The Advertising Impact Model is a tool ROI developed to help strengthen creative materials and fine tune communication messages. Building on his experience as an advertising agency executive (with Young and Rubicam in Toronto), ROI president Bruce Cameron developed this proprietary technique to uncover insights about how and why people react to advertising messages and creative concepts.
The AIM technique, which can be applied in focus group settings or via online surveys, involves administering a brief feedback survey to each participant to respond to the material being tested on an individual basis before discussing their reactions collectively. This successfully limits the degree of “groupthink” and also reinforces individual attitudes toward the creative being presented. What emerges from the analysis are specific recommendations about how to improve the effectiveness of creative material on three levels:
- The initial impact: Depending upon the medium, advertisers know that they have up to two seconds to make an initial impact, or their message will be ignored. ROI’s AIM technique examines the initial impact, including an assessment of the breakthrough capability, the visual appeal and the degree to which it captures people’s imagination and attention.
- Comprehension and engagement: If the creative material has broken through the media clutter and captured the attention of the target audience, the next requirement for success is to get the audience to understand and engage with the message, the brand or the product. The AIM technique focuses on this second level of interaction by examining the ease of understanding the concept, and the ability to relate to the message being presented.
- Motivational power: This is the third and most important stage of connecting with your audience. This includes the extent to which the material shifts attitudes or motivates people to take an action or seek more information. Each client will typically have distinct motivational objectives, and these unique goals can be customized into the AIM approach.
Find out how A.I.M. can be customized to help enhance your communication efforts.
Some of the clients who have successfully used the AIM approach to strengthen their communications campaigns include: Travel Alberta, The Calgary Zoo, The Edmonton Journal, and Westjet Airlines.