IMI International - CES - Communication Effectiveness Study

- Identify whether the creative maintains, accelerates or detracts from the potential of an offer relative to the pre-test

- Impact of the Advertising on Brand

- Identify opportunities to fine tune advertising to maximize success

...and more

CES™ (Communication Effectiveness Study)

There are two core elements to communication:

1) Reaching the target audience; and
2) Comprehending the major motivating messages.

IMI pre launch concept testing (I-Screen, PPS or Volume Predictive Model) identifies the major key motivators that must be communicated for a marketing program to be successful.

Completing a CES of the creative will identify the effectiveness of the communications at delivering comprehension of the major motivating messages, and the ability of the communications to motivate purchase or trial, relative to each medium.