a&b‘s 48 hour test is a quantitative advertising test that provides a full report in 48 hours containing recommendations and performance metrics including:

  • Communications – does the execution deliver the idea?
  • Message impact – is the ad relevant, believable and easy to understand?
  • Engaging – does it stimulate the target and get attention?
  • Delivers to strategy – does it deliver what was intended?
  • Brand effect – does it fit with the brand/stretch the brand?
  • Stand-out – to what extent is the ad seen as better or different to other ads in the category?
  • Call to action – is the execution likely to increase consideration of the brand and generate a call to action?

Emotional Appeal & Impact

Respondent verbatim comments are analysed using deep textual linguistic analysis to explore semantic language, choice and sentiment expression.
Results are compared to normative levels/ performance benchmarks to provide strategic recommendations.
Rather than potentially discard a creative idea with strong potential, or a narrative that under performs a&b can provide clear guidance on how to ‘fix’ it for maximum impact and ROI.


To find out how to access this new system that can maximise your value via ad testing
Contact: info@arnoldbolingbroke.com.au