QUICK copy test
AMQUICK is a methodology which uses well-established approaches to ad assessment. Simple and fast to administer, it provides solid evaluation of ad effectiveness and practical insights for improvement. AMQUICK is ideal for testing multiple versions of the same campaign or where pre-testing time and/or budget are limited.
We use a private and individually-controlled exposure environment, either in a central location or online, which allows respondents to react to the test commercial without the influence of other people. The exposure to the test ad is direct, followed by Influence measurements and Access diagnostics which allow us to gauge the ad’s real life potential for cut-through and memorability.
AMQUICK also allows for an optional Control Cell which is used to evaluate the Influence of the ad on behaviour and attitudes toward the brand.
Overview of Content
o Introduction
o Ad exposure
o Influence on behaviour
o Brand imagery
o Likeability
o Diagnostic
o Demographics
Classification of ad types according to AMC’s Access Index
Valuable Features of AMQUICK
o Fast. Most tests turn around in 7 days
o Inexpensive – less than 10,000 Rmb – for Powerpoint charts with and go/no-go recommendation
o Full analysis and presentation optional extras
o Control cell optional (why is a control cell helpful?)
As a fast, inexpensive but reliable ad pre-test, AMQUICK is best used where the brand and creative strategies are already decided or at least well understood and accepted in the client company. AMQUICK is an ideal follow-up to focus groups where the best of several creative alternatives needs to be chosen. If, however, the client or agency are relying on the copy test as input into the strategy or creative direction, we recommend AMCONTEXT.
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