Message Impact Studies®

Add value to a media buy by offering ad effectiveness surveys and sell more ads The Readex Message Impact Study enables a publication to boost ad sales, upgrade fractional advertisers, make more sales calls, and strengthen advertiser partnerships.

Gather quantitative and qualitative information on ad effectiveness
The Message Impact Study is our most in-depth study, and is a combination of qualitative and quantitative dimensions. Message Impact Studies ask readers to rate the ad's creative, independent of whether or not they saw it before.

What's asked?

Rating the ad's creative
Readers rate each ad on a scale of 1 to 5 regarding 3 dimensions:

Attention-Getting Ability - the ad's stopping power
Believability - whether or not it's credible
Information Value - whether or not there is "meat on the bones"

Measure actions prompted by the ad
Then, readers indicate which actions they've taken/plan to take as a result of seeing the ad. Results demonstrate that although not every ad (or product) has readers picking up the phone to place an order, readers are taking action as a result of seeing the ad. If desired, instead of asking about actions taken, readers can be asked to list what image or attributes they associate with the company (innovative, reliable, etc.).

Find out what they're saying about the ads
Readers are also asked to provide comments about the ads. These direct quotes put life behind the numbers, and give advertisers the opportunity to learn what their customers/prospects think. Whereas the first two sections of the report tell what happened, the verbatims usually explain why. This study is designed to generate open-ended responses, and typically will yield about 60 comments per studied ad.

The verbatims make this study unique, and are valuable to our customers; advertisers love to know what people say about their ad.

Deliverables

Full-color reports feature easy-to-use, graphed results and images of the high scoring ads. Individual reports for each advertiser that include quantitative results for all ads and confidential verbatim comments for the featured advertiser, plus one publisher's report that contains all results.

At the conclusion of the study, the publisher receives two individual advertiser reports for each studied ad (one for the advertiser and one for the agency) which can be dispersed as the publisher sees fit. Plus, the publisher is sent a complete report containing all results.