Media & Communication Strategy
We have developed a considerable experience in the copy test and communication analysis’ fields, working for the main mass-market focused companies and in collaboration with the most relevant advertising agencies.
Pre Test Insight
Methodology for the selection and validation of different creative routes.
Some of the questions we address:
- Which kind of impact has the copy?
- How much consumers are involved in the story?
- Is it understandable and clear the copy message?
- Which is the winning copy among the copy alternatives?
- Which are the most memorable and attention getting copy elements?
- Which are the positive/negative effects on the image Brand profile?
- Which are the copy effects on the shopping behavior?
- How is it possible to improve and enhance the copy?
To address all these objectives RVV submits to consumers concept board - mood board – story board – animatic and other stimulus material conducting:
- Projectives groups
- Individual in depth interviews
- Individual interviews with eye tracking methodology
- Creative Labs
Post Test Ad Hoc
To monitor the adv post test RVV utilizes different methodologic tools to measure the communication effectiveness in term of impact, memorability, comprehension, likes/dislikes and consumer involvement.
Some of the questions we address:
- Which are the most memorable executional cut-through?
- Which are the perceived message cut-through?
- Is it the adv campaign coherent with the brand values and benefits?
- Which are the echos back on consumer purchase behavior and attitudes?
- Which are the echos back on the image/personality Brand profile?
According to the different targets RVV conducts:
- Telephone Interviews (C.A.T.I.)
- On line Interviews (C.A.W.I.)
Eye Tracking
Methodology permitting to track the eye movement of a user interfacing with an LCD screen, while recording the visual paths and the focus of attention against the different areas observed.
Completely unobtrusive, the data survey system is aimed at carrying out “ecologic” tests and allows to accurately gather information vis-à-vis an individual’s responses and behaviors.
Some of the questions we address:
- What consumers look at when they are submitted to a print/tv copy?
- Which are the executional items which mainly grab the consumer attention?
- If and how different formats/layouts influence the communication copy effectiveness?
- Which is the order in which consumers benefit of the visual copy elements?
Such method finds several applications:
- Web sites
- print and TV advertising
- packaging
- shelves and in-store displays
