Newspaper Impact Measurement Service (NIMS)

In-Home/In-Office, In-Context Test of Newspaper Ads

NIMS is our real-world, in-context evaluative and diagnostic tool for testing ads in current newspaper issues. The system can be used to test in both national and local publications and has been employed extensively to test B2B and consumer ads.

Similar to the basic Impact methodology, NIMS respondents are recruited by online or via telephone and asked to read that day’s issue of the newspaper containing the test ad as they normally would. Ads may be tested as they normally appear or tipped into the test vehicle. Respondents are recontacted by phone or directed to a website and administered the core Impact measures. They are then asked to look at the test ad again and then asked additional evaluative and diagnostic questions. Questions can be tailored to the client’s needs.

NIMS reports include key findings and recommendations, and, if desired, tabulations of all data relative to norms and verbatim respondent playback based on G&R’s proprietary database of success factors. Data findings can be enhanced with a variety of proprietary analytic procedures.

Key Benefits and Features:

• Most realistic system to simulate normal viewing environment
• Best measure of newspaper “attentioning” and retained communication
• Independent evaluation of ad effectiveness against a validated battery of performance measures
• Full-sample and recaller-based diagnostics for more actionable learning
• Norms available in most categories, including B2B and B2C
• Appropriate for both national and local editions
• Fact-based insights for improving performance