Toy Fair and Fall Pre-toy Fair
• Can do additional tests with sufficient levels of participation