HOW EFFECTIVE IS THE COMMUNICATION? HOW CAN THE EFFECTS OF THE COMMUNICATION BE MEASURED?

Two methodological approaches for Paper & Pencil and CAPI:

PITC
An integrated program of communication tests. Simulation of a typical commercial interval.
Very useful for new communications developments. Evaluates the effectiveness of campaigns and commercials.

Objectives

> Recall
> Message communicated
> Understanding and credibility
> Image of product communicated
> Interest to Purchase
> Measure of wear-out

Methodology
Quantitative evaluation with exploratory support. Personal interviews at Central Location:
Paper and Pencil, CAPI, Computer based and Web option.

PATC
An alternative program for evaluating communication directly against competition's communication.
Evaluated against each other or separately (comparative or monadic).

Objectives

The objectives of this test are the same as those of PITC but without Recall.

Methodology
Quantitative evaluation with exploratory support. Personal interviews at Central Location:
Paper and Pencil, CATI, Computer Based and Web option.