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

We developed the ABC->P model as a hands on tool for the pre- and post-testing of advertising and communication. It makes it possible to gain deeper insights in how communication works. It measures the impact of communication with a set of transparent parameters :

Attention = about the appeal and recollection, what is stored in the mind?

Branding = about all issues regarding the brand: what about brand attribution, impact and adequacy? Does it build on current brand values and will it move the brand into the desired direction?

Communication = about the comprehension: is the message understood and relevant? Does it make clear what’s in there for me?

Persuasion = about 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.