Communication should be attractive, relevant, and deliver a clear and inspiring message.

We developed the ABC->P model as a hands-on tool for pre- and post-testing advertising and communication. It allows for deeper insights into how communication works by measuring its impact through a set of transparent parameters:

Attention– Focuses on appeal and recall: what is stored in the mind?

Branding – Covers all brand-related aspects: how about brand attribution, impact, and relevance? Does it build on current brand values, and will it help move the brand in the desired direction?

Communication– Focuses on comprehension: is the message understood and relevant? Does it clearly communicate what's in it for me?

Persuasion - The  call-to-action. Does the communication succeed in creating engagement and the desired (purchase) behaviour of consumers?

ABC ->P testing results in an accurate description of all the relevant issues for your communication and provides you with the insights for improving its impact.  

ABC -->P  a hands on toolkit for advertisers as well as advertising agencies.