| animatics | Rough video footage used in ad testing.
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| baseline | A quantifiable measure of the current situation (also called benchmark).
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| brand metrics | Measures of brand performance.
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| concept testing | Tests that measure the effectiveness of the rough ideas that become brand and campaign themes.
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| concurrent testing | Testing that tracks the performance of messages as they are run.
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| evaluative testing | Testing that measures the performance of brand messages against their objectives at the conclusion of the program.
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| focus group | A group of 8 to 12 members of a brand's target audience who, led by a moderator, discuss some aspect of a brand, product category, or message strategy.
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| gap analysis | An analysis of the difference between what customers expect from a brand (based on brand messages) and what they actually experience.
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| IMC audit | An in-depth research method for evaluating IMC relationship-building practices.
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| intercept survey | A survey in which people in a mall or at an event are stopped and asked to respond to a short questionnaire.
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| norms | Average product category scores accumulated over the years by the research company.
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| online focus group | A chat room to which selected people have been invited to meet at a specified time with a moderator.
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| relationship metrics | Output controls developed specifically for IMC programs to track the development of brand relationships.
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| scanner market test | A tracking of a household's purchases (also called single-source test).
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| tachistoscope | A device that exposes a brand message briefly to test participants so that researchers can measure how long it takes for a certain message or elements to be communicated.
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| test marketing | A research design in which an MC campaign is run in two to four markets for anywhere from 3 to 12 months.
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| theater test | A test in which people are invited to a local location for the purpose, they are told, of critiquing a TV program, but actually for the purpose of evaluating their response to a brand message.
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| tracking studies | Periodic trend surveys that measure brand awareness, trial, repeat, and customer satisfaction with a brand and its competitors.
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