Product or brand communication is one of the most important elements of marketing, and also one which accounts for significant expenditures. In order for marketing communication to give the best returns – and thus justify expenses – you must determine exactly what you need to communicate to the consumer and how to do it most efficiently.

At the starting point, the testing of communication materials will help identify consumer opinions and preferences, streamline advertising, information or promotional materials and provide consumers with the most comprehensive communication messages. Periodic monitoring of the campaign process will enable you to react quickly to adjust any flaws and thus increase the final returns. Evaluating campaign efficiency, i.e. gauging how well the overall campaign and its components or communication channels have performed, is vital to understanding how efficient the spending has been and is crucial for planning further marketing activities.

On various aspects of marketing communication ACT offers studies that will provide objective answers to these important issues:

• Testing of communications messages
• Testing of advertising ideas/scripts
• Testing of commercials/print materials
• Testing of form and content of promotional actions
• Monitoring of communications campaign
• Evaluation of efficiency of communications campaign

The ACT Effectometer^TM: A tool to measure the effectiveness of a communications campaign; designed to show which campaign components and which communications channels have been most effective; to calculate an aggregate index of communications efficiency and how it differs from the figures of your competitors.

ACT Promo_optimizer^TM: A tool applied to test promotional activities; designed to help you choose the specific promotional idea which is most attractive to consumers and to calculate precisely how many consumers you gain due to a particular promotional action and how much this action will increase the frequency and volume of the consumption of your product.