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Either conducted with or without visual advertising, communication tests are means by which to test whether an intended message is actually received and understood by a target audience. While different contexts require somewhat different approaches the general questions answered in a communications test are:
- Was the message received?
- Was the message understood as it was intended to be?
- Was the message believable?
- Was the message compelling? That is, will the target consumer adjust their behavior after having been exposed to the message?
- We recommend a high bar for communication tests. We believe that new communication attempts should be tested next to existing means of communication and that new means should only be adopted if they are proven to be statistically more compelling than existing messages.