BRC pretesting predicts how advertising will perform in a unique way.  It is based on Advertising Response Models (ARMs) developed from BRC's data base built up over it's 20+ years of post testing, showing how finished advertising actually performed, and what worked and what didn't work, under real world conditions.  Other ad testing firms that specialize almost exclusively in pretesting evaluate performance on the basis of average scores they get in pretesting.  Our ARM based approach provides a higher level of confidence BRC pretest results are predictive of how advertising will perform under real-world conditions. 

(For more on how BRC Pretesting is linked to post testing see Bruzzone & Tallyn, "Linking  Tracking to Pretesting with an ARM", Journal of Advertising Research,  June 1997.)

Imbedding test commercials in program material and waiting several days before interviewing viewers provides realistic measures of attention getting value, memorability, and how well the commercial gets across the brand name.  All remain virtually unmeasured in the typical forced exposure pretest conducted by other firms.

Recent research pretesting Super Bowl commercials and comparing those results with the results we get automatically from our long standing program post testing all commercials that air during the game shows a simpler, faster and less expensive online approach also holds promise.   It uses the same battery of questions that are behind  BRC's Advertising Response Model, and can provide an overnight evaluation from a large national sample.

BRC has also pioneered pretesting story boards online instead of in focus groups.   More on this online pretesting of story boards, and its presentation to the Advertising Research Foundation, will be found in the next section on Exploratory Research.

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