- Points out strengths and weaknesses of proposed print ads, as well as how to correct/improve impact and motivation, in each creative segment. May also be used prior to, or to replace costly consumer testing.
- Provides a weighted numerical score of 31 points of analysis for each of the four categories, along with a total impact score.
The 31 points of analysis provide a weighted numerical score, for each of the four categories, as well as the total impact score.
- Scores of 80-to-100 are effective communication vehicles. But even ads in this group, may be improved as indicated by the analysis.
- Scores less than 80 indicate lack of effective communication, and should not run without modification.
Examples of a few of the 31 points of analysis in each category are:
| Headline | › | Stopping power re target market |
| Visual Impact | › | Product/package memory factor |
| Copy | › | Benefit communication |
| Consumer Appeal | › | Empathy with consumer's need |
