Psychometr is a quantitative, standardized test of TV advertising. It measures the effectiveness of advertising and its impact on consumers. Psychometr is conducted traditionally – in hall.
Psychometr is based on the assumption that one of the most important indicators of advertising effectiveness are, among others: changes in awareness, brand embedding in memory, creating positive emotional reactions.
An essential element of this method is the indicator of advertising strength against competition and other adverts in the block (spontaneous and prompted awareness). Then, the so-called “resonance” is checked, i.e. positive reactions to the ad. The advert is then rated in detail, on given set of attributes, and at the end, any especially interesting elements of the ad and the reasons for disliking it are analyzed in a qualitative way.